What's the story, John Dory?

Despite being an island nation, new research we commissioned for our Sustainable Seafood September campaign has revealed there is much the British public doesn’t know about our sea life, with over half (55 percent) not knowing that John Dory is a type of spiny fish.  

In fact, more than one in ten (12 percent) mistakenly thought the common sea fish was a famous poet.

Surprisingly, despite more than half saying they love fish and eat it an average of five times a month, 50 percent of the 2,000 Brits surveyed for the poll to mark Sustainable Seafood September didn’t know that coley was a wild sea fish. One in ten (10 percent) thought it was a breed of dog or a type of plant (eight percent). 

And, more than one in 20 (six percent) were even confused about the term ‘pollock’, saying the only Pollock they were aware of was the famous American artist.  

Six percent also thought hake was a garden tool for clearing up leaves, even though its popularity has dramatically risen over recent years. Now, 66% do know that it is a member of the cod family. 

Despite some gaps in knowledge, 52 percent of Brits are self-professed fish lovers. 

The ‘big five’ species – cod (70 percent), tuna (58 percent), salmon (53 percent), haddock (50 percent) and prawns (46 percent) – remain stalwarts on British dinner tables and what UK consumers tend to eat most, according to those polled. More than eight in ten (86 percent) admit they only eat the fish they know, rather than trying new types.  

In fact, over half (53 percent) have never tried red mullet, turbot (51 percent) or coley (50 percent) while just under half have never tasted monkfish (46 percent) or cockles (43 percent).

Only 39 percent would feel confident cooking a whole fish, while ‘too many bones’ (36 percent), ‘too expensive’ (29 percent), not sure they’ll like it (26 percent), and not knowing how to prepare it (23 percent) are the main reasons we stick to what we know. 

The survey found that 43 percent of Brits only eat fish if it is in batter or breadcrumbs. However, despite this, 79 percent say they would like to be more adventurous with fish and seafood. 

“This poll shows that there’s a fantastic opportunity for Brits to improve their fish knowledge and seafood skills," says George Clark, MSC UK & Ireland Programme Director. "Seafood lovers can still enjoy their favourites – cod, haddock, salmon, prawns and tuna – as long as they choose the blue MSC ecolabel when shopping.

“But this Sustainable Seafood September, we’re also encouraging people to try something different, and particularly the sustainable variety of fish and seafood caught by fishing communities around the UK. When it’s a sustainable choice, there are plenty more fish in the sea – literally! 

 “Sustainable, locally-caught options from around the UK include MSC-certified sardines and hake from Cornwall, coley from Scotland, mussels, crab and scallops from Shetland and cockles from Poole Harbour and Leigh-on-Sea.” 

Looking for the blue MSC ecolabel when buying seafood gives shoppers the reassurance they need that the fish comes from a sustainable source with healthy fish stocks and where the wider marine environment is being protected.  

James Strawbridge, chef, writer and MSC UK Ambassador explained “Trying new varieties of fish can sometimes be a little bit daunting, as this research shows. And as a chef, I think it’s really important to support the UK public on learning the different types of amazing and delicious fish and seafood species that are out there, and gaining the confidence and skills to buy, prepare and cook them. For me there’s nothing better than pan frying a fresh hake fillet, or barbecuing a wonderful fresh scallop right on the grill. 

 “We also know that sustainability matters to those shopping for their fish in the UK, luckily, a blue MSC ecolabel means you've got that covered!” 

Other MSC research, conducted by GlobeScan Consultancy, shows that 45% of UK shoppers are changing their diets because of environmental reasons, while 29% of UK consumers said they would eat more seafood in future if they knew it wasn't causing harm to the ocean. 

Further findings

45 percent have never sampled octopus, 37 percent have never tasted squid and 36 percent say they would never dream of trying mussels.  

Anchovies (39 percent), lobster (35 percent), scallops (34 percent), hake (33 percent), crab (25 percent) and plaice (24 percent) also made the list of delicacies to have never been tried.

Six in ten (61 percent) of Brits have never eaten Spaghetti Vongole. Cockle popcorn (64 percent), Gravlax (60 percent), Bouillabaisse (58 percent), Shellfish Bisque (54 percent) and Moules Frites (54 percent) have also never made an appearance at mealtimes for more than 50 percent of us.  

Regionally, the data also revealed that Bristol is the fish-eating capital of the UK, where they eat six portions of fish or seafood a month, compared to Stoke-on-Trent where they eat just four.