THE COD PROBLEM

The fish on the menu is the one you can least rely on.

Cod and haddock built the trade. But wild stocks are squeezed, quotas keep tightening, and the price on your invoice swings from one delivery to the next. It's getting harder to put a number on the menu and trust it'll still hold next month.

Quotas cut

Tighter catch limits in the North-East Atlantic mean less wild cod and haddock reaching the trade.

Prices whiplash

Wild supply means volatile cost — your margin moves with the weather and the next quota announcement.

Can't plan

When you can't trust supply or price, you can't price the menu, plan the week, or promise the customer.

WHY NOW

The cod crisis isn't a blip — it's the direction of travel. The chippies that lock in a reliable, certified white fish now are the ones still confidently pricing their menu in five years. Move before your competitors do.

THE ANSWER

Barramundi — the white fish built for the British fryer.

Ocean-raised in the open Indian Ocean: firm, white, mild and clean on the palate. It takes batter like it was made for it — and behaves the same, case after case.

Ocean-raised year-round

Steady supply, steady price — plan the menu.

ASC + BAP certified

Both leading aquaculture standards.

Clean ocean flavour

Mild, fresh and white — never muddy.

Fries like cod

Takes batter, crisps clean, holds firm.