Fish2fork was established as a result of the impetus created by Charles Clover’s book and film ‘The End of the Line’. The film brought the crises in our oceans, in particular that of overfishing and its catastrophic consequences, into the public arena. Whilst the public has clearly demonstrated its concern about the issue, and supermarkets have responded accordingly, the restaurant trade had been alarmingly slow to react. As such a clear opportunity was identified to both equip consumers with the knowledge to make responsible decisions about their restaurant choices and, in parallel, work with the restaurant trade to improve their practices. Fish2Fork works to drive major change within the restaurant business, encouraging sourcing and selling of sustainable fish.
The National Grid was asked to produce a visual identity for the launch of the Fish2Fork Chefs’ Club. The Chefs’ Club consists of a group of engaged, influential and prestigious restaurateurs and chefs committed to sustainable and responsible seafood sourcing practices (Including Jamie Oliver and Hugh Fearnley-Whittingstall. This group will help create a restaurant industry in which quality is synonymous with sustainability and, ultimately, no endangered or vulnerable species are served.
