Meat/Seafood Knowledge & Engagement Training

Training Guide
SEAFOOD
•

Seafood Sustainability

What is sustainably caught seafood?

Sustainable seafood practices help ensure the freshest, best-tasting seafood will be
available for years to come. These practices include both wild-caught and farm-raised
seafood:

Wild- Caught is marine life that is fished from the wild. These wild fisheries exist
primarily in the oceans, but they can also exist in lakes and rivers.

Farm-Raised involves raising freshwater and saltwater seafood in tanks or enclosures.

This practice is frequently referred to as "aquaculture."
•

•CRAB •CRAB

•SALMON

•SALMON

•CATFISH,
•CRAB
TROUT,
SHRIMP
•EXOTICS ETC

•SHRIMPSHRIMP
•EXOTICS
•SHRIMP
•SHRIMP
•SALMON

•SHRIMP

Seafood From Around The World!

SHELLFISH
 SHELLFISH
Fish & Seafood
• Oysters
– Oyster, bivalve mollusk found in beds in shallow, warm waters of all oceans. The shell is made up of two valves, the upper one flat and the
lower convex, with variable outlines and a rough outer surface. Since the wild oyster spends most of its life (except for the free-swimming
larval stage) attached—having fused its valve with a sticky substance to a substratum of shells, rocks, or roots—the foot is rudimentary.

– There are over 150 varieties of fresh Oysters to chose from in North America
– All of the different oyster come from these 5 types / species
• Kumamoto
• Pacific
• Atlantic (Eastern)
• Olympia
• European Flat

• Clams
– True clams, in the strict sense, are bivalves with equal shells closed by two adductor muscles situated at opposite ends of the shell, and with a
powerful, muscular, burrowing foot. Clams characteristically lie buried from just beneath the surface to depths of about 2 feet. They rarely
travel over the bottom as do some other bivalves. Most clams inhabit shallow waters, in which they are generally protected from wave action
by the surrounding bottom.

• Mussels
– Mussel, edible freshwater or marine bivalve mollusk. Mussels are able to move slowly by means of the muscular foot. They feed and breathe
by filtering water through extensible tubes called siphons; a large mussel filters 10 gal (38 liters) of water per day. The close-fitting shells
protect the mussel from desiccation and enable it to live high up on the shore. Most marine mussels belong to the single family. They are
widespread and are especially abundant in cooler seas. They form extensive, crowded beds, anchoring themselves by the byssus, a secretion
of strong threads. The blue mussel grows up to 3 in. (7.6 cm) and is common along the Atlantic.

6
 AT HOME
Fish & HANDLING
Seafood

• As with all seafood, temperature is the key to success or failure

• Hold your shellfish between 35-40 degree’s, the #1 issue with shellfish is getting them too warm. Remember shellfish are
live organisms.
• Using ice is the best way to chill your shellfish but different species require different methods of icing

• Mussels
– Mussels can be buried in ice with a damp towel covering them, always have them in a perforated pan with drain
pans underneath to catch the melted ice

• Clams / Oysters
– Calms & Oysters should be storied over ice in perforated pans with a damp towel covering them, always have a
drain pan underneath to catch the melted ice

• Not all consumers will have perforated pans and ice available. Make sure to let them know these are living things, they
need to remove them from the package they purchased them in to let them “breath” Encourage them to consume the
shellfish that evening or the next day. Either way they must keep them at the proper temperature

7
SHRIMP
 LIFE CYCLE OF THE SHRIMP

• A single female shrimp spawns 100,000 to 500,000 eggs at a time.

• Within 24 hours the egg hatches to larva.

• Within 12 days the larva develops into young shrimp known as post larva.

• Post larva grows into juvenile/sub adults with 12 – 13 days.

• After around 25 days of hatching the sub adults are put into ponds where they grow to reach
size of 30 – 35 grams in around 120 – 140 days.
 SHELLFISH
SHELLFISH
PRODUCT
Fish - Shrimp
LIFE CYCLE
& Seafood

• Is it a Shrimp or a Prawn, is there a difference ???????????

– Yes there is a difference but the normal consumer can’t tell one from the other. Actually very few seasoned
“fishmongers” can tell you.
– Here’s how you tell, does it have claws on two or three of its five pairs of legs? Two means shrimp, three means
prawn. So yes there is a difference but no it doesn’t affect the taste or texture in any way. A lot of the terminology
depends where you are in the world

• Sizing your Shrimp

– Shrimp are sized using the same count per lbs. as other seafood items
– 16/20 count mean there will be between 16 & 20 shrimp per every lb. The easy thing to remember is, the smaller the
number the larger the shrimp
– At times some confusing terms are used such as, “medium” or “jumbo” while these terms are not regulated and can
very from place to place here is a guide when a customer asks you for a unspecified size for a recipe calling for “large”
shrimp.

– Extra Small Shrimp 61 to 70

– Small Shrimp 51 to 60
– Medium Shrimp 41 to 50
– Large Shrimp 31 to 35
– Extra Large Shrimp 26 to 30
– Extra Jumbo Shrimp 16 to 20
– Colossal Shrimp 13 to 15
– Super Colossal Shrimp Under 12
– Extra Colossal Shrimp Under 10

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 SHELLFISH
SHELLFISH
PRODUCT
Fish - Shrimp
LIFE CYCLE
& Seafood

– There are over 300 species of Shrimp/Prawns

– Here are some to the most common
• Gulf Shrimp (wild & farm)
– White, Brown, Pink
• Mexican Shrimp (wild & farm)
– White, Brown
• Freshwater Shrimp (farm)
– Giant River Prawn, Freshwater Scampi
• Salad Shrimp (wild)
– West Coast, East Coast
• Rock Shrimp (wild)
• White Shrimp (farm)
– Chinese White Shrimp, Pacific White Shrimp
• Spot Prawn (wild)
– Alaskan Spot, California Spot
• Tiger Prawn (farm)
– Black Tiger, Jumbo Tiger Shrimp

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 SHELLFISH
SHELLFISH
PRODUCT
Fish - Shrimp
LIFE CYCLE
& Seafood

– There are over 300 species of Shrimp/Prawns

– Here are some to the most common
• Gulf Shrimp (wild & farm)
– White, Brown, Pink
• Mexican Shrimp (wild & farm)
– White, Brown
• Freshwater Shrimp (farm)
– Giant River Prawn, Freshwater Scampi
• Salad Shrimp (wild)
– West Coast, East Coast
• Rock Shrimp (wild)
• White Shrimp (farm)
– Chinese White Shrimp, Pacific White Shrimp
• Spot Prawn (wild)
– Alaskan Spot, California Spot
• Tiger Prawn (farm)
– Black Tiger, Jumbo Tiger Shrimp

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 INDICATORS OF FRESHNESS
Fish & Seafood

• While most of the shrimp sold are frozen there are still things to
remember when looking at shrimp
– Odor, shrimp should have little to no odor. Some may have a nice “ocean”
or clean smell, shrimp that have strong or off odors should not be sold
– Look at the shell, it should have a firm and glossy appearance
– Look for “black spot”, this could be a sign the shrimp is aged. Black spot is a
form of melanosis.
– Avoid yellowing around the tail or swimmerets (legs), this is another sign of
age. The swimmerets should be a nice bright red in color

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 PROPER HANDLING
Fish & Seafood

• Proper handling of Shrimp

– As with any seafood, temperature is the key. Make sure your shrimp stays frozen or cold at all
times
– If the shrimp is frozen, use proper thawing methods to ensure the quality
• If there is time let your shrimp thaw naturally in the refrigerator
• If you’re in a hurry you can place them in a bowl and run COLD water over them, for an IQF shrimp they
should thaw in a manner of minutes. NEVER use hot/warm water to thaw shrimp.
• Once thawed, it a good idea to thoroughly dry your shrimp on paper towels prior to preparing.

• Ready to prepare
– You’ve chosen good quality shrimp, thawed them properly and are now ready to cook them
right? If you purchased an EZ-Peel shrimp or P&D (peeled and deveined) shrimp yes, if you’ve
purchased a shell on shrimp you have more work to do.
– You’ll need to devein the shrimp, a very easy process but one that is necessary to ensure a good
eating experience.
– To devein a shrimp all you need to do is to take a small paring knife down the back of the shrimp
making a slight cut into the meat, once this is done the vein will be exposed. Simply remove this
under running water and you’re done.
– The vein of the shrimp is digestive system and should removed prior to consuming.
– There are inexpensive tools made just for shelling and deveining shrimp

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 WILD CAUGHT
Fish &VS FARM RAISED
Seafood

• Wild Caught (Gulf Shrimp) • Farm Raised

– No growth hormones – Antibiotics can be added to
– Natural flavor and texture fight disease
– Supports the local – Does not support the US
economy USA economy
– Varies in shapes and colors – Very uniform in size, shape
– Seasonality and color
– Supply can be interrupted – Year round production with
by weather, water temps multiple harvests per year
and natural disasters – Typically less expensive

As is with many Wild vs. Farm discussions, it’s the consumers choice, both are good options

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 COUNTRY OF ORIGIN
Fish & Seafood
Local
• While the majority of Clams, Oysters and Mussels sold and consumed in the US in grown and harvested in the
US. Shrimp is another story

Imported
• Almost 90% of the shrimp consumed in the US is imported from other areas.
• Data shows more than 170M lbs. of shrimp are imported into the US every year, only a little over 16M lbs. are
produced locally

Demand
• As the world population increases so does the demand on seafood. While locally caught and wild species have
a huge following, the need for aquaculture and imported products increase each year. Currently approx. 50% of
the worlds seafood come from the aquaculture sector, this percentage is expected to increase. The Asian
countries contribute over 89% of global production with China accounting for 62% alone

Confidence
• Today’s consumer is very savvy and has access to a lot of information. Kroger has programs in place to ensure
the out of country purchases not only meet food safety standards but environmental and social requirements
as well. The consumer can buy with confidence when they purchase their seafood from Kroger

Today’s fishing grounds look like this

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 SHRIMP
Product Detail
• Primary locations –Asia, Latin America, U.S. Gulf of Mexico
• Season is year round – Year-round, with heaviest wild landings in
summer and fall. Farmed operations harvest one to three times a year,
more often the closer to the equator
• Primarily Harvested by Trawled, farmed in ponds
TYPES
• Market Name(s): Often denoted by color (e.g., white, brown, black
tiger) and/or country of origin (Mexican whites, Thai black tigers)

Cooking Suggestions & Flavor Profile

• Warm water shrimp are a versatile, delicious addition to virtually
any meal
• Range in sizes, but most are large enough to skewer and then grill
or broil, great for pastas
• Excellent for appetizers
• Boil and served cold in a shrimp cocktail.
NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 100 calories; 1.5g fat (0g saturated fat); 240g of Sodium; 21g protein.
 CLAMS
Product Detail
• Primary locations –Domestic: New England, Florida and Washington
state. Imported: New Zealand, British Columbia, Baja Mexico
• Season is year round – Year-round, but meat yields and shelf life
decline during spawning. Most clams spawn in summer
• Primarily Harvested by Dredged (boat), dug (hand), cultured

TYPES
• Arctica islandica (Ocean quahog), Chione undatella (Venus clam),
Mercenaria mercenaria (Eastern hard clam), Mya arenaria (Eastern
softshell clam), Protothaca staminea (West Coast littleneck), Spisula
solidissima (Surf clam), Tapes japonica (Manila clam)

Cooking Suggestions & Flavor Profile

• “Steamer” clams are often steamed and eaten from the shell with
butter

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 110 calories; 1.5g fat (0g saturated fat); 95g of Sodium; 17g protein.
 OYSTERS
Product Detail
• Primary locations –Washington, Oregon, California, British Columbia,
Louisiana.
• Season– Year-round, but meat yields and shelf life decline during
spawning (summer).
• Primarily Harvested and Farmed, both suspended and on-bottom
culture.
TYPES
• Crassostrea gigas (Pacific or Japanese oyster), Crassostrea virginica
(Eastern or Atlantic oyster), Crassostrea sikamea (Kumamoto
oyster),Ostrea lurida (Olympia oyster), Ostrea edulis (European flat
oyster or Belon

Cooking Suggestions & Flavor Profile

• They are well-suited for poaching, baking, steaming, sautéing,
deep-frying or even Raw. They can also be included in pastas or
chowders.

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 100 calories; 4g fat (1g saturated fat); 300g of Sodium; 10g protein.
 MUSSELS
Product Detail
• Primary locations –Domestic: New England and Washington state.
Imported: New Zealand, and Canada.
• Season– Year-round, but meat yields and harvests decline after
spawning. Blue mussels spawn in summer, Mediterranean and green
shell mussels spawn in winter
• Primarily Harvested and Farmed, Rope-grown, bottom cultured and
wild dredged.
TYPES
• Mytilus edulis & M. trossulus (blue), M. galloprovincialis
(Mediterranean), Perna canaliculus (greenshell)

Cooking Suggestions & Flavor Profile

• Bivalves are gaining popularity in the United States for their excellent taste and nutritional value.
• Can hold up to strong-flavored recipes such as spicy Asian sauces and garlic mixtures.
• Usually mussels are served steamed as an appetizer with some nice crusty bread, but they can also
be included in pastas or seafood stews such as a bouillabaisse.

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 100 calories; 4g fat (1g saturated fat); 300g of Sodium; 10g protein.
 SCALLOPS
Product Detail
• Primary locations –Northeastern U.S., Canada, China, Japan.
• Season – Frozen product is available year-round. Sea scallop peak
production: April - Sept. China bay peak production: Oct - Jan, April -
May
• Primarily Harvested and Farmed, Dredge
TYPES
• Placopecten magellanicus (North Atlantic sea scallop), Argopecten
irradians (bay), Argopecten gibbus (calico), Pecten yessoensis
(Japanese scallop), Patinopecten caurinus (weathervane))

Cooking Suggestions & Flavor Profile

• Scallops can be cooked in a variety of ways.
• Firm meats and sweet taste allow for a wide variety of recipes — just make sure you don’t overcook
• Stop cooking when the outer surface of the scallop turns solidly opaque. They’re great to sauté, but
take care not to overcrowd the pan.
• Larger sea scallops are great for marinating and barbequing.
• Scallops are also excellent breaded and fried..
NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 140 calories; 1g fat (0g saturated fat); 310g of Sodium; 27g protein.
 KING CRAB
Product Detail
• Primary locations –Russia(currently not being purchased for
sustainability reasons), Alaska, small amounts from Chile.
• Season – Alaska: Red king crab: Sept - Oct; Brown: Year-round;
Southeast Alaska: Feb - March; Russia: Jan - April; Sept – Dec
• Primarily Harvested Pot
TYPES
• Paralithodes camtschatica (Red), P. platypus (Blue), Lithodes
aequispina (Brown)

Cooking Suggestions & Flavor Profile

• Enjoyed straight from the shell.
• Often sold as frozen cooked legs and claws that can be thawed and steamed or thawed and eaten
cold.
• King crab meat can also be removed from the shell and used in salads or omelettes, though its
amazing taste is usually enjoyed with minimal preparation.
 DUNGENESS CRAB
Product Detail
• Primary locations –Northern California, Oregon, Washington, Alaska, British
Columbia.
• Season – Ocean Fishery - Northern CA: Dec 1 - June 15 OR Dec 1 - July 15;
WA: Dec 1 - Sept 15 (Opening may be delayed if meat yield is low.) Inside
Waters - WA state (openings vary); AK: Southeast June - Nov; Central AK:
May - December; BC: Year-round
• Primarily Harvested Pot
Interesting Facts
• Dungeness harvests normally follow a 7-year cycle of abundance, ranging
from a low of about 15,000 tons to a high of almost 30,000 tons)
• Only male Dungeness can be harvested
• Dungeness are found only in the eastern North Pacific, ranging from
Alaska’s Aleutian Islands to Southern California

Cooking Suggestions & Flavor Profile

• Dungeness crab, simply crack the legs and dip the tasty meat in a little warmed butter.
• Already sectioned legs can be sautéed and served with a little black bean sauce, or simply served
warm and cracked.
• Dungeness crab meat is incredibly versatile and can be made into crab cakes, added to omelets,
soups, salads, soufflés.
• When using Dungeness meat, make sure to add it at the last minute as it is already cooked and can
dry out.
 SNOW CRAB
Product Detail
• Primary locations –Alaska, Atlantic Canada, Korea, Russia(Currently not
purchasing Russian product)
• Season – Alaska: Bering Sea: Jan 15 until quota is caught; Southeast:
Feb 15 - March 1; Atlantic Canada: March – July
• Primarily Harvested Pot
Interesting Facts
• The snow crab fishery was developed in Alaska in the mid-1960s, when
crabbers started fishing bairdi, which averages 3-5 pounds, compared
to 1 1/2 -2 1/2 pounds for C. opilio
• The meat yield from opilio is just 17%, compared to about 25% in king
and Dungeness crab

Cooking Suggestions & Flavor Profile

• Because it is cooked before freezing, snow crab is prepared and eaten similar to king crab.
• Cocktail claws are a popular delicacy, with the meat easily removed and dipped in cocktail sauce or
butter.
• Legs are sold in sections, and are cracked and eaten hot or cold, usually with drawn butter.
• Snow crab meat can be used in salads, soups, omelets, soufflés, and a wide variety of other dishes,
but be careful not to dry it out as it is already cooked
FINFISH
 FINFISH COSTS
Fish & INPUTS
& Seafood

Groundfish: Cods, Soles, & Halibut

• Groundfish availability is season based and weather dependent which is what drives the price along with
demand. Boat prices are often set at the start of the season and adjusted due to weather and demand.
• Halibut Season is mid march through to November.
• Pacific Cod has 2 primary seasons in Alaska, and has an annual quota catch in lower 48
• Sole & flatfish are strongly tied to the weather and have annual quota limit based fisheries
Rockfish & Snappers
• Rockfish and Snappers have quota based fisheries for Canada and the US. While very similar, snappers are
from warmer waters (the Gulf), while Rockfish come from colder waters of the northern Pacific.
• Dozens of subspecies of Rockfish (Sebastes family, including Perch) are caught from differing depths, mostly
through drag nets. While they differ mostly by skin color, their meat color is nearly the same.

Exotics
• Exotics are a term used to cover most warmer water tropical and sport fish including Tunas, Marlins, Mahi,
Swordfish
Tilapia
• While Tilapia can now be found all over the world, Aquaculture of the fish goes back to ancient Egypt. Now
readily available and priced attractively due to its ease for farming and quick reproductive cycle.
Salmon
• Like other finfish, Salmon is seasonal with pricing driven by supply & demand. Pricing is set at the start of the
fishery, with fishing windows usually measured in hours rather than weeks.
• The salmon season kicks off with the Copper River Sockeye & King runs in May and continues with different
areas opening and closing through October ending with Pink & Chum (Keta) Salmon
• All salmon species are caught primarily in 2 methods, through trolling or by net.
• Farmed Salmon (typically Atlantic) is available year round from multiple locations globally.

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 FINFISH Fish
PRODUCT LIFE CYCLE
& Seafood
Halibut Sole & Flatfish
• Most flatfish have a similar life cycle. The mature fish lay eggs in the deep, the
larva and juvenile live in more shallow waters.
• Halibut reach sexual maturity between 8 and 12 years, with a lifespan 30+
Years. The oldest halibut on record was 55 years of age

Rockfish & Snappers

• Rockfish range from the intertidal zone to almost 3,00 meters.
• Some rockfish species are very long lived, with several known to live in excess
of 100 years, the oldest reported at 205 years.

Exotics
• Most exotic species like Tuna are highly migratory traveling hundreds of miles
over their lives, with bodies built for speed and distance swimming. This
makes for a much more dense meat than other types of finfish.

Tilapia
• Tilapia are freshwater fish found in streams, ponds, rivers and lakes.
Historically they have been a major part of artisan fishing in Africa and the
middle east, now one of the most popular aquaculture fish in the world.
• Tilapia were one of 3 main species of fish caught in Biblical times, and is
sometimes called “St. Peter’s Fish.”
Salmon
• Typically salmon are born in fresh water, migrate to the ocean and then
return to fresh water to reproduce. However, populations of several species
are restricted to fresh water throughout their lives.
• Folklore has it that fish return to the exact spot where they were born in
order to spawn, tracking studies have actually shown this to be mostly true
with only a small portion of returning salmon straying to different freshwater
systems.

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 WILD SALMON LIFE CYCLE
Salmon – Wild Caught Life Cycle

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 INDICATORS
Fish &OF FRESHNESS
Seafood
Whole Fish Quality Guidelines
• Eye Clarity: This is often the most direct and method for telling freshness of a
whole fish. The eyes should be clear, and not cloudy.

• Gill Color: The Gills should be bright red or pink. Avoid fish with a dull-colored
gills that are grey, brown, or green.

• Moisture Loss: Whole fish like all proteins lose moisture quickly. The fish should
still have a bright sheen to it and be moist to the touch, not sticky or slimy.
Finally the fins should not show curled edges or any signs of drying out.

Fish Fillet Quality Guidelines

• Meat Clarity: The meat color should be bright and clean looking, no signs of
bruising or meat tearing.
• Smell: The smell of the fillet should be clean smelling, like sea or salt water. The
smell should not have any “sweetness” to it.
• Moisture Loss: Off the bone, a fish fillet will lose moisture quickly. It should be
moist to the touch, and not gritty (due to protein loss). Finally the edges of the
fillet should not show any dryness or curling
• Fat Color: Between the meat and the skin resides a thin fat-layer or fat-line. This
discolors quickly as the blood oxidizes. This should be bright red or pink, and
not brown or green.
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 WILD CAUGHT
Fish &VS FARM RAISED
Seafood
Wild Seafood
• Seasonally based, supply and price fluctuates based upon weather and availability vs. demand.
• Fishing methods and sustainability standards vary by location and country of origin.
Farm Raised
• Available year-round, with price fluctuations based upon supply and demand and not dependent upon seasons or weather (to the
same extent as wild).
• Standardized methods for growth, feed and harvest. Completely sustainable.

Is wild-caught better for me?

• The nutritional differences between wild and farmed fish are not as great as one might imagine, with most being quite similar or
even identical to their counter part.
Are Farm-Raised higher in contaminants?
• In 2004, a widely cited study found that the levels of PCBs to be 10x higher in farmed fish vs. wild. While this may sound scary, the
reality is that those same levels were less than 2% of what is considered to be harmful.
• Mercury is another common worry with seafood. The fish with the biggest concern (swordfish, tune, etc.). Are all wild caught, the
most common farm fish are quite low in mercury.

Aren't farm raised fish genetically modified?

• This is a common misconception that in fact is simply not true. There are currently no genetically modified fish for sale in the US
(for food).
Aren't farm fish bad for the environment?
• While it is possible for a fish farm to have a negative impact on the environment, strict regulation in the US is intended to negate
this concern. For example, all water discharged from a farm must be as clean or cleaner that it was when it came in.

Should I buy wild or farm raised seafood?

• Most consumers have been eating farm raised seafood for years, and the fears that many have of negative impact on farms or
fisherman is greatly exaggerated. Considering increased population and growing global demand farm raised seafood isn’t just a
good idea, it is a sustainable requisite for the long term. Simply put it’s a great idea when done right.

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 AT HOME
Fish & HANDLING
Seafood
“Guests, like fish, begin to smell after three days.” – Benjamin Franklin

• Time and temperature are the primary enemies of all fresh seafood. Maximum shelf life
varies by seafood, intrinsic quality, and the temperature zones it was held at from catch to
plate. The safe rule of 3 days, like most protein, is a safe rule to live by.

• Seafood is typically held at 32-34° during production to minimize any bacteria growth or
breakdown in the meat due to naturally occurring enzymes.
• Most household refrigerators are kept at around 40 degrees, so for best quality its best to
cook it within the 3 days of purchase.

• Seafood should be held in the coldest part of the fridge, below all ready to eat items (like all
raw meats).
• Whole fish is best when stored directly in shaved ice, with the body cavity filled with ice and
belly side up.
• Fillets should never come in direct contact with ice, or be held in water as this will “bleach”
the color of the flesh and expedite the breakdown of the meat. Fillets should also be held in
plastic bags or in a container with a tight lid, as prolonged exposure to the air will increase
moisture loss and lower shelf life and quality.

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 COUNTRY OF ORIGIN
Fish & Seafood
Global Demand, Global Catch.
• Today up to 90 percent of seafood consumed in the United States is imported, and half of
it is wild caught. A significant portion of this imported seafood is caught by American
Fisherman, exported overseas for processing and reimported to the United States.
• World-wide capture fisheries production reached a plateau in the mid 1980’s, and even
with improved fishery management, it is not likely to significantly increase. Meanwhile,
seafood demand has risen significantly. To meet this increased demand, worldwide
aquaculture production has grown annually by 8.3 percent since 1970, making it the
fastest growing form of food production in the world
• Currently about half of the world’s seafood comes from aquaculture, and this percentage
is projected to increase. Many countries are developing regulatory systems for
aquaculture and investing heavily in sustainable aquaculture research and development
to provide seafood and create economic opportunities for coastal communities.

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 FRESH / FROZEN / PREVIOUSLY FROZEN / REFRESHED
Fish & Seafood
Fresh Seafood
• Nearly all wild seafood, and farmed seafood are available through a fresh program.
Current logistic systems allow for fresh seafood in all parts of the country within hours of
it being processed.

Frozen Seafood
• Most freshly caught seafood are also available through frozen programs, however there
are certain seafood which are better when frozen. Hake, Sardines & Mackerel to name a
few.

Previously Frozen
• This is the term used for seafood that have been frozen, and allowed to thaw and sold in
the state in which they were frozen i.e. frozen fillets sold as fillets when thawed.

Refreshed
• This is the term used for seafood that have been frozen, and then further processed once
thawed. This would be a frozen whole salmon or halibut that is thawed and then filleted.
WE would call the fillet “refreshed”.

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 FARMED ATLANTIC SALMON
Product Detail
• Silver skinned with distinct dark blue-green, cross-like spots and white belly (8-10 lbs. market
size)
• Growth time = 16-24 months from Smolt to Commercial harvest size
• High omega-3 and oil content
• Low in Sodium
• Available Fresh and Frozen year round
Interesting Facts
• Most abundant species – outnumber wild stocks nearly 85 to one.

Cooking Suggestions & Flavor Profile

• Delicate flavor & texture with pink to deep orange color
• Firm and Fatty
• Grill, Broil, Bake

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 200 calories; 10 g fat (2 g saturated fat);
55g of Sodium; 24 g protein.
 SEAFOOD RECIPE
Fish & Seafood
Salmon with dried mushrooms and fresh herbs
• 1 skinless salmon portion per person
• Finely chop dried mushrooms, rosemary, thyme. Mix with salt and pepper and top fresh fish fillet.
• Heat small amount of oil in pan, and sear fish in pan cooking for 4 minutes per side. Cook to medium-
well and serve with roasted rosemary red potatoes and asparagus.
Halibut poached in white wine
• 6-8oz Halibut per person
• Thinly slice red onions, garlic, choice of fresh herbs and sauté in butter.
• Place fish over the top of sautéed onions & herbs, flesh side down. Sear for 2 minutes, and turn. Add
white wine to pan and cover, poaching fish for 10 minutes. Serve with rice and roasted summer
squash.
Rockfish Tacos
• Cut rockfish (or any similar whitefish) into strips, season with cumin, salt & pepper (or small amount of
packaged taco seasoning).
• In separate bowl mix plain yogurt, lime juice, minced cilantro and salt.
• Heat small amount of oil, and sauté rockfish for 6-8 minutes or until no longer translucent. Serve in
heated tortilla with yogurt mix and top with fresh Pico de Gallo.

35
 FARMED TILAPIA
Product Detail
• Over 40 species. Three Main Species: Mozambique, Nile, and Blue
• Available Fresh and Frozen year round
• Izumi Dai (CO Treated), Deep Skinned, and SDS (Super Deep Skinned
• Central/South America, Indonesia, Thailand, Taiwan, India, China)
• Fillet Sizes- 2-3 oz., 3-5 oz., 5-7 oz., 7-9 oz., and 9 oz.-Up
• Forms - Whole/Gutted Fish and Skinless/Boneless Fillets

Interesting Facts
• Most abundant species – outnumber wild stocks nearly 85 to one.
• Freshwater and Saltwater/Brackish Water & Cages preferred
• Common name based on genus thiape, the Tswana word for “fish”
• Also known as “St. Peter’s Fish” – St. Peter caught a fish with a coin in it’s mouth. Also rumored to
be the fish that “fed the masses”
• 5th most popular seafood consumed in the USA

Cooking Suggestions & Flavor Profile

• Tilapia has a mild, Sweet flavor similar to Sole
• Flakey
• Broil, Bake, Pan Fry

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 110 calories; 2.5g fat (1 g saturated fat);
30g of Sodium; 22 g protein.
 HALIBUT
Product Detail Pacific Halibut
• Pacific – Caught from Alaska to California, Almost translucent when raw, Hippoglossus stenolepis
but snow white when cooked, low saturated fat and sodium
Interesting Facts

• Pacific - Oregon to Bering Sea, Commercial fishery since 1888, Ave. 20-30
lbs. up to 750 lbs. +, Available Fresh March thru Nov. ,Frozen available year Atlantic Halibut
round Hippoglossus hippoglossus
• Atlantic - Northern Atlantic to Barents Sea, Commercial fishery since early
1880’s, Ave. 20-30 lbs. up to 500 lbs. +, Available Fresh All Year, Overfished
and on “Avoid” Lists, Incidental Trawl

Cooking Suggestions & Flavor Profile

• Flavor is mild and sweet
• Cooked, it is flaky, tender, and firm
• Grill, Broil, Bake

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 120 calories; 2g fat (0 g saturated fat); 60g
of Sodium; 23g protein.
 WILD CAUGHT PACIFIC & ATLANTIC COD
Product Detail
• Pacific –Bering Sea – Gulf of Alaska, Trawl, Long Line, Pot, MSC in Alaska,
Single Frozen Shatter-pack Fillets, H&G - processed in China and EU Blocks
• Atlantic - Atlantic and Barents Sea, Trawl, Long Line, Gillnet, MSC- Barents
Sea & Atl. LL, HL, Single Frozen Shatter-pack, H&G - processed in China/EU
Blocks Fresh

Interesting Facts
• Pacific - Oldest ground-fish fishery in Alaska , Peaked in 1916-1920 – stable
now,
• Atlantic - Oldest USA commercial fishery, Atlantic Fishery has struggled,

Cooking Suggestions & Flavor Profile

• Atlantic Flavor is mild and clean flavor. It is sweeter than Pacific
Cod
• Cod has large flakes. It’s less firm than haddock
• Broil, Bake

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 90 calories; 1g fat (0 g saturated fat); 65g of
Sodium; 20g protein.
 WILD CAUGHT SOLE OR FLOUNDER
Product Detail
• Referred to as Flatfish because of their distinctive shape
• Asymmetrical with both eyes on one side of their head
• Begin as normal fish become bottom dwellers, one eye migrates
(left/right eyed)
• North American species all right eyed
Interesting Facts
• Delicate taste and texture make it very versatile for a wide variety of
recipes
• Most of catch is frozen round at sea and shipped to China for processing
• The most abundant flatfish in the world, 540 known species

Cooking Suggestions & Flavor Profile

• Mild and sweet
• Cod has large flakes. It’s less firm than haddock
• Broil, Bake

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 100 calories; 1.5g fat (0 g saturated fat);
100g of Sodium; 19g protein.
 WILD CAUGHT OCEAN PERCH
Product Detail
• Pacific - Also called Rockfish or P.O.P., Baja California to the Gulf of Alaska,
Orange Red with black patches, Popular on West Coast, Trawl Caught, Sold
Whole, Dressed, Fillets , Sold Fresh and Frozen, Fillets are sold Skin On –
boneless
• Atlantic -, Southern Labrador to Gulf of Maine, Orange Red with black patches,
Commercial catch is 7-8 years old, Popular on the East Coast and Midwest,
Trawl Caught, Sold Whole, Dressed, Fillets, Sold Fresh and Frozen, Fillets are
sold Skin On – boneless

Interesting Facts
• Pacific - Very slow growing species , Can live to 90+ years ,
• Atlantic - Not a Perch – actually a Rockfish, Also called “Redfish” in NE

Cooking Suggestions & Flavor Profile

• Mild and sweet
• Dense and Firm
• Broil, Bake, Pan Fry

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 110 calories; 2g fat (0.5 g saturated fat);
95g of Sodium; 21g protein.
 WILD CAUGHT PACIFIC ROCKFISH
Product Detail
• Primary locations – California, Oregon, Washington, British Columbia,
Alaska
• Season is year round – Whole, Pin bone – In Fillets, Skin on or
skinless
• Primarily caught by trawl, longline, jig
Interesting Facts
• There are almost 70 species typically named by the skin color
• Most important is the Red Rockfish
• FDA allows the product to be called snapper or pacific snapper
Cooking Suggestions & Flavor Profile
• Rockfish has a sweet, mild flavor
• Flaky, medium-firm texture
• Baked, sautéed, broiled or poached.
• Excellent fish for use in ceviche's.

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 110 calories; 2g fat (0 g saturated fat); 70g
of Sodium; 21g protein.
 WILD CAUGHT YELLOWFIN TUNA
Product Detail
• Primary locations – Ecuador, Hawaii, Louisiana, Trinidad, Philippines,
Indonesia, Mexico. FROZEN: Taiwan, Singapore, Indonesia, Philippines,
Japan.
• Season is year round – Loins (12-20 lbs. average) skin-on or skinless,
bloodline in or out; steaks skin-on or skinless, bloodline-in or out
• Primarily caught by Longline, hand line and seine
Interesting Facts
• Japan is the largest market consuming more than 200,000 tons a year
• Maximum size 250lbs avg. size 35 – 120lbs

Cooking Suggestions & Flavor Profile

• Mild flavor
• Texture very similar to Beef
• Pan-searing, grilling, or broiling
• Often eaten raw but we suggest to
fully cook product

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 130 calories; 1.5g fat (0 g saturated fat);
40g of Sodium; 26g protein.
 WILD CAUGHT SWORDFISH
Product Detail
• Primary locations – DOMESTIC: Hawaii, California, Oregon, Massachusetts,
and Florida. IMPORTED: Taiwan, Japan, Brazil, Mexico, Australia, Trinidad,
Chile, Ecuador, Costa Rica and Guam
• Season is year round – Bullets larger than 100 pounds are called “markers,”
50 to 99 pounds are called “mediums,” and 25 to 49 pounds are called
“pups.” Loins, steaks (skin-on and skin-off, bloodline in or bloodline out).
• Primarily caught by Longline, gillnet
Interesting Facts
• Originally fished by harpoon, swordfish are now caught mostly by longline
and gillnet, often on the high seas hundreds of miles from land
• Japan is the world’s leading producer, catching more than 20,000 tons a
year

Cooking Suggestions & Flavor Profile

• Thick, meaty texture
• Full flavor
• Baked, grilling and broiling

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 120 calories; 6g fat (1.5 g saturated fat);
100g of Sodium; 16g protein.
 WILD CAUGHT MAHI MAHI
Product Detail
• Primary locations – Domestic: Hawaii, Florida Imported: Taiwan,
Ecuador, Brazil, Costa Rica, Fiji, Northern Australia
• Season is year round – H&G, Skin-on Pin bone – In Fillets and
portions
Interesting Facts
• Extremely fast-growing, reaching a size of 5 pounds in just six months
and 20 pounds in just one year
• Fully grown, Mahi can reach 70 pounds and six feet in length

Cooking Suggestions & Flavor Profile

• Versatile fish
• Relatively firm texture and mild, sweet flavor
• Grilled, baked, pan-fried or steamed
 WILD CAUGHT CHILEAN SEA BASS
Product Detail
• Primary locations – Argentina, Chile, Namibia, Uruguay
• Season is year round – Loins (20 - 40 lbs. average) H&G, skinless,
boneless fillets and portions
• Primarily caught by Longline
Interesting Facts
• can grow to more than six feet and 200 pounds, although they average
between 20 and 40 pounds

Cooking Suggestions & Flavor Profile

• Rich and full of flavor
• melt-in-your-mouth texture
• Baked, grilled, broiled or sautéed
 FARM RAISED ARTIC CHAR
Product Detail
• Primary locations – Farmed in Iceland, Norway, Canada or the United
States.
• Season is year round – available year round – Whole or Fillets
Interesting Facts
• Packed with Heart Healthy Oils.
• Very similar to Salmon and Trout

Cooking Suggestions & Flavor Profile

• Mild flavor
• Texture Delicate texture compared to
Atlantic Salmon
• Bake, grilling, broiling or smoke

NUTRITIONALS:
Nutrition information per 100g cooked serving: 182 calories; 8g fat(saturated fats 2g); 80g of
Sodium; 22g protein.
 WHOLE BRANZINI
Product Detail
• Primary locations –Mexico, Greece and Israel
• Season is year round – year round
• Farmed Product
Interesting Facts
• Known as the Mediterranean Seabass
• Excellent source of protein and B vitamins while low in fat and
cholesterol

Cooking Suggestions & Flavor Profile

• Sweet, tender, juicy and delicious
• Pan-searing, baking or broiling

NUTRITIONALS:
Nutrition information per 4-ounce cooked serving: 110 calories; 3g fat (1g saturated fat); 75g
of Sodium; 21g protein.
 PANGASIUS - SWAI
Product Detail
• Swai is a freshwater fish native to rivers in Vietnam it is often
compared to catfish a native North American fish
• High yield - 4 times more efficient than Tilapia
• Fast growth - 6 months from smolt to commercial harvest

Cooking Suggestions & Flavor Profile

• Broil, Bake, Pan Fry, Deep Fry
 CATFISH
Product Detail
• Member Ictaluridae Family (Channel Cats)
• Channel, Farm raised
• Excellent conversion ratio, 2# feed yields 1# fish
• 1 to 1 ½ lb. at harvest, transport and processed live
• Fillets are white to off white, sometimes pinkish.
Interesting Facts
• U.S Farming began in Arkansas in 1960’s
• Most farms located in Miss Delta, Ala, Ark, LA
• Typical pond is 16 acres, yielding 4 to 7K lb./acre Fun facts: catfish has 27,000 taste buds, the
Electric Catfish (wild) native to Africa can generate up to 350 volts
Cooking Suggestions & Flavor Profile
• Grain feeding provides a sweet and mild flavor, moist dense and
firm texture is less flakey than typical whitefish.
• Broil, Bake

NUTRITIONALS:
Nutrition information per 3-ounce cooked serving: 130 calories; 60 g fat (2 g saturated fat);
40g of Sodium; 17g protein.
 SEAFOOD COOKING METHODS
Cooking Methods
Poach
• Almost any fish may be gently cooked in heated liquid, such as
wine, water, fish stock, or milk. Pour just enough liquid to cover the
fish.
• Cover the pan tightly and cook fillets just below the boiling point.
• Cook fillets 8 to 10 minutes and whole fish 15 to 20 minutes.
• The poaching liquid may be used as the base for a sauce.

Bake
• Heat oven to 450°F.
• Spray a baking sheet or shallow baking dish with nonstick cooking
spray.
• Place fish on baking sheet in a single layer, season as desired.
• Bake uncovered, 10 minutes per inch of thickness or until fish is
done
• Suggest to the customer that likes to bake fish, the Kroger “Easy for
You” cooking bag. It’s not only simple but cooks FANTASTIC!

Sauté / Pan Fry

• This technique results in food that's crisply tender. Seafood best
suited to this technique includes fish fillets, shrimp, bay scallops.
Firm fish, such as cod or halibut, may also be cut into strips and stir
fried. Heat 1/4-inch oil or butter in a nonstick skillet over medium
to medium-high heat.
• Fish may be dipped in milk or beaten egg and then breaded.
• Cook fish 4 to 5 minutes per side (per inch of thickness) or until
done
 SEAFOOD COOKING METHODS

Cooking Methods
Pan Broil
• Thicker cuts, at least 1-inch thick, are best so fish doesn’t become
too dry during broiling. Baste fish before and frequently during
cooking.
• Broil 3/4 to 1-inch thick fish 4 inches from heat source on an oiled
broiler pan.
• Broil fish about 8 minutes per inch of thickness with the oven door
slightly ajar.
• Do not turn fish less than 1-inch thick. The bottom and interior will
cook as the top browns.
• Broil thicker fish 5 to 6 inches from heat source and thinner fillets 2
inches from heat source.

Microwave
• Almost any boneless fish fillet or steak is suitable for microwaving.
Spray a microwave-safe dish with nonstick cooking spray.
• Cut fish in half and arrange in dish so thick center portions are
to outside of dish. Place in a single layer with a small amount of
liquid.
• Cover with plastic wrap. Cut a few vent holes in the wrap.
• Cook fish 3 minutes per pound on high power, turning fish once
during cooking.
• Salt after cooking.
 SEAFOOD COOKING METHODS
Cooking Methods
Grill / BBQ
• Thicker cuts of steak fish grill more successfully than leaner fish. Use a clean,
oiled, closely spaced grill grate. For smaller fish, a fish grill basket will provide the
best results. Heat charcoal 30 minutes or gas grill 10 minutes on high with lid
closed. For indirect heat method, build fire or heat grill on one side only.
• Brush grill grate generously with oil to prevent fish from sticking; grate should be
4 to 6 inches from heat source.
• Place fish on grill rack in a single layer.
• For direct heat method, cook fish 4 to 6 minutes per side (per inch of thickness)
over medium to medium-high heat or until done.
• For indirect heat method, place fish on grate over cool side of grill and cook 15
minutes with lid closed. Or sear fish on grate over heat, then move to cool side of
grill to finish cooking.
• For grill temperature, place a grill surface thermometer on grate or use the
hand-count method to determine temperature: Hold the palm of your hand just
above grate at cooking height. If heat causes you to pull away in 3 seconds, heat
is medium-high (425°F grill surface temperature); if heat causes you to pull away
at 4 seconds, heat is medium (375°F).
Deep Fry
• Fish 1/2-inch thick is ideal for this method. Monitor oil temperature with a candy
thermometer to ensure proper cooking: If oil is too cool during cooking, food will
become soggy and greasy; if oil is too hot, food will become too dark or burned
on the outside before the inside reaches the proper temperature. Heat enough
vegetable or canola oil to 350 to 375°F to allow the fish to float once it's done.
• Cut thicker fish into smaller chunks so fish will cook in the time it takes to brown.
• Sprinkle fillets lightly with flour. Dip in beaten egg. Coat with your favorite
breading.
• Cook 3 to 5 minutes until lightly browned.
• Make sure pieces do not touch while frying. This could create steam, which
causes a "soggy" coating.
• Drain on paper towel before serving.
Value Added
Jeremiah Clem Seafood Trends
 Trends in
SEAFOOD
Presented By: Chef Shelly Thompson | Kroger Culinary Development
 Topics
• Trends and More Trends
• Inspiration
• Building Trust
• Fostering Confidence
• Final Inspiration
Seafood Trends
Seafood Trends

Blue Point Oyster Slider

Salazar, Cincinnati
 Uh, a

Seafood little help

here?

Trends
 Who you
callin’
trash?
More Trends
Other Applicable Trends
• Poke (Source: Global Foods Forum 2016 Food Trends)
• Uncommon Seafood (Source: Whole Foods Market’s Top 10 Food Trends for 2016)
• Old World Flavors, i.e.; Korea, Japan, SE Asia (Source: Whole Foods Market’s
Top 10 Food Trends for 2016)
• The Intersection of Health & Convenience (Source: Food Technology’s Top
10 Predictions for 2016)
• Morally Conscious Foods (Source: Food Technology’s Top 10 Predictions for 2016)
• Gourmet Convenience (Source: Food Technology’s Top 10 Predictions for 2016)
• Tropical Asian (Source: McCormick Flavor Forecast for 2016)
• Cuban Culture (Source: Comax 2016 Flavor Trends)
• Trash to Treasure (Technomic 2016 Top Food Trends)
Breakfast
Small Plates & Appetizers
Smoked & Cured
Salads
Soups
Sandwiches
Burgers
Fostering Confidence : If You Like… Try…
If you like
…Try
Chicken BBQ
Parmesan… Salmon

If you like
…Try BBQ
Shrimp Pork…
Parmesan
…Try
…Try
Sicilian Cod
Tuna
Meatballs
Burgers

If you like If you like

Beef Italian
Burgers… Meatballs…
 Fostering Confidence
Canadian Cooking Method (AKA the 10-Minute Rule)
First posted by the Canadian Department of Fisheries in its 1959 “Canadian Fish Cook
Book,” this method was a way for the department to demystify the process of cooking
fish and, hopefully, sell more fish.
The 10-Minute Rule or Canadian Cooking Method is one way to cook fish by
conventional methods including grilling, broiling, poaching, steaming, sautéing,
microwaving, en papillotte, planking, and baking (at 400F to 450F). Here is how to use
the 10 Minute Rule:
• Measure the fish at its thickest point. If the fish is stuffed or rolled, measure it after
stuffing or rolling.
• Cook fish about 10 minutes per inch, turning it halfway
through the cooking time. For example, a 1-inch fish steak
should be cooked 5 minutes on each side for a total of 10
minutes. Pieces less than 1/2 inch thick do not have to be
turned over. Test for doneness. Flake with a fork. Fish
should reach an internal temperature of 145 degrees.
• Add 5 minutes to the total cooking time for fish cooked in
foil or in sauce.
• Double the cooking time for frozen fish that has not been
defrosted. Use this rule as a general guideline since fillets
often don’t have uniform thickness.
 Building Trust - Education
What do our customers want to know?
• Flavor profiles of fish
• Recipes
• Cooking methods
• Sustainability
• Seasonality
• How do I get that smell out
of my house?? I can’t wait
to make
your house
stink!

SOURCE: http://www.chefs-resources.com/seafood/
Value Added
Jeremiah Clem &Service Seafood
John Smith
Service Seafood Case Display
Build “Dinner Tonight displays across the front of your seafood
case. Make it easy for customers to find the protein's they like and
a great suggestion on preparations!
• Display Oysters and Clams with the joint in the ice for a really nice display
and preserving the life of the mollusks!
 Service Seafood Case Display

• Dinner Tonight section across the front of the

case, including Marinated Salmon, Kabobs,
Skewers, Parmesan encrusted cod!
• Think Upscale.
• Look at these delicious cooked Options!
• Upscale Crab Cakes!
• Season Shrimp!
• SNOW CRAB LEGS!!!
• Sprinkle ice over top of crab legs to help
retain moisture and give that freshly
cooked feel!
Service Seafood Case Display
• A little garnish in each 4ft section can go a long way to create
some POP in your case. 1-2 garnishes per window section.
• Call out each section of the case with a little writing on the
glass. 1 item in cooked, 1 in raw shellfish, and “Dinner Tonight”
across the center of your case!
Service Case How to make Seafood Kabobs?

Remember “POP”- Pepper,

Onion, Protein. Consistency
is Key to a GREAT eating
experience. Salmon, Tuna,
Swordfish, and Shrimp
Kabobs

Looks great and EATS even

better!
Service Case How to make Marinated
Seafood Skewers?

• Salmon, Tuna, Swordfish, and

Shrimp Skewers Marinated.
• Large chunks of seafood put
on skewers and tossed in
marinade!
• A little marinade goes a LONG
way! Don’t Hide the meat,
COMPLIMENT IT!
• Think about how they will
cook up on your grill at home!
Friendly and Fresh Quad Bunkers?
• Big and Bold Destinations!
• 3ft. Block Displays
• Let’s stand behind our advertised items!
Easy forClem
Jeremiah You &Seafood
John Smith
1 PICK YOUR FILLET
2 SEASON & SEAL IT
3 TAKE IT AND BAKE IT
•

Easy for You Seafood

This program supports our Enterprise Wide Friendly & Fresh Initiative.
The exclusive program, offered as a free service to our shoppers, adds convenience and
simplicity to healthy fresh seafood dinner selections.

Program Overview
o How it Works:
• Customer selects the Seafood to their liking.
• Seafood associate will season and seal it in the oven bag.
• Customer takes it home and bakes it in minutes.

o Success Begins with YOU!

• YOU play a very important role in making this successful.
• YOU have a direct impact on growing your Seafood sales and OSAT score using your
•Friendly service and knowledge to sell EFY to Customers!
•

Easy for You Seafood - 101

•1 •5

•3

•Associate explains the Easy for You

program to the shopper.
• Offer brochure and seasoning
options, herb options and
butter/lemon option.
•Associate prepares the seafood
selection with seasoning, herbs
and topping per the shoppers
request.
•Hand the sealed bag to the
shopper with a smile. Ask
them to let you know how it
cooks up! (feedback)

•2
•4 •6

•Shopper prepares at home.....

•Shopper chooses her seafood protein. •Seal the bag.
•EASY.
 SURPRISE & DELIGHT

SEAFOOD

•1) Pick your Seafood 2) Pick your toppings/Seasoning 3) Let us seal it 4) Take home and bake!

•Items to look for:

• Promotes “Friendly” thru customer
engagement.
•Platter in the case supporting the program?
• This is a complimentary service
• Butter, Herbs (4 varieties), Lemon slices to the customer. No upcharge.
• Platter clean, neat, organized? • Improves “Fresh” image thru
• Triangle Easy for You sign on the service case glass? customer specific preparation.
• Brochures available and accessible by the customer? • Easy for You is only available at
• Clerk talking it up with customers? Kroger and builds loyalty.
• Supporting sampling during prime time? (4-7pm) • The home experience:
• No mess to clean. No foul
smell to worry about.
This tool kit is located on the Meat & Seafood
Barney Web/Seafood (fresh packaged)/Easy
for You Seafood/Resources
 SEAFOOD TRAIN
Fish THE TRAINER
& Seafood
Questions??

86