With the Summer holidays upon us, the Frozen at Sea Fillet Association (FASFA) is launching the #ChippyChucker campaign which aims to reduce food wastage by encouraging fish and chip shop owners to provide more portion choices to their customers.
The Seafish and Agriculture and Horticulture Development Board (AHDB) ‘Does Size Matter?’ Report found fish and chip portion sizes vary hugely with 44% of fish and chip consumers saying chip portions are too big and 21% admit to throwing away some of their fish. This accumulates to approximately 18,128 tonnes of food wasted each year. With this in mind, 1 in 3 people said a greater range of portion sizes would encourage them to eat fish and chips more often.
Currently, the health agenda is of major concern to the government and subsequently it is putting customers off of eating fish and chips despite it being one of the healthiest meal options should portion sizes be regulated. The campaign aims to change this by raising awareness of health benefits and, as a result, increase trade.
Without making proportional changes to pricing, offering customers more choice when it comes to their portion sizes could help increase and generate more regular custom, helping to maximise profits while reducing environmental impact. John Rutherford, president of FASFA, explains:
“Offering a larger variety of portion sizes is beneficial to consumer health but the financial benefits to shop owners is evident as less waste means greater yield due to optimal and more efficient use of produce and less frying time.
“Research continues to show that customers are more health-conscious than ever before and lighter portion options appeal to those. With a more manageable portion, customers are able to enjoy delicious guilt-free fish and chips as a lunchtime option. Leftover food is synonymous with excess, which translates to excessive spending. Customers will feel more value for money with a portion size they can finish, prompting them to purchase fish and chips on a more regular basis, thus supporting the fish and chip economy.”
In response to this, more and more fish and chip shops have started offering a variety of portion sizes with a side to appeal to those trying to sustain a healthy diet and those with smaller appetites but can also significantly increase mid-day sales as the perfect portion size for a lunchtime meal.