Fish for Dummies
Quick and Easy Seafood Solutions Shift to the Deli

Deli departments have an opportunity to alleviate consumer concern about seafood preparation and to broaden interest in the category by introducing alternatives to the raw product selections in the seafood department.   Further, many cooked seafood products appeal to consumers' healthy eating goals and low-carbohydrate/high protein dietary trends.

"We've learned from our focus groups that consumers want quick, easy-to-prepare, good-tasting meals.   A lot of times, people choose to consume fish at restaurants, investing the money to eat out because they don't feel confident preparing fish at home," according to Sara Danforth, marketing manager at Morey's Seafood International LLC, Minneapolis, MN.

What's for Dinner?

"The next big trend is precooked seafood entrees that can be microwaved in less than a minute.   Those entrees address three issues consumers have with cooking seafood," says Louis Kemp's [Bill] McClellan.

First, it's convenient, can be cooked right in the tray and doesn't smell up the kitchen; second, it gives consumers confidence they won't overcook or undercook the seafood; and third, the branding is big in providing trust, but is coming bigger with new labeling and food safety issues.   "That the wave of the future - easy-to-fix, seafood meals to go," he says.

Louis Kemp is a national supplier of refrigerated packaged surimi crabmeat.   The company supplies it in bulk to delis for use in seafood salads, but there is also a growing demand for the products as in-store sushi bars become more prevalent, explains McClellan.

Morey's Seafood, which offers marinated, ready-to-cook items including salmon, recently added tilapia and shrimp to the line.   While primarily sold in the seafood department, there is application in the deli department, explains Lynn Girouard, executive vice president marketing and sales.   Further, a lot of people don't shop the seafood section of the store because of fear of fish and seafood.   They have the mind set that when they eat fish, it is in a restaurant because they have no clue of how to make it at home, she says.   If the supermarket merchandiser puts the fish in the prepared foods section, people would get the idea to try it, says Girouard.   Depending on the retailer, products could be purchased in foodservice, vacuum-packed portions, prepared in-store and merchandised with the higher-ring prepared entrees because they look a little more upscale, she suggests.

Morey's marinated raw products are packaged with full cooking instructions for grilling, baking or sticking in the microwave.   The product holds pretty well after it's been cooked, explains Girouard.   The consumer just reheats the platter at home.   The deli employee could prepare the product in the kitchen to display by the piece or by the pound, or top a salad with the cooked marinated shrimp.   Morey's also has lines of both hot and cold smoked salmon that maintain a great shelf life in the deli, adds Girouard.

Morey's products are primarily targeted to men and women age 30 to 60, people with higher household incomes, dual income families, and those who enjoy fish at restaurants and look to value-added products.   "Our products are ideal for people who don't know anything about preparing fish, Fish for Dummies," says Girouard.   "People often perceive that fish is difficult to make, but it's just as easy as beef or chicken," she says, adding, "This allows retailers to offer consumers another choice when they are wondering, 'What's for dinner tonight?'   It's a quick fix."