Cod father Heston Blumenthal makes an Aussie catch

Heston Blumenthal has signed a five-year endorsement agreement with the Aquna brand of Murray cod farmed in NSW, at Griffith.

British chef Heston Blumenthal inspects the produce at a Murray cod fish farm in Griffith, NSW.

He’s endorsed barbecues, blenders and bottled water from Sweden. Waitrose sells his chocolate teapots in Britain, and in Australia Coles sells his orange Christmas puddings. Now Heston Blumenthal has gone fishing.

The controversial British chef who brought us snail porridge and seafood dishes with seaside soundtracks is now spruiking the iconic Murray cod — or Maccullochella peelii, if you’re feeling Latin — one of Australia’s best known ­native freshwater fish.

In two separate but related deals, Blumenthal’s Fat Duck Group — named for his Michelin-starred Fat Duck restaurant outside London — has signed a five-year endorsement agreement with the Aquna brand of Murray cod farmed in southwestern NSW, at Griffith. The deal will have Blumenthal and his team “advocating” the brand via social media, at events and at their many restaurants.

Blumenthal will also provide assistance and advice with menu and product development, ­according to the aquaculture company. He has also bought a bit of the farm.

In consideration for his promotional role, the fish brand’s listed parent company, Murray Cod Australia Ltd, announced yesterday that “a company associated with Mr Blumenthal will become a shareholder in MCA”.

It said 1,500,000 fully paid ­ordinary shares would be issued “pursuant to the agreement”.

The deal values Blumenthal’s input at $251,250 at yesterday’s share valuation of 16.75c.

The Australian was unable to discover which company will hold the shares. Blumenthal’s corporate structures involve a series of companies registered in the Isle of Man and the Caribbean island of Nevis, both noted tax havens.

In a statement, MCA chair Ross Anderson said Blumenthal was an outstanding person and a world leader in his field: “We are confident the involvement of his group as a stakeholder in MCA will further accelerate our progress in securing Aquna’s position as a global luxury food brand.”