White Fish Under Pressure: What's Really Going On, and What to Put on Your Menu Instead

If Cod and Haddock have felt harder to plan around lately, you're not imagining it. Both species are under genuine pressure right now, and that's affecting kitchens right across the North West, Yorkshire and the Lake District. The good news is that white fish is a much bigger category than two species, and there are some excellent options out there for chefs who know where to look.

Why Cod and Haddock Are Under Pressure

Supply pressure on these two species isn't a one-off blip, it's the result of quota changes and shifting catch patterns that have been building for a while. Iceland's cod quota, for instance, has been reduced again, and that has a knock-on effect on availability and pricing across the market.

At My Fish Company, our buying team is on the phone to the market every single day of the week. That's not a throwaway line, it's what genuinely separates a good decision from a guess. We see what's actually landing, what quality looks like on any given day, and where supply is truly tight versus where the headlines are running ahead of what's happening on the quayside. It means we can give chefs a straight answer instead of a shrug.

The Alternative Worth a Serious Look: Hake

Frozen Hake deserves a proper look in. It's meaty, white and flakes beautifully, and it performs well whether it's baked, fried or steamed. As a straight swap:

• Hake fillet works as a clean, white-flake alternative to Haddock fillets

• Frozen Hake loin brings the same meaty texture and yield as Cod loin, often with a stronger margin

Consistent portion sizes mean less waste and simpler costings, and because it's frozen, availability doesn't move around with the weather the way some fresh species do.

It's Not a One-Size-Fits-All Swap

Every kitchen is different. The right alternative depends on your menu application, your customer base, your price point and your margins, so a blanket "just switch to X" isn't always the right advice. This is exactly where a proper conversation with your account manager earns its keep. They're across the market in real time and can talk through what will actually work for your specific menu, not just what's available that week.

Why This Matters Moving Forward

Species pressure comes and goes, prices move, and quotas get adjusted most years. What doesn't change is the value of having a supplier who tells you what's really happening rather than leaving you to find out the hard way. That's the whole point of working with a team that buys fresh and frozen fish every day, rather than one that's reading the same reports you are.

If Cod or Haddock are a big part of your menu and you want to talk through options before your next order, get in touch with the team. We'll help you find the right fish for your kitchen, your customers and your margins.

Talk to us: 01253 779 813 orders@myfish.company