Talking to Fishupdate.com, John Williams, a director of FASFA, said that the sponsorship deal was a “logical step” in the organisation’s objective to promote the use of frozen whitefish, underlining the general health of the whitefish stocks in the Barents Sea.

“The rational for FASFA is for people to understand where their fish is coming from and to raise the awareness of the frozen at sea fillet,” he said.

Alluding to the current problems in the North Sea, Mr Williams said that the availability of frozen at sea fillets meant consumers should not stop ordering their favourite dish. “The product sourced from the North and Irish Seas, which is where all of the media attention is focused on, is less than ten per cent of the cod consumed in the UK. The only consumers it will effect will be those who insist on eating wet fish.”

Mr Williams said that the number of fish and chip shops and restaurants turning to frozen at sea fillets was increasing. Not because of price, but quality. With the exception of day-old wet fish, frozen at sea fish is probably the best quality fish available. Knowledgable people in the business know that.

• See more in the July edition of European Fish Trader.

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