CONSUMERS FEAR FOR FUTURE OF TRADITIONAL FISH AND CHIPS

-Celebrity Chef James Martin Batters Trout with Bubbly for Breakfast -

Nearly two thirds of British shoppers fear that over-fishing is endangering that great national dish - cod and chips, with many (50 per cent) saying they would be prepared to ask their local chippie for farmed alternatives such as trout, if it would help preserve their culinary culture.

Fish and chips, a new NOP survey has found, is eaten by three quarters of the population, and is held by most people (88 per cent) to be as British as the Union Jack or part of our national heritage. Some 42 per cent of those questioned could not, in fact, imagine the dish disappearing from our diet.

That is a danger that can be easily avoided, claims the British Trout Association, which commissioned the survey. Chairman Robin Scott said: "When thinking of fish and chips, trout does not come immediately to mind. But more and more people who try it find it an excellent alternative to cod, plaice or haddock.

"That is excellent news for cod which are now in short supply, for trout is a totally sustainable alternative with 4,841 tonnes farmed annually. There are also added health benefits, trout is low in calories and has a third of the fat of salmon and is rich in vital Omega 3, which can help combat coronary heart disease and arthritis."

To drive the message home, celebrity chef James Martin will launch this year's National Trout Week with a chippie fry up with a difference - fish and chips for the future, using trout in a batter mixed with Champagne.

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Further information from: Amy Hayward. Telephone: 020 7935 5404

NOTES TO EDITORS:

A PHOTOCALL will take place at Billingsgate Fish market at 9:00am
on Wednesday, 22 May when James Martin will fry up his trout and
chips. Details have been sent to your Picture Desk.

NOP Survey

· Most concerned age group about over-fishing are those in the 65+ age group
· 15-24 year olds are the highest group to regard fish and chips as part of our national heritage and as British as the Union Jack
· Men eat slightly more fish and chip meals than women, 78% compared to 74%

NOP Survey - Regional Comparison

· The SOUTH WEST are the highest consumers of fish and chips. More people in WALES than anywhere else in the country regard fish and chips as British as the Union Jack
· Most concerned about over fishing of our seas are people in EAST ANGLIA, the least concerned are consumers in SCOTLAND
· However, more people in SCOTLAND than anywhere else in Britain would be upset to lose their traditional fish and chips claiming they could not imagine never being able to eat fish and chips again

British Trout Association, The Rural Centre, West Mains, Ingliston EH28 8NZ
Tel: 0131 472 4080    Fax: 0131 472 4083     E-mail: mail@britishtrout.co.uk