Three years ago, Hugh Fearnley-Whittingstall galvanised public opinion when he launched his initiative to create greater awareness about chickens.
Now Hugh sets out to understand what is happening to Britain's fishing industry.
Hugh heads out into the North Sea in search of cod and to campaign against the waste of precious food resources.
Having won the public vote by raising awareness about the shocking conditions suffered by broiler chickens, Hugh does something similar with fish, and meets plenty of eccentric seafarers along the way.
On his one man crusade to find out what is happening to Britain's fishing industry, he sets out with endearing zeal. It is well known there is a problem in the oceans. Hugh wants to find out what is going on at the industrial end of our fisheries. And what he finds is that its not just bad – its mad. What Hugh discovers is that up to half the fish being caught in the North Sea is being thrown back into the sea dead, because of what he believes are crazy EU rules. Hugh launches his most ambitious campaign yet, to try and put an end to this shameful practice. Its a fight which will take to some dark and unexpected places – not least the corridors of power in Brussels.