How fresh is the fish you buy and where does it come from?

Updated: Oct 3

We've welcomed lots of new customers over the past few months during lockdown. It's great to have more fish lovers aboard and hear how much you're loving our REALLY fresh fish and shellfish.

If you're considering returning to the supermarket for your weekly shop - or already have - please don't be tempted to buy your fish there. Why? Here's a reminder of one of the reasons we started Nutritious Fish in the first place. In an episode of the well-respected BBC2 TV series Horizon series, dietitian Priya Tew and and fish specialist Richard Chivers lifted the lid on supermarket fish. View the clip >

Priya and Richard tested cod fillets from five different supermarkets and 30% had already gone off and some were believed to be up to 20 days old. It's not really surprising when you consider the complex supply chains and central distribution hubs used by all the large supermarkets. You might sometimes ask yourself: "When I live by the sea, why am I shopping for fish and shellfish at the supermarket anyway?!"

But lack of freshness is just one of the reasons you may want to steer clear of supermarket fish and shellfish. If you like to know where your food has come from - and you prefer to buy local and UK produce - then check the label carefully as you could be surprised. Whilst you probably know that warm-water species (such as grouper, basa, tilapia, red snapper and tuna) are flown thousands of miles to be 'vac-packed' in plastic and sold at your local supermarket, you might be more surprised about the origin of more familiar types of fish like cod, haddock, pollock, hake and even wild salmon.

After a quick trawl of the "big 4" supermarkets' websites, it seems they all sell ranges of cod, haddock, pollock, hake and wild salmon fished from the Pacific Ocean and processed in China. It's mind-boggling to think that fish readily available around our UK coastlines is flown nearly 5,000 miles to be on your local supermarket shelf!

So, if you'd prefer to be eating the freshest UK fish and shellfish, we'd encourage you to buy locally from Nutritious Fish, instead of from the supermarket. We'd also encourage you to do your own taste-tests at home - comparing supermarket fish and shellfish with our own. We think once you experience the superior taste and texture of ours, you'll never go back.


For brand new email subscribers, to help you carry out your own taste-test comparisons at home and 'try before you buy', we've launched a new free Taster Selection. This mini-version of our best-selling Mixed Fresh Fish Selection features some of our most popular oily and white fish - for example, Loch Duart salmon, ChalkStream rainbow trout, cod, haddock, hake, pollock and coley.

We're so confident you'll think our fish is better than the supermarket equivalent - and buy from us after sampling - we're offering our Taster Selection free of charge and with free delivery when you sign-up to our email list.


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© 2020 Nutritious Fish Ltd is a a company registered in England and Wales with company no. 12185518

Registered office address: Unit 5, Hove Enterprise Centre, Basin Road North, Brighton, East Sussex, BN41 1UY