Experiencing Iceland’s Fishing Heritage in the Westfjords
June 17, 2026
Representatives from the National Federation of Fish Friers (NFFF) recently joined winners from the National Fish & Chip Awards for a three-day educational trip to Ålesund, Norway, hosted by the Norwegian Seafood Council.
Taking place from 14 to 16 June, the visit brought together National Fish & Chip Awards winners, industry stakeholders, media representatives and NFFF delegates for a closer look at the Norwegian seafood industry and the journey of cod and haddock from ocean to plate.
The trip was designed to give participants first-hand insight into the people, places and practices behind Norwegian seafood, with a particular focus on provenance, responsible sourcing, sustainability and the continued relationship between the UK fish and chip trade and Norway’s fishing communities.
A warm welcome in Ålesund.
The group arrived in Ålesund on Sunday 14 June, travelling from across the UK before checking in at the Thon Hotel Ålesund.
The first evening began with refreshments, programme introductions and expert sessions, setting the scene for the days ahead. These discussions explored Norway’s seafood industry, the importance of the Arctic’s cold, clear waters, and the long-standing fishing culture that continues to shape coastal communities across the country.
The day concluded with an informal dinner and networking at Zuuma restaurant, giving attendees the opportunity to meet fellow National Fish & Chip Awards winners, industry contacts and representatives involved in the programme.
On board the Geir.
Monday was centred around one of the key experiences of the trip: a day on board the Norwegian frozen-at-sea vessel Geir.
The group boarded the vessel for a first-hand look at modern fishing and onboard processing, including how Norwegian cod and haddock fillets are produced at sea. The visit offered a unique perspective on the scale, skill and technology involved in bringing high-quality seafood from Norwegian waters to markets such as the UK.
Participants also gained insight into Norway’s approach to sustainable fisheries, including the science, regulation and responsible resource management that sit behind the industry. With UK fish and chip shops relying on high-quality fish, this part of the trip provided important context around provenance and the work that takes place long before fish reaches the frier.
Alongside time on the vessel, the day also included a fjord experience, RIB boat rides, networking and an evening dinner at the famous Alnes Fyr lighthouse with members of the Norwegian Frozen at Sea group.
Understanding the wider seafood supply chain.
The final day included a visit to Ode, one of Norway’s cod farming companies, where the group took part in a tour and presentation of the facilities.
This offered further insight into the wider seafood landscape in Norway and the different ways the industry is investing in knowledge, innovation and responsible production. For fish friers, shop owners and operators, understanding this wider supply chain is an important part of being able to talk confidently about quality, sourcing and the value of fish and chips to customers.
Throughout the trip, the message was clear: when customers understand where their fish comes from, and the work involved in responsible and sustainable fishing, they are better able to recognise its true value.
Championing provenance, quality and standards.
For NFFF, the trip was an important opportunity to connect winners from the National Fish & Chip Awards with the people and organisations behind a vital part of the UK fish and chip supply chain.
The Federation has long championed quality, standards and responsible practice across the trade. Seeing the Norwegian seafood industry first-hand helped reinforce the importance of provenance, strong supply chain relationships and informed conversations between fish friers and their customers.
From the fishing communities of Norway to fish and chip shops across the UK, the visit highlighted the shared pride, skill and care that goes into one of the nation’s favourite dishes.
NFFF was proud to be part of the trip and to stand alongside winners from the National Fish & Chip Awards, industry partners and media representatives in learning more about the seafood that plays such an important role in the future of the trade.
