Mitch Tonks ambassador for Norwegian Seafood

The Norwegian Seafood Council has just announced that they have appointed Mitch Tonks as their UK ambassador. A timely appointment as Mitch’s Dartmouth restaurant RockFish recently achieved MSC certification and can now proudly say that its cod and haddock is from certified sustainable Norwegian fisheries.

Mitch Tonks ambassador for Norwegian Seafood

Mitch is a long-time advocate of sustainable seafood. It is this passion that bought him to the attention of Seafood from Norway’s fisk.førever campaign - already committed to using Norwegian cod and haddock Tonks has long been singing the praises of seafood from Norway.

“I’ve been using Norwegian cod and haddock for a number years; it provides me with the finest tasting fish and I’m always assured of its sustainability. Norway is leading the way when it comes to sustainable fishing and I’ve become incredibly passionate about what they do and how they do it. I’ve been out to Norway a number of times to educate myself, it was there that I learnt Norwegian seafood enjoys the support of World Wildlife Fund and that many species of Norwegian seafood are Marine Stewardship Council and Friends of the Sea certified.  

When I heard about the fisk.førever campaign to promote seafood from Norway here in the UK I was obviously keen to be involved,” says Mitch. Norwegian Seafood Council Director Johan Kvalheim said: “We met Mitch on one of his Norwegian research trips and it was his constant relish for great seafood that caught our attention, when we were looking for an ambassador to help us tell the story of Norway’s delicious and sustainable seafood from our cold, clear waters he was the natural choice.” “Our message is simple,” continues Johan: “You can eat seafood with a clear conscience, even cod and haddock, if you choose Norwegian. Mitch will help us communicate this message to UK consumers through a number of channels. Highlights include the creation of some delicious Norwegian seafood based recipes, a Norwegian fishing trip with a group of like-minded and acclaimed chefs to sample some of our delicious *SKREI® The Norwegian Seafood Council will also be supporting the publication of Mitch Tonk’s new cookbook ‘Fish Easy’  publishing this April, by Pavilion.