ABSTRACT
The fish industry continues to endure turbulent influences which have in recent decades conspired to affect its viability. The traditional British meal of fish and chips was threatened by the burgeoning fast food industry in the 1960s. The ‘cod wars’ of that period also closed the traditional Icelandic fishing grounds to the distant water vessels of the home fleet. Quota restrictions, allegations of over fishing and environmental concerns further prejudice the success of the British fishing industry. Consumers are reportedly put off by the perceptions of the smell of fish, bones, cost, availability and lack of familiarity.
