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Around 7,210 fish and chip shops operate across the UK, according to industry body Seafish.
In Dorset, Jon operates a couple of those premises as well as working on a tuna fishing boat.
His grandfather and father were both in the industry; "I swore I never would be involved in fish and chips, but of course it's in your blood.
"We've diversified partly because of my passion and love for fishing, but also because of the way the economic circumstances are, you've got to have a few strings to your bow."
Long charges £11.70 for a regular-sized portion of cod and chips.
"Let's call it £12." he said as he explained that around £2 of that goes straight to the government in VAT.
The cost of the food itself is typically about 35% of the price, or around £3.50 to £4, depending on the type of fish being used.
Labour costs are about 40% so £4 goes on staffing.
Once food, staff wages, packaging, gas and electricity are paid for, there is around £2 left.
That remaining £2 is not simply profit. It helps pay for reinvestment in the business, future improvements and provides Long with his own income.
