01/07/2013 - 18/12/2013


 The Bay Fish and Chips, (The Bay) has a reputation for sustainability and quality. Not only has the company won several awards for its work, it also has an established social media presence and supplier network. The Bay is also involved in educational outreach work and the business case for this development hinges on the enhancement of its reputation by supporting activities in these areas. The Company wishes to enhance its reputation for sustainability and the nutritional value of its products by providing customers with information via its website, a mobile phone app or both.


The Bay has a requirement for the capture and delivery of information about its products to its customers. An innovative feature of the requirement is the calculation and inclusion of food miles based on information about suppliers, production methods and transportation collated into a central repository. The aim is to improve:

·         Direct communication between The Bay and its customers

·         Public education about the source and processing of food products

·         A wider societal impact through more informed consumer choice


 The proposed project will deliver the required application and in particular, the information should include

·         Current menu and specials

·         The nutritional value of ingredients/menu items

·         The provenance of ingredients

·         The ethical background of suppliers

·         The food miles/carbon emissions represented by menu items

In addition to the delivery of information the application should provide some further functions:

·         A facility for users to provide feedback

·         A facility for linking to social media content (Facebook, Twitter, YouTube)

BayFish is a Innovation Award project funded by SFC IV. Carried out in collaboration with and others. For further information please refer to .
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Project Team

Brian Davison
+44 131 455 2373
Neil Urquhart
+44 131 455 2655

Associated Publications