Wild bass, Dover sole, crab, lobster and prawns are just some of the varieties which can be hooked.

Other favourites include huss, pollack, conger, mackerel, pouting, flatfish, wrasse and river cobbler. The odd black bream, skate and even shark are occasionally caught. Purchased and cooked just a few hours after being landed by local fishermen, you can really taste the difference.

According to Seafish, there are 30,000 species of fish and shellfish in the world and around 100 different varieties available in the UK.

Yet shoppers in Britain have a far more conservative attitude towards seafood than most other nations in Europe.

Just five species - tuna, salmon, cod, haddock and prawn - account for about 80 per cent of the fish sold by major supermarkets. But whatever you have with your chips, we are all becoming more aware of where our fish supper comes from. This is partly thanks to a band of celebrity chefs such as Hugh Fearnley-Whittingstall, Jamie Oliver and Heston Blumenthal.

They have joined forces to champion sustainable seafood and celebrate lesser known delicacies of the deep.

Fishmonger Jonathan Pulman - who owns Hancock's in Newport – admits customers are much more switched on about fish nowadays.  He says: "All these TV shows and telly chefs have certainly sparked a resurgence in fish.

"Before customers would come in and pick up their weekly four fillets of cod or haddock and maybe a piece of salmon. "Now they are keen to ask questions and want to know exactly how their fish has arrived in the shop.

"They are so much more clued up and will ask when, where and how the fish was caught. We have to be ready with those answers. "Sustainable is the watch word on everyone's lips at the moment.

"But it can only be a good thing if television is helping making the public more aware of what they might be missing out on."

One of the most shocking statistics is the estimate that half of all fish caught in the North Sea are thrown back overboard.

The EU believes that in these fishing grounds alone, fishermen discard between 40% and 60% of their catch to avoid exceeding quota restrictions. On top of that we also export 68 per cent of fish landed in the UK.

The irony is that countries which we believe to have a more sophisticated food culture, such as France and Spain, are buying up the food we reject.

One solution being mooted by the TV chefs, and backed by both government and conservationists, is to change our eating habits.

Johnathan, 29, went on: "There is so much to choose from these days so on-one should ever become bored of fish. "Right now crab, huss and Dover sole are fantastic.

"We also have everything from salmon and plaice right through to swordfish and tuna.

"There are clams, whelks, winkles and a variety of smoked fish. We even have caviar if you feel like something extra special.

"I'd say don't always go for the obvious. I know we love our white fish, but do try something different as well."

Around the UK there are over 12,00 fishermen working on more than 6,500 active vessels.

Fishing at sea is one of the most dangerous occupations in the UK. Johnathan deals with local fishermen direct and believes this gives him a huge advantage over the major supermarket chains.

He revealed: "We buy our fish direct from the fishermen or the market.

"They come in to see us early every morning with their catch which we weigh then put out on display.

"It is in the shop within hours of being caught. The fish that arrives in our shop tomorrow is from a boat that went out last night.

"The supermarkets can't offer that. They buy fish which then goes to a central depot before being transported to their stores.

"It might not need to be frozen but it's not as fresh as the fish we sell. Quality in fish means freshness, above all. "I think we have taken a lot of the fear out of fish for people.

"They are not afraid to go to their fishmonger and ask for the bones or the skin to be removed and so on.

"Fish is healthy, it's easy to cook, it doesn't take a lot of effort and it is really good for you.

"We need to get people eating fish a few times a week. The health benefits are huge."

Despite working with fish on a daily basis Johnathan confessed he is hooked even in his spare time.

He grinned: "I often relax by going and doing a spot of angling. I don't have a boat or anything but I do love fishing.

"Seafood is just so exciting because there are so many different species available to eat and enjoy.

"It is naturally the easiest thing to cook because it needs no adornment. Flavours like garlic, olive oil, sea salt and fresh herbs are all you need to make a fabulous fish supper."