Consumers are more likely to choose seafood with clear provenance, NSC reports

Fishmongers and fish and chip shops across the United Kingdom use the provenance of their seafood as one of the sector's strongest commercial assets, according to the Norwegian Seafood Council (NSC).

By highlighting the provenance of their seafood, these businesses build consumer trust, communicate quality, demonstrate consistency, and reinforce the value of their products at a time when customers are becoming increasingly price-sensitive.

The NSC reports that 76% of UK consumers are more likely to choose seafood when its provenance is clearly communicated. Information on responsible fishing and traceability helps reassure customers about the product's quality and authenticity.

"By understanding not only where the fish comes from, but also the systems, standards, and people behind it, operators can communicate with greater confidence. This helps customers feel reassured about what they are eating and the value it represents," said Bjørn-Erik Stabell, NSC's UK Director.

As part of Seafood from Norway's sponsorship of the National Fish & Chip Awards, the winners of the 2026 edition were invited by the NSC and the Norwegian frozen seafood industry on a three-day study tour of western Norway.

Regarding this, Gavin Dhesi, co-owner of The Scrap Box in York and winner of the 2026 National Fish & Chip Awards' Fish & Chip Takeaway of the Year award, said: "Knowing where the fish comes from allows us to tell a richer story to our customers. It gives us another way to bring its provenance to life and help people understand the journey behind the fish we serve."