Middleton Foods Expands Rooster’s Range with
May 11, 2026
The National Federation of Fish Friers was delighted to attend The Inspiration Day 26 in London yesterday, joining NFFF Associate Members, industry partners and this year’s National Fish & Chip Awards winners for a day focused on ideas, inspiration and the future of the fish and chip sector.
Hosted in partnership with the Norwegian Seafood Council, the event brought together leading voices from across the wider seafood industry for a programme exploring provenance, sustainability, talent development, frozen-at-sea seafood, and the role of social media in showcasing excellence.
The day began at Westminster Kingsway College, where attendees took part in a fantastic guided tour and gained valuable insight into how future hospitality talent is being shaped. The morning session also included presentations from Mike Warner, CEO of A Passion for Seafood, on the importance of connecting sustainability and value; Julie Waites from the Frozen at Sea Fillets Association showcasing the importance of informing customers about the journey from net to fork; and food influencer Andrej Urošević on how to maximise brand impact through social media storytelling.
Guests were treated to an inspirational kitchen demonstration by Michelin-starred chef Simon Hulstone, who explored creative ideas using Frozen at Sea cod, haddock, and saithe, creating a clever twist on a traditional hot dog.
The afternoon continued at the Norwegian Ambassador’s Residence, where attendees enjoyed a Seafood from Norway networking lunch, hosted by Ambassador Torre Hattrem.
Expertly moderated by Andrej Urošević, the day concluded with the sharing session “Behind the Win: Using Social Media to Showcase Excellence” and featured Aman Dhesi from The Scrap Box which was crowned Takeaway of the Year and won the Marketing Initiative Award at the National Fish & Chip Awards 2026, as well as Sarah Heward from The Real Food Café, winner of the Environment and Sustainable Business award at the same awards.
“On behalf of the NFFF, the Inspiration Day was a valuable opportunity to stand alongside our Associate Members, award-winning operators and industry partners in celebrating the people, products and ideas helping to shape the future of fish and chips.
“The day really highlighted the strength of collaboration across our sector, bringing together suppliers, chefs, educators, industry representatives and successful operators to share knowledge, celebrate achievement and take fresh inspiration back into businesses across the country.
“We are extremely grateful to the Norwegian Seafood Council for their continued support and hospitality. A special thank you must go to Bjørn-Erik Stabell, UK Director of the Norwegian Seafood Council, for his meticulous planning and warm welcome throughout the event. We also wish Bjørn-Erik a very happy birthday for the day and hope he enjoyed the celebrations!”
— Caroline Murphy, Treasurer, NFFF
