Light Bites: Moshimo’s rising sun

Moshimo’s rising sun

Brighton’s favourite Japanese restaurant has had a subtle change of name. Owner Karl Jones explains why; “Because we’ve had so much media attention due to our Fishlove photographs and our recent PETA award (not to mention our great food), we felt the need to tell people that we’re just an honest little restaurant in little ol’ Brighton and have got nothing to do with Moshi Moshi London. People often think that we’re part of some chain, but we’re not! It’s important for us and our customers that there is clarity regarding our relationship with Moshi Moshi London. In March 2013 it will be three years since I Purchased MM Brighton from the London Group (Bickland Ltd)

“So, with some sadness, particularly for my business partner Nicholas, who has been involved with the MM brand far longer than I, we have decided to change our trading name to Moshimo – Japanese for ‘If’.

“I mention sadness but also with some relief. Some of you will be aware that Nicholas entered into dispute with Caroline Bennett regarding the way Bickland LTD was being operated and its ever increasing debts. We have spent many months fielding questions relating to our association with MM London and spent much time and effort making sure that we were removed in context and content from mentions in trade and financial magazines, not to mention court papers, it’s too exhausting and makes us feel very tainted.

“Work on our Fishlove campaign has had much support from some of our suppliers and resulted in us receiving an award from PETA, something they have never done before, and the European Parliament have already accredited us with helping guide the upcoming Vote in Maastricht on European fishing levels, these are all things we hold to be true and important to us as a company we cannot have an association with anything that could damage the reputation of our company and what we strive to do.”