‘Sustainability’ can’t just be a buzzword

Chefs Michel Roux, formerly of Le Gavroche and also long-standing Seafood from Norway ambassador and Rosie Welch, chef director of events company From the Woods, explored this topic during a panel discussion at this year’s Norway-UK Seafood Summit, where they looked at how their industry’s approach to seafood and the way it is communicated to diners continues to evolve.

Roux noted that seafood is playing an increasingly prominent role on restaurant menus compared with previous decades. “Back in the day, the vast majority of sales were definitely animal-protein focused,” he said. “But now that has flipped.” He sees more chefs embracing seafood as a hero ingredient – allowing its delicacy, texture and story to lead the plate.

Welch is seeing similar trends in private dining and events. Guests increasingly request seafood as a main course, reflecting broader consumer interest in health, sustainability and lighter proteins. But with that interest comes a sharper expectation for transparency. Diners, particularly in premium hospitality settings, want sustainability to be real – not a marketing flourish.  

For Roux, this means avoiding empty language. “We have to be careful not to jump on a bandwagon,” he said. “The story has to be true, and we have to fully understand what ‘sustainability’ means.” For operators, communicating that story effectively often comes down to clarity and confidence. Welch believes that the way this story is communicated can be simple yet powerful: a clear line on the menu, a confident front-of-house team, and a focus on provenance. “I think people really want to see where the seafood is from and how quickly it has gone from the sea to the plate,” she said. “That’s a great story.”

Industry initiatives are helping to support that knowledge. Seafood from Norway works to build confidence around species, sourcing and seasonality through collaborative chef education partners like Westminster Kingsway College. Norway’s approach to fisheries is grounded in science-based quotas and long-term stewardship of marine ecosystems, ensuring stocks remain healthy for future generations to come. Alongside this, the country has developed one of the world’s most advanced aquaculture sectors – a system built on innovation, regulation and environmental oversight to produce high-quality seafood while supporting food security.

“I think aquaculture is supremely important for our future and we as chefs should embrace that,” said Roux. For chefs and operators looking to evolve their menus, this approach opens new creative opportunities. Alongside familiar favourites such as cod and haddock, species like saithe offer a flavourful, affordable and sustainable whitefish option, helping operators balance cost pressures with responsible sourcing.

Ultimately, the message for hospitality businesses is clear: sustainability is not just about sourcing responsibly – it is about sharing the story behind the product with honesty and heart. When chefs communicate provenance with authenticity, they build trust, enrich the dining experience and help secure the future of the seafood they serve.

To find out more about Norwegian seafood and the country’s responsible sourcing practices, visit: www.seafoodfromnorway.co.uk/origin-matters