Sept 2012 - Issue 6 - National Federation of Fish Friers

NFFF Fish Friers Promotions
meeting: Members report
Issue 6 September 2012
As reported in the previous issue of the Fish Friers Review, the NFFF recently hosted a
totally new format Fish Friers Promotions meeting. In this article we cover some of the
main points that were discussed on the day.
The Fish Friers Promotions meetings are a regular feature in the industry’s calendar,
hosted by the NFFF their purpose has always been to explore ways that the industry
can work together to support fish and chips, and have offered an opportunity to keep
everyone updated on the progress of on-going promotions such as competitions etc.
But following the recent meeting in Edinburgh with the International Sustainability Unit
and the ensuing energetic support and enthusiasm from all those concerned, we decided
to harness that energy and bring the industry together to focus on creating some positive
ideas on promoting the ‘fish and chips brand’ well into the future. The opportunity is
now.
The meeting was hosted at the recently opened Wetherby Whaler in Guiseley and over
40 guests attended. These included key representatives from Seafish, the Marine
Stewardship Council (MSC), Frozen at Sea Fillets Association (FASFA) and The Potato
Council. Also present were key decision makers from major industry suppliers and some
of the leading fish merchants and potato suppliers.
As the sustainability of the industry was at the core to this meeting, previous Good Catch
Award winners Richard Ord of Colman’s and Ronnie McCulloch of the Chip Box,
Stewarton also attended. To add more fish friers views to those of the NFFF
representatives in the room were Young Fish Frier of the Year winner Zohaib Hussain,
Fred Capel of Chez Fred and Harry Niazi of Olley's Fish Experience.
Promotions meeting: New format
NFFF Vice-President Mark Drummond explained that the Fish Friers Promotions meeting
were originally held four times a year with a smaller group, consisting of the same people
every time. As the agenda items have now expanded, the NFFF felt we needed to involve
a broader range of industry representatives and therefore opened up the meeting to
bring in new ideas. The purpose of the Fish Friers Promotions meetings can be defined
as:
“To bring the fish and chip industry together to establish how to best promote the ‘Fish
and Chip brand’, retain its profile as the UK’s No. 1 takeaway meal and ensure its
sustainability for future generations.”
In the future these meetings will take place twice yearly, in February and July. There will
also be an Associate Members Meeting in November and ideas from that will feed into
the Fish Friers Promotions meeting in February. As the Fish Friers Promotion meeting is
a larger, more general industry meeting, the list of attendees may not be the same every
time, it will depend on the agenda items. In this way, anyone in the industry can
contribute their ideas, and if they wish to attend every meeting they would be welcome
to do so.
Mission statement
During the meeting it was explained to the room how the NFFF now has a Mission
Statement. This is a statement summarising the purpose of the work the NFFF will
undertake:-
“The National Federation of Fish Friers is the official body
representing the fish and chip industry. Our aim is to unite
all fish friers within an organization which can speak with one
voice whenever and wherever necessary, promoting and
protecting the interests of fish and chip businesses and
associated trades.”
New logo
To summarise the mission statement a new strapline was also
announced. This has been added to the logo and will help
communicate the NFFF’s objectives:-
“Bringing the fish and chip industry together since 1913.”
Afternoon session
The morning session offered an opportunity for the NFFF to explain and update the
room on some of its recent work, including the meeting with HRH Prince Charles, the
launch of the consumer guide to promote the NFFF Fish & Chip Quality Award and the
new iFish4Chips smartphone app.
Following a delicious fish and chip lunch and plenty of good Yorkshire tea, the afternoon
session then provided a chance for the guests to offer their opinions and input into how
fish and chips can be promoted as a brand for the future. There were several aspects
covered, including a brainstorming session on the Strengths, Weaknesses, Opportunities
and Threats of the fish frying industry. This then led into a debate on how best to promote
fish and chips to the public as a brand.
With so many key industry figures in the room it was a great opportunity for the NFFF
to hear a variety of opinions and also discuss some very interesting ideas to help promote
the industry.
Appointing an ambassador for the fish and chip industry
Another key part of the afternoon session was a discussion and vote to help decide a
high profile, public figure to approach as a potential ‘brand ambassador’ for the trade.
This was an idea suggested by HRH Prince Charles during the recent meeting in
Edinburgh. The results of the vote were as follows:-
Prince Harry (almost the whole Room – 1st Place)
Chris Evans (3/4 of the room – 2nd Place)
Stephen Fry (1/3 of room – 3rd Place)
With the assistance of the Clarence House PR department we will now approach these
people and ask the question.
Summary
There were some excellent ideas discussed and a great deal of support for the NFFF
pushing the industry forward. We now have a number of actions to work on and an
interim meeting will be arranged for Monday 24th September for the NFFF to report
back findings and proposals.
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