#239: behind the Scottish Fish and Chip Awards with Warren and Sarah Paul

Some podcast episodes entertain. Others educate. Episode 239 of The Ceres Podcast does both, while also offering a rare, unfiltered look at what it really takes to build events that matter to an industry. Hosted by Mark Petrou, this episode brings together Warren and Sarah Paul of Paramount Creative for a wide-ranging, deeply human conversation that will resonate strongly with fish and chip shop owners, hospitality operators and family business leaders.

At its core, this episode matters because it is not about awards for the sake of trophies. It is about visibility, pride, community and the commercial realities facing independent food businesses today. Through candid storytelling and practical insight, Warren and Sarah explain why recognition works best when it is rooted in the public, the local community and genuine experience.

From humble beginnings to industry influence

The episode opens by grounding listeners in Warren Paul’s background, which is anything but polished. He shares stories of growing up in Glasgow, collecting life insurance payments with his mother and being rewarded with fish and chip suppers. His loyalty to a “special fish supper, two pickles, a gherkin and a can of Vimto” becomes both a running joke and a powerful symbol of how deeply fish and chips are woven into his life.

Warren’s journey through school, early business failures and successes, and his first entrepreneurial leap with a lawn-mowing business paints a picture familiar to many independent operators. It is a reminder that resilience, persistence and timing often matter more than formal qualifications.

Sarah Paul’s story balances this perfectly. With a background in graphic design and marketing, she explains how creativity, branding and visual identity underpin everything Paramount Creative does. Her experience in hospitality publishing and design shapes the way their events look, feel and communicate value to both operators and the public.

Together, their paths converge naturally into a partnership that blends commercial realism with creative discipline.

Why Paramount’s events feel different

A central theme of the episode is the philosophy behind Paramount Creative’s awards. Warren is explicit that the company is a commercial business, but equally clear about its responsibility to the industries it serves. The goal is what he describes as a “happy circle”, where sponsors, operators and the public all benefit.

One of the most striking insights is the emphasis on the guest experience, not just the winners. Warren explains that Paramount designs events for the people who attend without an award, without a sponsorship badge and without a commercial agenda. If those guests leave saying they had a special night, everything else follows.

Mark Petrou reinforces this point by describing his own experience attending the Scottish Fish and Chip Awards. What initially felt like controlled chaos revealed itself, on repeat visits, to be an event that deeply understands its audience and culture.

Public voting, credibility and trust

For fish and chip professionals, the discussion around judging and credibility will be particularly relevant. Warren addresses industry scepticism head-on. Paramount does not claim to be expert fish fryers. Instead, they focus on event delivery, visibility and promotion, while bringing in independent judges and public voting to reflect real customer experience.

The public vote is not treated lightly. Warren outlines how votes are verified, checked and validated to ensure fairness. Shops are visited. Food is tasted. Judges are kept separate from sponsors and finalists to avoid any perception of influence.

This approach underpins one of the episode’s strongest messages: customers know what good fish and chips look like. Ignoring that voice, Warren argues, misses the point entirely.

Recognition that works locally

A recurring insight throughout the episode is the power of regional recognition. Rather than chasing a single national champion, Paramount’s model allows shops to shine in their own postcode, town or region. Finalists, highly recommended businesses and category winners all gain something tangible to promote.

Mark highlights how effective this is in practice. A certificate, a headline in the local paper or social media recognition can drive footfall, morale and confidence at a time when rising costs and supply pressures are squeezing margins.

Warren supports this with examples of operators reporting their busiest periods in decades following recognition. While careful not to overstate outcomes, the conversation makes it clear that visibility and pride still have commercial value.

Lessons from behind the scenes

One of the most engaging moments in the episode comes when Warren is asked about things going wrong. His story about a magician’s dove apparently dying moments before going on stage is both funny and revealing. It captures the reality of live events, where there are no retakes and composure matters.

There is also a practical lesson in catering. Mark praises the decision to serve pie instead of fish at a fish and chip awards dinner, acknowledging how risky it can be to serve specialists their own product. It is a small detail, but one that reflects thoughtful event design and respect for the audience.

Looking ahead to England

The latter part of the episode focuses on the launch of the English Fish and Chip Awards, with a final planned in Manchester. Warren explains why the event is England-specific, how categories will evolve based on feedback, and why Manchester’s media presence makes it a strategic choice.

Sarah adds that while the market is different, the commitment remains the same. The aim is to deliver the same level of care, creativity and effort that has defined their Scottish events, while listening closely to operators on the ground.

Both are clear that this is a long-term commitment. As a family business with the next generation already involved, Paramount is not experimenting. They are building.