A recent Seafish survey of Friers Quality Award holders showed that more than 50% of the respondents had held the Award for five years or more, a clear reflection that it is viewed as good value for money.

The Award was launched in 1996 to raise standards, enhance the profile of the industry and promote customer loyalty to a quality product. The survey has shown that a very high proportion of owners thought gaining the Award had helped raise the profile of their shop to customers and had raised the profile of fish and chip shops generally, had improved standards in their shops, and most importantly, they had seen an increase in turnover.

“We have used the results of the survey to consider how the scheme could be developed in the future, as well as consulting with the Fryers Quality Award Steering Group,” said Jim Hyam, Seafish Training and Accreditation Advisor.

“The Award will be re-branded with the launch of a new, very distinctive colour logo featuring three, four or five gold stars to reflect the new audit system.

“We know that a lot of Award holders tend to equate the Award with promoting the shop. To help with this Seafish will be developing a comprehensive range of tools and materials for the shops to utilise for self promotion, as well as running a series of promotions for members throughout the year.

“Ultimately we want the scheme to be self-funding. The proposed changes have been approved by the Seafish Board and will be trialled in selected fish and chip shops over the next few months. The changes are due to come into effect in 2009,” said Jim.

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