[00:01.21]The Brits love their fish-and-chips but now, breaking with tradition,[00:06.72] the cod sold in chippies is often imported from Iceland, Denmark or Norway rather than caught by British fishermen.[00:15.44] This trend was brought about in the 1970s.[00:19.48]Iceland banned the British fleet from venturing into a perimeter 200 miles off its coast,[00:26.90] where fertile grounds for cod are found.[00:29.79] Many British boats have been catching and selling fish like turbot, monkfish, megrim and brill -[00:36.94]apparently more familiar to the French and Spanish tastes.[00:40.94]Despite the boom in American fast food and Chinese and Indian takeaway restaurants throughout Britain,[00:47.31] the national taste buds remain loyal to the exact ingredient of the dish they grew up accustomed to enjoying.[00:54.23] About a quarter of the 800,000 tonnes of cod caught globally every year are consumed in the UK.[01:02.04]And 250 million fish-and-chip suppers are sold annually.[01:07.27]But less conventional consumers are starting to swim against the tide.[01:12.15] 'Highlander', wrote on the BBC's message board:[01:15.24]"Many people are missing out by not even trying other types of fish".[01:19.98] 'Ria' refuses to follow the crowd.[01:23.07]She'd rather not eat cod "because of its association with people who won't stray away from what they know".