Video shows haddock's journey from sea to shop A NEW video charting the journey of North Sea haddock from sea to plate has been released in an attempt to highlight the sustainability of the fishery. The video was produced by the Scottish Whitefish Producers" Association, part of the Scottish Fishermen's Federation. The three minute clip charts how a consignment of haddock, landed at Peterhead on board the trawler Budding Rose, is sold, processed and then delivered to the Bay Fish and Chip Shop in Stonehaven, voted the Independent Fish and Chips Shop of the Year in 2013. The Scottish North Sea haddock fishery already holds the Marine Stewardship Council's coveted eco-label for its sustainability. Mike Park, chief executive of the SWFPA, said: "Haddock is the mainstay of the Scottish fleet and there is a great story to tell here of the sustainability of the fishery and the excellent quality of the product. Scottish fishermen are working hard to ensure the sustainable catching of our precious seafood and this short film underlines that commitment.