In February, the marketing group Seafood from Iceland invited several key players from the UK Fish & Chips industry to Iceland. The goal of the visit was to introduce them to Iceland's quality fish, network with fisheries companies, and discuss possible promotional cooperation in the UK marketplace.
It probably does not surprise our readers that fish & chips are a traditional and popular fast food in the UK. There are over 10,500 fish & chips restaurants in the country! For comparison, the number of McDonald's locations is approximately 1,300 and Kentucky Fried Chicken around 900. Iceland is an important supplier to the British market, especially for sea-frozen cod and haddock fillets.
Our guests from the UK included Andrew Crook and Josette Foster, representing the National Federation of Fish Friers (NFFF). Their tour was busy with visits to Icelandic seafood companies Brim, Matís, Iceland Seafood, Fiskistofa, Þorbjörn, etc., where they received warm welcomes.
In addition to numerous visits and meetings, Andrew and Josette also managed to see the country's beauty and experience a gusty Icelandic snowstorm firsthand! They ate plenty of high-quality fish cooked in various ways, and they were unanimous that they would visit again. They learned a lot about Iceland, Icelandic fish, science-based sustainable fishing practices, and Icelanders. Stories they will undoubtedly pass on to their customers for years to come.