Super Normal?

At Norfisk we procure only the highest quality long-line Norwegian Cod and Haddock. All fish is responsibly sourced and ‘Frozen at Sea’ on board select vessels resulting in a premium fillet of optimal standards.

“Our brand of longline fillets is fast becoming a game changer for interleaved boneless fillet supply into the Fish & Chip sector” says Commercial Director Matthew.

“We launched our trawled version of the brand into Ireland in 2018 and have had huge success there. Continuity of product and supply all year round at stable prices is clearly a big plus for friers.

The industry is undoubtably short of longline fillets that are pan ready, so we saw a gap in the market. In the current climate it’s all about food safety and consumers are fully conscious of the long-term planet gains as a reflection of what they consume and thrive on knowing this before they eat. More selective fishing, intact seabeds, lower greenhouse emissions and unwanted bycatch are just a few of the benefits of long-lining and consumers love to see and hear these facts.”

Matthew goes on to say “more recently we have progressed the brand with long-line fillets into our range. Our processing partners have decades of experience in buying only the best quality fish and we felt obligated to offer a higher volume of premium boneless fillets to the fish frying trade. Our state-of-the-art facilities take the headed and gutted fish down to temperature that barely allows them to fillet the fish then within minutes it’s interleaved and plate frozen.”

Research company Nofima have analysed and compared fish caught by long-lining and fish from trawler catches. This has shown that line-caught fish has a whiter flesh and gives a firmer fillet. The most important reasons for the better flesh quality of line-caught fish are better bleeding out and less compression damage,” says researcher Bjørn Tore Rotabakk. Both the compression damage and the poor bleeding out are caused because trawling brings up from five to twenty tons of fish onto the deck each time, while with long-lining the fish are brought on board one by one. Researchers have carried out chemical, technical and sensory analyses in order to assess fish quality. Taste assessors have judged the fish on colour, texture, smell, splitting and surface, while chefs at the Gastronomic Institute have assessed the flavour. The conclusion of both groups is that line-caught fish has a much higher quality.

So, whilst Norfisk is relatively new to the market it’s not aiming to revolutionise the industry – only to offer the more conscious buyer a convenient alternative to trawled and to compliment the Fish and Chip sector, one that they know prides itself on very high standards!