The Ceres Podcast Episode 123: A Deep Dive into the UK Fish Trade with William Crooks

When it comes to the fish and chip industry, few people have the experience and insight of William Crooks. As the head of Denis Crooks Fish Merchants, a family-run business with deep roots in the seafood trade, William joins host Stelios Theocharous on The Ceres Podcast for a candid discussion on the state of the UK’s seafood industry.

In this engaging episode, Stelios and William explore everything from supply chain struggles to the cultural significance of fish and chips in Britain. They uncover why UK consumers gravitate toward the ‘big five’ fish species, the surprising logistics behind getting fresh fish from sea to plate, and how historical industry decisions have shaped today’s market challenges.

One of the most inspiring moments in the episode comes as William recounts the humble beginnings of his father, Denis, who founded the business. Growing up in a two-bedroom council house with five sisters, Denis borrowed £500 from the bank to start buying and selling fish. His entrepreneurial spirit saw him build a successful business from a single filleting bench chained to a post in Whitby’s fish market.

What started as a small operation quickly grew as demand for quality seafood surged, leading to the expansion of premises, employment of more staff, and a legacy of supplying top-tier fish to restaurants, hotels, care homes, and, of course, fish and chip shops.

A key theme of the conversation is the evolving challenges within the seafood trade. William explains how shifting fishing grounds, fuel costs, and global demand have impacted availability and pricing. A particularly fascinating moment comes when he describes how UK consumers consistently opt for cod, haddock, salmon, prawns, and tuna—often at the expense of the nation’s abundant seafood supply.

“If you walk into any random pub in London, you’ll see ‘Whitby Cod’ on the menu. That’s largely down to my dad,” William notes, highlighting how marketing and distribution helped turn Whitby cod into a nationally recognized product.

Stelios challenges the sustainability of the UK’s reliance on imports while prime British seafood is shipped abroad. William agrees, expressing frustration that the best langoustines, scallops, and other premium seafood are often sent to Europe while the UK imports lower-quality alternatives.

The conversation turns to the economic realities of the fish trade. The rising costs of transport and storage, the complexities of fresh vs. frozen supply chains, and the impact of global market fluctuations all play a role in shaping the price of fish and chips.

William sheds light on the delicate balance of pricing, revealing how some suppliers take advantage of uncertainty to drive up costs artificially. He insists on fair pricing at Denis Crooks Fish Merchants, ensuring customers benefit from both cost reductions and quality assurance. “At the end of the day, we’re a family business. We want to be fair, look after our long-standing customers, and provide the best fish we can,” he says.

One of the most thought-provoking sections of the podcast covers the future of the UK seafood trade. Will British fish and chip shops ever move beyond cod and haddock? Can farmed fish like cod and haddock become a viable option? William shares his thoughts on why alternative species haven’t gained traction and the barriers that prevent diversification in the market.

The episode also touches on issues such as staffing shortages, the ageing workforce in the fishing industry, and how younger generations are reluctant to enter the trade due to its demanding nature.

This episode of The Ceres Podcast is a must-listen for anyone in the fish and chip industry, seafood trade, or those simply interested in the behind-the-scenes workings of Britain’s most iconic takeaway. With candid insights, industry expertise, and a touch of humour, Stelios and William break down complex topics in an engaging and informative way.

If you’re curious about how your fish and chips make it from the sea to your plate, this episode is packed with valuable insights. Don’t miss out—tune in to Episode 123 of The Ceres Podcast today and subscribe for more expert discussions on the food industry.