Dubai, United Arab Emirates - Wednesday, September 24th 2014 [ME NewsWire]

In 2001 London Fish & Chips™ set sail with plans to bring a British culinary delight to the shores of Middle East & beyond. The concept was developed out of the need to meet consumer demands for not only healthy food but also sumptuous, high quality offerings in every aspect of the London system.

Prepared and served in a crispy batter, London Fish & Chips is famous for serving delectable fish with healthy home-made style chips that tantalize your taste buds for more.

Now with over 30 restaurants in the United Arab Emirates, Kingdom of Saudi Arabia and United Kingdom and further expansion plans through franchising, it seemed like an obvious choice to make sure all the fish on our menu were certified by the Marine Stewardship Council (MSC), who work with partners to transform the world's seafood markets and promote sustainable fishing practices, but despite fish and chips being one of Britain's oldest culinary traditions there are still only a small number of retailers whose menu offers 100% MSC approved fish. In fact, we were lucky enough to be the first and only Fish & Chip shop to receive the certification in the Middle East this year as well as the first Fish & Chip to receive the MSC certification in central London, England.

"Our livelihood, our entire business relies on high quality sustainable fish. I’m not prepared to accept anything other than the best for my customers," said director, Gary Arnold, "MSC is the most stringent standard for sustainability and traceability so our customers will know that their fish can be traced right back to a certified sustainable source. That’s important to me and for the long-term success of not just my fish and chip shops, but fish and chip shops everywhere."

Fish and Chips is an industry wherein we must rely on the best kinds of fish, with no alternative since it is not something that can be easily replenished, processed or grown. Customers want to know where our fish comes from and how it is sourced, so it becomes very important for them that species such as the Atlantic Cod, that are categorized as (Vu) vulnerable are taken care of. Sustainable fishing not only ensures our brand a future, but also gives us the confidence that we are operating ethically towards our society.

We wanted to make a statement about the core values that our brand has undertaken in the last 13 years, in terms of providing the best quality to our customers by operating within the sustainable parameters of our concept. We wanted to ensure that our existence leaves the world a better place in some way and giving London Fish & Chips a long and prosperous future. The MSC certification is not just a statement but a promise to always source our ingredients as efficiently and sustainably as possible.

Contacts

Loay Shaban; General Manager

London Business Group

009714-4479788

loay@lfc.ae

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