It wasn’t only the fact that the wet weather across the world was going to see hikes in grain prices, but one thing this summer’s poor weather, allied to the credit crunch has done, is to make customers go back to their roots…and none more so than the British.
After a summer when Britain hosted the Olympics, and was en-fete for The Queen’s spectacular Jubilee, Britons are tending to look for old-fashioned food, such as Fish and Chips. The stores are taking full advantage of this reviving market, and now all have ready-cooked Fish and Chips in their Freezer cabinet. Fish is tops. Once Fish and Chips were a staple of the British diet; during World War II, fish, unlike meat and eggs, was one of the few sources of protein which weren’t rationed. The Government considered the take-away snack of Fish and Chips to be a morale booster, and therefore should be available whenever people needed a quick snack to lift their spirits. Consequently by the War’s end, when rationing finished and people were able to buy meat and other food that had been in short supply for nearly a decade, fish declined in popularity. Also, Religious leaders said congregations no longer had to eat fish on Fridays, so there was no compulsion to include fish in the diet.
But now fish is making a comeback,
• Scientists started to alert consumers to its health benefits
• Customers are told repeatedly by medical profession that fish is good for you
• And most importantly for sales, generally fish has fewer calories than meat
Today, freezer cabinets are full of frozen fish products: own brands, Birds Eye, etc.
The new ‘buzz’ word is ‘Line caught’ fish, and consumers are recognizing this way of catching fish as being better to conserve fish stocks. The alternative is using massive nets that sweep up anything and everything, and thanks to media campaigns to alert customers to what is happening, consumers are voicing their distaste for the amount of unwanted fish that are being chucked back, dead, into the sea. In the Waitrose freezer cabinet locally I noticed they have a special line flashed ‘Line Caught Haddock’, and other supermarkets offer their own ‘line caught fish’ brands too.
Also, the various fishing Ministries are trying to get consumers cease demanding Cod (which is fast disappearing from traditional fishing grounds in the North Sea), and go for species such as Pollock and Coley. There was an interesting media discussion recently when customers commented that when we lived by the sea, if we caught Pollock it was either thrown back, or taken home for the cat’s dinner. And Coley was what the fishmonger supplied for the local cat population because it was so cheap. Now, both these fish are being promoted by wholesalers. Today, celebrity chefs are being paid to promote these ‘unknown’ types of fish, and last time I had lunch on Eurostar I was even offered Pollock – not that I accepted.
Interestingly, Italians do not consume so much frozen food as other countries, but even their consumption of coated fish has increased – albeit very slowly. However, Haddock is selling well. Once it was seen as an expensive species, along with sole, but now new fish stocks have been discovered, and with the high overall price of fish, it is becoming popular with more customers. Again, the emphasis put on importance of ‘line caught’; Waitrose’s packs of Smoked Haddock show the importance the producers place on this method. One reason why customers like breaded products is that they are less likely to give off a ‘fishy’ smell whilst being cooked, and the smell is what many customers dislike.
Problems
The biggest problem facing high street retailers is finding the fish to sell. With over fishing in the North Sea, companies are having to go further afield to source supplies, thus adding to cost. To keep adequate supplies, Northern European wholesalers are now sourcing fish from the Southern Hemisphere such as New Zealand Hoki, a member of the hake family. Native to New Zealand, it has an average size of 65 to 100cm, although they can be as long as 130cm. Sometimes referred to as blue hake, it has a firm white flesh that flakes easily and has few bones, which makes it popular with customers.
Mackerel is still in plentiful supply, but as this fish becomes very oily once out of the water, again it was one that was either eaten on board fishing vessels immediately after being caught, or taken home for appreciative cats. But there is plenty out there; the seas are stocked with it, so the scientists have bought in the doctors to emphasize its Omega-3 ingredients – good for our health. Watch out for more supermarket packs to be bulked out by inclusion of mackerel, such as fish cakes and fish fingers.
Fish Finger Nets Sustainability Certification
Mothers are starting to become very keen on measures to save the planet, so to reassure them, Birds Eye’s cod and haddock Fish Fingers have been given the MSC (Marine Stewardship Council) stamp of approval. They reckon this move will help 3.4 million British households to eat more fish from certified sustainable sources. Birds Eye, the UK’s leading frozen food brand, has today announced that across Europe, its entire Cod and Haddock Fish Finger range has achieved MSC certification. The move will switch 5,200 tonnes of fish products to sustainably certified produce in the UK market and increase the total weight of MSC labeled products sold by 20 percent.
The UK consumes over 185 million Birds Eye Cod and Haddock Fish Fingers each year. Today’s news means that 62 million British meals will now be made from certified, sustainably sourced produce. The move comes at the beginning of the 15th year of the MSC (Marine Stewardship Council) which was co-founded by the Birds Eye brand, WWF and international conservation leaders, to create an independent certification and eco-label program for sustainable and well-managed fish. The MSC certification means the fishery has demonstrated that it is well managed and sustainable through a comprehensive, independent scientific assessment. The MSC’s fishery certification program and seafood eco-label recognizes and rewards sustainable fishing. It is a global organization working with fisheries, seafood companies, scientists, conservation groups and the public to promote the best environmental choice in seafood. The switch to more MSC certified supplies forms part of Iglo Group’s company-wide sustainability plan, Forever Food, which aims to certify 100% of its fish range to help protect global fish stocks. Iglo Group, owners of Bird’s Eye, operates across eleven European markets and sells MSC certified fish in more countries than any other food brand, selling Cod and Haddock Fish Fingers to 3.4 million homes each year.
Martin Glenn, CEO of Iglo Group says: “As Europe’s leading frozen fish manufacturer, we have an important role to play in working to ensure the long-term security of our oceans, but also in making it easier for consumers to eat in a more sustainable way. The UK is the world’s second largest consumer of cod, a fish whose stocks were previously under serious threat. As part of our Forever Food program, we have worked hard to protect and rejuvenate this species and I am proud to announce that both our Cod and Haddock Fish Fingers have been certified by MSC as sustainable.” Birds Eye helped rejuvenate depleting cod stocks in 2007 with the introduction of the Alaska Pollock Omega 3 Fish Finger – a move which encouraged 78 percent of consumers to switch from cod to Alaska Pollock, resulting in a 3,000 tonne reduction in its yearly cod catch. The business has actively campaigned for reform of the EU Common Fisheries Policy, in particular, driving support for an end to the wasteful practice of discards and calling for a revised fisheries management framework such as regionalization which would help fisheries manage resources better. Birds Eye’s entire fish portfolio – from cod to salmon – is now in the MSC program – either in assessment or already certified.
Wrapped foods
These generally have a meat or vegetarian content, and are particularly popular at fast food outlets such as garage forecourts, as they provide food-on-the-go that is easy to carry. “Commuters … truckers … holidaymakers can all be classified as ‘dashboard’ diners, and “many of them are looking for breakfast items,” says Kim Ruiz Beck, Vice Chairman, Ruiz Foods, who supply to outlets in the States. “But whether they choose a ‘grab & go’ item for A.M. or P.M. eating, they still demand a good quality, great tasting, satisfying meal. Our El Monterey Butcher Wrapped Burritos are designed to appeal directly to this consumer.” Again, tortillas have suddenly come up in popularity as customers have found their wrappings are an easy way of keeping food in place – and you can eat the wrapping.
A decade ago, probably only Mexicans and those who knew South America had ever eaten a tortilla. But suddenly they have been adopted all over the globe. Typical of this ‘wrapped’ food is El Monterey Butcher Wrapped Burritos, made with tortillas fresh from the Ruiz bakery. They are then filled with robust and flavorful ingredients perfect for the hand-held or dashboard dining consumer’s desire for a meal that is quick and saves time, offers variety and innovation, yet tastes like they were just made. According to “The Future of Food Retailing”, a recent webinar broadcast, that convenience stores are positioned very well to capture new business, because as more grocery and consumable purchases shift to general merchandise retailers, there will be more occasions for fill-in shopping by consumers. Furthermore, the margins and incremental sales opportunities are in ready-to-eat food. For the future, stores that want to sell more breaded, wrapped or coated products, especially fish-based ones, should keep an eye on what the conservationists are doing, and ensure that the packs they sell tick the right boxes that make consumers feel good about their eating choices.