Episode 118: Fish, Resilience, and the Future – A Chat with Bobby Joyce

Imagine sitting down with a cup of tea, the faint hum of a bustling kitchen in the background, and tuning into a conversation that feels tailor-made for anyone in the hospitality game—especially those who live and breathe fish and chips. That’s precisely what you’ll get with Episode 118 of The Ceres Podcast, hosted by the ever-engaging Stelios Theocharous. This time, he’s joined by Bobby Joyce from Smales Fish Merchants, and together, they unpack a whirlwind of challenges and triumphs that have shaped the industry since their last chat three years ago. If you’re running a pub, restaurant, or takeaway, this episode is packed with insights that’ll make you nod in recognition and scribble down a few ideas.

Stelios kicks things off by catching up with Bobby, reflecting on how much has changed since 2019—a year that feels like a lifetime ago, thanks to the chaos of COVID. Bobby, with a mix of candour and pragmatism, walks us through how Smales, a major player in fish supply based in Hull, weathered the storm. When the pandemic hit, their customer base—mostly fish and chip shops—shuttered overnight. “We didn’t have a choice,” Bobby recalls, explaining how they made the tough call to close temporarily. It’s a raw glimpse into the gut-wrenching decisions hospitality suppliers face, and it sets the tone for a discussion that’s as real as it gets.

What stands out is how Smales didn’t just survive—they adapted. Bobby shares how they brought staff back individually as demand trickled in, turning “the odd phone call” into a steady stream. For hospitality businesses, this is a masterclass in resilience: when the world stops, you don’t. You pivot, rebuild, and keep your customers in the loop. Bobby’s honesty shines when he admits a handful of shops ditched them for closing—“a personal insult or political thing, who knows?”—but most understood. It’s a reminder that loyalty cuts both ways in this industry.

The episode takes an intriguing turn as they tackle the elephant in the room: skyrocketing cod and haddock prices. Bobby breaks it down with the clarity of someone who’s lived in this trade for over 20 years. Smaller cod (5-8oz, 8-16oz) is cheaper—£40-50 less per case—while larger fillets are at record highs, driven by global demand from places like the U.S. and a tight haddock supply. “The trawlers kept fishing through COVID,” he notes, but with haddock sizes off-cycle and competition fierce, prices haven’t peaked yet. For any business owner fretting over menu costs, Bobby’s advice is gold: get flexible. He suggests using cod trimmings for fish cakes or bites, a simple tweak that’s boosting margins for savvy operators.

One surprising gem is how the pandemic sparked innovation. Bobby points out how fish and chip shops, forced to adapt, embraced click-and-collect and aggregators—tech their customers’ kids already loved. “COVID forced their hand, and it’ll benefit them,” he says. Stelios chimes in, noting how his own business grew by supplying more wholesalers post-crisis. It’s a powerful takeaway: sometimes, a near-death experience ignites a fire to rethink everything.

The conversation isn’t all doom and gloom—there’s optimism too. Bobby highlights how fish and chips became a comfort food lifeline during lockdowns, with VAT cuts and pent-up demand giving shops a leg up. “If you haven’t done well in the past 18 months, something’s wrong,” he quips. It’s a nod to the industry’s grit and a subtle challenge to keep that momentum going.

The episode doubles as a reality check and a pep talk for hospitality folks. Stelios and Bobby touch on sustainability—why we lean so hard on cod and haddock—and the trickle-down effects of Brexit and quotas. But it’s their focus on relationships that hits home. Bobby praises Smales’ drivers and staff, who kept the wheels turning through it all, and Stelios urges shop owners to treat them right. “Feed these guys, offer them a drink,” he says—a small gesture that could mean better service when supplies are tight.

By the end, you’re left with a mix of hard truths and hope. Bobby’s parting thought lingers: “Fish and chips shone through in a time of crisis.” With new trawlers being built and demand holding strong, the future looks bright—if you play it smart.

So, if you’re in hospitality and want to stay ahead of the curve—whether it’s navigating price hikes, rethinking your menu, or just soaking up some hard-earned wisdom—Episode 118 of The Ceres Podcast is your next must-listen. Tune in, subscribe, and join Stelios and his lineup of industry voices as they dish out the kind of know-how that keeps businesses thriving. You won’t regret it.