A Fish Called… What? 70% of Brits Can’t Name Their Supper

New research from the North Atlantic Fishing Company (NAFCO) reveals a staggering 70% of the UK public are unable to identify cod and haddock, the nation’s favorite fish. This study highlights a significant disconnect between what we eat and our understanding of the seafood on our plates.

The Survey Insights

A survey involving over 2,000 UK adults found that merely one in five could accurately identify a photo of cod or haddock—the foundational elements of the classic fish and chips dish. Supermarket staples such as sea bass and herring fared little better, recognized by only 21% and 26% of respondents, respectively. Even salmon, a widely popular choice in UK households, was correctly identified by just 29% of those surveyed.

Surprising Discoveries

Interestingly, whitebait emerged as the most recognizable fish, with half of those surveyed able to identify it correctly. Additionally, over 40% expressed a willingness to try lesser-known fish species, particularly if they are deemed more sustainable alternatives to their usual selections.

Expert Perspectives

Phil Haslam, Managing Director at North Atlantic Fishing Company, commented on the findings:

“It’s surprising that despite our national love for fish and chips, most Brits couldn’t pick cod or haddock out of a line-up. As interest in eating more fish grows, there’s a real opportunity to bridge the knowledge gap and help people connect the food on their plates to where it comes from.

“We want to encourage people to broaden their horizons when it comes to alternative fish species, as this will help ease pressure on the most popular choices while supporting overall marine health and more sustainable eating habits. It will also help to support our fishing businesses and wider coastal economies. Fish is key for long-term global food security, but it must be sourced sustainably and responsibly to ensure we safeguard this vital resource for future generations.”

Research Details

The research was conducted by Censuswide with participation from 2,001 adults in the UK between March 28 and April 1, 2025.

Top 5 Least Recognized Fish Species

• Haddock – 19.19%
• Cod – 19.89%
• Sea Bass – 20.09%
• Herring – 25.99%
• Salmon – 29.19%

About North Atlantic Fishing Company

North Atlantic Fishing Company Limited is part of the global Cornelis Vrolijk family, established in the UK in 1984. Their pelagic freezer trawler vessels operate year-round in UK and EU waters, targeting four species of fish: mackerel, horse mackerel, blue whiting, and herring. This sustainable fishing approach provides a healthy, low-CO₂ food source for markets worldwide, ensuring global food security.