Famous chefs will head to Billingsgate market in London Friday in a bid to encourage people to eat different species of fish, reported the West Sussex County Times.

Following the release of new research showing the stocks of many commercial fish species have reached the ‘gold standard’ of sustainability, chefs such as Masterchef winner Steven Edwards, are backing the ‘Deck to Dinner’ initiative being run by the National Federation of Fishermen’s Organisations (NFFO).

The research, carried out by Research Now, revealed that despite two thirds of people now eating fish once a week, and supermarkets reporting increases in wet fish sales, the majority of 90 percent are only comfortable cooking familiar fish that is pre-prepared.

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