SENA 2020

Boeing 707 - October 17, 1958

Why

Fresh?

Webster’s Dictionary defines “fresh”

as having its original qualities unimpaired

USA Consumption 16lbs Per Capita

Japan Consumption

99lbs Per Capita

The

Fresh

Enigman

Everyone Knows About Frozen Seafood

It's cheap

It didn't sell, so they froze it

Frozen Fish

Bad Image

The cardboard taste isn't so bad

If you can get fresh instead, you're better off.

- 10 F

- 45 F

Cod Cells

Quality

Jonathan

Jon

Chuck

Pete

Over

Fishing

93% of fish stocks are over fished or fished to their ecological limit

59.6 m people around the world find a source of income and livelihood in the fisheries and aquaculture sector

Seafood

Jobs

2018 MSC Consumer Survey (Globescan)

Consumers want protections

83% of seafood consumers

agree that we need to

protect seafood supplies

for future generations

Zero

Waste

Zero Waste Merchandising

WWF Partnering with Retailers to Find Solutions

WWF Partners

Responsibly harvested frozen seafood is part of the solution

Copy

80% of Food Service

seafood sales

are frozen

Food Service

Stats

Sysco sells

420 million lbs

of frozen seafood

per year

At Sysco, frozen seafood means correctly frozen seafood.

- 45 F YES

- 10 F NO

Consistent

High

Quality

A chef's name is on every plate. Quality is everything!

Blind Taste Test - Washington Post 2013

Wild vs Farmed Salmon Tasting

Taste

Tests

9 FRESH salmon, 1 FROZEN salmon

Post Food section writers and D.C. seafood experts

The overall winner was Costco FROZEN Atlantic salmon (Norwegian)

https://www.washingtonpost.com/lifestyle/food/farmed-vs-wild-salmon-can-you-taste-the-difference/2013/09/23/3a2650a2-1fcb-11e3-8459-657e0c72fec8_story.html?utm_term=.442534590d0b

Blind Consumer Taste Test 2017

Frozen wild coho salmon and black cod

Eco Trust 2017

"the flash-frozen fish was regarded as either more desirable or statistically equal to fresh fish." - Ecotrust Study 2017

Benefits of Frozen Seafood

Benefits

of Frozen

Always Available

Consistent Cost

Chef friendly

Earth Friendly

Easily Traceable

Consistent Quality

Today's Frozen Seafood

20X lower carbon footprint

Frozen Seafood

Consistent Quality, Availability and Price

Customer

Attitude

Customer

Attitude

Pilot

Goals

Pilot

Tools

In Store

Demo

Trifold

Recipe

Trifold

Likelihood that participants would buy the sampled fish

Pilot

Results

Are you more likely to buy frozen fish and cook it

directly from frozen after participating

in the demo?

74% Yes or Probably

80% of Meals are Eaten at Home

NPD Group 2019

Shellstock

70% of Seafood is Eaten in Restaurants

Live Shellfish

Shellstock

25% Shrink

Fresh Fish Excluding Salmon

Fresh

Fish

20% Shrink

Frozen Seafood

Frozen

1%

shrink

1% Shrink

Today's Frozen Seafood

Frozen

1%

shrink

Today's Frozen Seafood

10K Film

Boneless

PF 10K

Film

Top Quality

Frozen at -45 degrees F

7 Day Shelf Life at Store / Restaurant

Today's Frozen Seafood

Ready

to

Eat

Ready

to

Eat

No one

is asks

if it is

fresh or frozen

Today's Frozen Seafood

Ready

to

Eat

Ready

to

Eat

Today's Frozen Seafood

Ready to Cook

Ready

to

Cook

Simple Labels

Today's Frozen Seafood

Ready

to

Cook

Ready to Cook

Blind Consumer Taste Tests 2019

Albacore, Sockeye, Rockfish and Scallops

Eco Trust 2019

"Frozen at Sea rated as good or better than supposedly “fresh” fish bought at the supermarket." - Ecotrust

Fresh

Local

It's Not Fresh vs Frozen

Fresh

VS

Frozen

It's Seafood for Dinner

Frozen Seafood Information

A Fresh Look at Frozen Seafood

https://www.nwpb.org/2019/11/06/take-a-fresh-look-at-frozen-seafood-and-prepare-to-be-surprised/

Real Food. Frozen

https://nfraweb.org/wp-content/uploads/2018/10/2019-Frozen-PR-Messaging-Platform-and-Pillar-PNG.png

Frozen to Fork

https://uploads.wildalaskaseafood.com/2017/12/Frozen-to-Fork.pdf

Frozen

resources

https://www.fda.gov/food/resourcesforyou/consumers/ucm077331.htm

Selecting and Serving Frozen

Article: Buy Frozen Seafood

https://www.pressherald.com/2018/11/11/fresh-or-frozen-seafood/

Cook it Frozen Techniques http://www.wildalaskaseafood.com/cook-it-frozen-cooking-techniques/

Cook it Frozen

https://www.wildalaskaseafood.com/slideshow/cook-it-frozen/

Real Food. Frozen

https://nfraweb.org/wp-content/uploads/2018/10/2019-Frozen-PR-Messaging-Platform-and-Pillar-PNG.png

Frozen

resources

Frozen to Fork

https://uploads.wildalaskaseafood.com/2017/12/Frozen-to-Fork.pdf

Selecting and Serving Frozen

https://www.fda.gov/food/resourcesforyou/consumers/ucm077331.htm

Article: Buy Frozen Seafood

https://www.pressherald.com/2018/11/11/fresh-or-frozen-seafood/