ROCKFISH WINS ‘BEST INNOVATION’ AT R200 AWARDS

Rockfish wins ‘Best Innovation’ at R200 Awards. Virtual Fishmonger Wins ‘Best Innovation’ at R200 Awards for Cutting Waste and Revolutionising Seafood Access

A collaboration between the sustainable seafood restaurant group Rockfish and the Westmorland Family – the curators behind the nation’s favourite motorway pit stops – has been awarded the prestigious ‘Best Innovation’ title at the R200 Awards. The ‘Virtual Fishmonger’ is a revolutionary installation that attempts to redefine how the UK consumes seafood by making fresh British fish and shellfish accessible across the country.

Created by celebrated chef and seafood restaurateur Mitch Tonks, Rockfish’s Virtual Fishmonger brings a modern twist to the age-old tradition of the British fishmongers. Located at Gloucester Services, the Virtual Fishmonger allows customers to order fish caught that same day directly from Brixham’s historic fish market, ensuring that every fish is 24 hours fresher than other suppliers. Gone are the days of excessive waste, handling and transportation; here, customers enjoy direct access to the freshest British seafood, sustainably sourced and meticulously selected.

“At Rockfish, we’re passionate about the quality of British seafood and we want to help others enjoy this wonderful resource,” says Mitch Tonks. “The Virtual Fishmonger is a step toward rebuilding our culture of enjoying fish while meeting today’s challenges head-on. We’re giving consumers access to the freshest seafood – whether they’re inland or on the coast – without compromising quality or sustainability and with a zero waste supply chain.”

One of the key modern-day issues with a traditional fishmonger format is the inevitable waste of fish on display. But the Virtual Fishmonger’s zero-waste supply chain means fish is prepared to order, ensuring only what’s needed is sourced. By working directly from the quayside, a mere 17 metres from where seafood is landed, Rockfish hand-picks each fish, guaranteeing unmatched freshness and quality. This short supply chain not only reduces waste but also lowers food miles, keeping the environmental impact minimal.

Rockfish also utilises blast-freezing for any unsold fish, ensuring that even frozen options retain their just-caught quality. Customers who order online or through the Virtual Fishmonger can have fresh or frozen fish delivered to their doors in fully recyclable or returnable packaging that gets turned into outside furniture, it’s a world first.

For in-land UK seafood-lovers who may have never had access to fresh fish at home, the Virtual Fishmonger provides a new era of accessibility. Fresh, sustainably caught seafood can now be enjoyed across the nation, even miles from the coast. Mitch Tonks and his team are setting the standard for a responsible seafood industry that honours the UK’s rich fishing heritage, using technology and innovation to create a better, waste-free future.

In winning the R200’s ‘Best Innovation’ award, Rockfish’s Virtual Fishmonger has been recognised as more than just a new service. It’s a vision for a future where British fish can be celebrated at home, fresh and accessible, in a supply chain that respects both the sea and the plate.

Rockfish: Founded by Mitch Tonks, Rockfish operates nine coastal restaurants and is known for its unwavering commitment to sustainability and quality. Each restaurant is located by the sea, serving the freshest local fish, delivered from port to plate on the same day. Rockfish’s mission is to change the way people experience seafood by reconnecting diners with the natural seasons of the sea.

Mitch Tonks: Mitch Tonks is a seafood expert, chef, food writer, restaurateur and ambassador for the MSC. He’s driven by his passion to change the way people experience seafood in the UK.