Long queues formed in London on the 17th of May, and they were all waiting for "Norwegian" fish'n'chips.
40.000 portions of fish'n'chips with Norwegian cod was served up on Norway's national day, 17th of May. The marketing stunt was a collaboration between the Norwegian Seafood Council and the trendy fish restaurant Seafish in Islington, London.
Kystmagasinet wrote about the plans last month (text in Norwegian) to create a buzz around Norwegian fish and how it is the perfect fish for this traditional British dish.
The people queuing were excited to be served their breaded and fried fish with a side of chips for the neat sum of 99 pence (under NOK 10).
Jack-Robert møller, head of the Norwegian Seafood Council's Britain office stated that the initative is part of a larger project to raise awareness around the quality of Norwegian fish. He highlights that the fish is frozen immediately after being captured and that the production process is as sustainable as possible.
As of today, about 1 in 5 fish consumed in Britain is Norwegian.
To read more, please visit Kystmagasinet (in Norwegian only).