As he enters his second half year as the National Fish & Chip Awards Environmental and Sustainable Business Award winner Geoff Whitehead reflects on what “Sustainability” means to Whiteheads Fish and Chips, Hornsea.
“People immediately think about where fish is caught,” said Geoff Whitehead. “Is it a source which will be around in the future or will overfishing mean ever-dwindling catches of the whitefish at the heart of Britain’s favourite takeaway?The continuous supply of the finest consistent quality MSC (Marine Stewardship Council) Certified Sustainable Source whitefish is vital. Nothing demonstrated that more than winning the National Federation of Fish Friers UK Fish and Chip Takeaway of the Year Award when the increased footfall was beyond our wildest dreams. Demand for consistent top quality haddock and cod from MSC certified sources and local potatoes in response to rocketing demand was testimony to the superb and sustainable service received from all our suppliers.“
“Our potatoes are supplied by an East Yorkshire farmer just 10 minutes from our door; probably the lowest food miles of any chip shop spuds in Britain.”
“I work closely with MSC on seafood sourcing and MSC Commercial Manager, Loren Hiller, says that by choosing haddock and cod with the blue MSC certified source eco label, customers know their serving has come from a well-managed sustainable fishery that cares about the health of the oceans.”
“What makes Whiteheads sustainable is a massive list under a broad umbrella,” said Geoff:-
Strategic Vision & Business Plan
Dependable Quality & Security of Supply Chain
Staff Ambassadors, Engagement, Retention & Reward
Consistent Customer Satisfaction & Service
Investment, Cost Analysis and Control
“When my late Mum Hazel and I started frying in 1977, top of our list was to serve the finest quality fish and chips available.”
“We had a strong mindset and enormous energy, but that alone wasn’t enough to make the business sustainable. We struggled until - 3 years on - we created a seating area for customers to enjoy the finest Whiteheads fish and chips whatever the weather and realised we’d stumbled down a path that would totally transform our business plan. We foresaw a future with increasing numbers of loyal customers eating in so when the post office next door came up for sale Hazel and I revised our business plan to include a purpose-designed 70-seat restaurant. All costs were increasing and if menu prices had to increase in line, customers would only eat-in at a comfortable, well-appointed restaurant where food was of the finest quality. We launched a wide choice of gluten free menu items, prepared in a new separate kitchen, and the new restaurant opened to huge acclaim.”
“We saw more returning customers engaging with their servers, who really enjoy meeting people as part of their job. Staff are the backbone of our business and we retain a great team throughout the year. Each member of staff plays their part; contributing ideas and feedback at staff meetings.”
“Engaging with each customer on social media is another way of building relationships; caring about individual customers and in both restaurant and takeaway the atmosphere reflects customers being part of “their” Whiteheads Fish and Chips.”
“During Covid we introduced doorstep deliveries, making it permanent Post-Covid, with deliveries by eco-friendly electric vehicles. Rising energy costs were unsustainable so we installed solar panels, saving 30% on electricity costs over summer with a ROI over five years.”
“Used rapeseed oil and packaging cardboard are recycled and food waste has reduced by 15% since introducing our hugely popular all day special.”
“We never stop learning. No one can ignore the pace of change and environmental challenges we face. Whiteheads Fish and Chips has adapted to constant - sometimes rapid – change to be sustainable and thrive so future generations can enjoy the freshly-cooked Whiteheads taste.”
Victoria Braathen, UK Director of the Norwegian Seafood Council added, “Being named UK’s most sustainable fish & chip shop 2024 is a huge acknowledgement and we are deeply impressed by Whiteheads’ commitment to pushing the industry forward. Sustainability and responsible practices have never been more important and it’s inspiring to see growing awareness from so many businesses and their customers.
Enter the 2025 Fish & Chip Awards here
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