Niche London City fine dining business Lusso has launched “Ugly Fish Friday” in a stand against the North Sea fishing quota system that sees half of all the fish caught there thrown back, dead.
Every Friday, Lusso locations will feature a variety of “Ugly Fish” on the menu, cooked to order in a choice of ways. Less pretty and fashionable than their more glamorous but increasingly overfished cousins, Lusso’s Ugly Fish are as good to eat as they are unlovely to look at. Most importantly, they are all species on the Marine Stewardship Council’s approved list of sustainable fish, sourced through Lusso’s supplier Seafood Direct. As part of the initiative, and to underline the “Ugly Fish” sustainability message, Lusso is naming the dayboat and skipper whose catch is on offer, even specifying the harbour at which the fish were landed.
Paul Hurren and Ugly Fish
Lusso Managing Director Paul Hurren who came up with the “Ugly Fish Friday” concept having been inspired by “Hugh’s Fish Fight” http://www.fishfight.net comments; “70% of assessed fish stocks in large parts of the EU are overfished, and yet many delicious, sustainable fish species are currently overlooked and under-used by chefs and thus under-ordered by diners. We are helping to change this by putting our talented chefs to work, demonstrating that Cod, Halibut and Seabass are not the only choices, and that there are literally plenty more delicious fish in the sea.”
“Most of our customers really care about the provenance of their food as well as its taste. We are asking our diners to be a little more adventurous – safe in the knowledge that our chefs will turn them into dishes that even the most discerning diners will love.”
“Ugly Fish Friday” was launched at Lusso’s client Investec restaurant and will roll out across the Lusso estate of restaurants within banks, accountancy, law and insurance firms.
Distinctive “Ugly Fish” logos are being displayed on menus, posters, even on staff’s “Ugly Fish Friday” t-shirts, and details of the “Ugly Catch” of the day will be tweeted to employees of Lusso clients on the morning of “Ugly Fish Fridays” to whet their appetites ahead of lunchtime. Follow Ugly Fish Friday on Twitter (@UglyFishFriday) to keep up to date with the latest culinary delights the Chefs prepare from sustainable fish.
Chefs and customers at Investec have really been getting behind this commitment to sustainable food sourcing in the workplace. More than 70 portions of Megrim Sole, Pollock, Plaice and Sardine were served during the first Ugly Fish Friday at Investec, with supplies actually selling out.
In the 6 months post launch, Lusso predicts sales of upwards of 4,000 “Ugly Fish” portions and also plans a pop up “Ugly Fish” stall at Whitecross Street Market – the hub for urban street food in the heart of the City of London.
About Lusso – Lusso is the niche city and fine dining specialist business within the CH&Co catering group, delivering fine food to the employees of media, law, accountancy, insurance and banking firms both within the Square Mile and also in Birmingham, Leeds and Manchester. www.lussocatering.co.uk
About CH&Co – CH&Co is a leading independent catering group with six specialist brands: Charlton House (staff catering at B&I sites), Lusso (City and fine dining), Chester Boyd (livery halls and private venues), It’s the Agency (venues and events booking agency), Ampersand (public and event catering at iconic & private venues) and Via 360 (bespoke reception services). Current annual turnover stands at £75 million and the group employs almost 2,000 people nationwide. www.chandco.net
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