Award winning Krispies fish and chip shop in Exmouth is proud to have gained the MSC chain of custody certification. Customers can see the blue ecolabel next to certified dishes, assuring them that the fish they’re eating is both traceable and sustainable.

Tim Barnes owner of Krispies fish and chips in Exmouth is delighted with the news; "Krispies has always tried to be the leaders in our area and we are the first in our town and surrounding areas to have MSC certification.”

Krispies gained the NFFF’s Quality Award earlier this year, which qualified them for a discount on their MSC certification audit.

Krispies is a family business and keen to promote their environmental responsibilities. They want their customers to understand that sustainably caught fish is at the heart of their business, so they can enjoy the nation’s favourite dish for years to come.

"We have always used sustainable cod and haddock on our menu but now our customers can eat our MSC certified fish with confidencewhen they see the MSC’s blue tick ecolabel on our menu.

At the moment all our cod, haddock and homemade fishcakes are MSC certified, which includes our children’s range of cod bites and fishcakes.We also have gained MSC certification for all our plaice now.

Our MSC certified suppliers are Friars Pride and Smales.”

Tim found it was a relatively straightforward process: "We were already buying MSC cod and haddock from MSC certified suppliers. We were just the last link in the chain, so it was a natural progression. The cost was relatively low and staff training quite simple.”

"Since gaining certification we have installed digital menu boards so the MSC blue tick will be on them. We’ve also updated our paper menus and website.”

Customer interest in sustainable fish at Krispies in Exmouth

Tim explains the change in consumer awareness of sustainable and traceable fish; "Customer interest in where fish comes from has really increased over the past few years. We get asked more and more about sustainability and we advertise on our digital menu boards which trawler caught the fish and where from.

In the summer months we do sell a lot more fish. Being in a holiday resort town we also notice a massive increase in the sales of haddock as many visitors are from the north of England and prefer it.”

Krispies is proud of it’s MSC certification and Tim believes this will help them stand out: "Being the first to gain MSC certification in the Exmouth area has added value to our brand and helped it stand out, leading the way.”

George Clark of the MSC commented on their achievement;

"Krispies has proven its commitment to serving certified sustainable and fully traceable fish and seafood by gaining MSC. As a first in the area I’m proud to see the programme work for this family run business and with the mussel fishery just up the road, Exmouth is really striding ahead as a sustainability leader in the South West . ”

For further information about the Marine Stewardship Council and how to gain MSC certification for your fish and chip shop please contact George Clark, MSC UK Commercial Manager at george.clark@msc.org or 0207 246 8917.