Opah (Latin name: Lampris Regius) is an exceptionally colorful and beautiful looking fish that most people do not know much about. It is sometimes referred to as Moonfish because of its large round shape. Opahs can grow to almost 200 lbs, but typically range somewhere between 60 and 200 lbs. They have a silver/grey upper body color that shades to rosy red, dotted with white spots toward the belly. Its fins are crimson red and it has large, bright eyes that are encircled with golden yellow that really make them stand out. All Opahs are long-line caught.

There is no directed Opah fishery and you don’t see it sold in abundance anywhere in the United States other than Hawaii. It certainly isn’t consumed much here on the East Coast, but I am here to say that perhaps it should! Since it is an incidental catch by fisherman, it is available more often than not. Most of the Opah sold commercially is caught in Hawaii.  However, right now there is a small Opah fishery off of the Catalina Islands located off of the Southern California Coast that runs through January 31^st (starting in mid-November), weather permitting.

Opah has a very rich flavor, due to the high fat content in the fish. While it gets consumed raw (sashimi), I found it best served broiled where the oiliness really comes off the meat and on to your taste buds. I have seen it smoked and since the fish is so oily, I am sure that it “smokes up” well and tastes great!

Seafood Distributors purchasing Opah will more than likely receive what is referred to as the “rack” (head removed, tail and fins removed, and much of the lower two quadrants of the fish removed ). When the fish is cut to be sold, the “top loin“, or the meat at the top halves of the fish, is most desired. The meat is firm and bright pinkish red in color. The bottom loin, while edible, can be grisly, and generally ends up as kabobs or in dishes like tacos.  

Hopefully, you now know much more about this magnificent looking and tasting fish than you did before.

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Cephalopods are in big demand during the Christmas season.  The three major types that are purchased and consumed are:  Pulpo/Octopus, Sepia/Cuttlefish & Calamari/Squid.

Many people do not understand the difference between these three and tend to lump them all together.  However each type is a distinct animal.  Cooking methods can be quite similar but there are distinctive characteristics to each.

Pulpo or Octopus: 

Sold as large cleaned (each individual octopus weighs one to several pounds) or baby cleaned (several octopi per one pound).  These are typically boiled for salad or stewed in tomato sauce and transcend several cuisines:  South American, Mediterranean and Asian etc.  The cooked meat is chewy but flavorful. The tentacles are quite long and are cut into pieces while the head meat is sliced.

Sepia or Cuttlefish: 

This cephalopod is not as well known in the USA as its cousins the squid or octopus.  However, in Europe and Asia, this is the prized cephalopod for flavor and consistency.  The animal is a cross between both the squid and octopus in appearance.  The thick meat cooks up snow white and is tender with a subtle flavor.  It is delicious when grilled or stewed but is just as tasty fried or boiled. The tentacles are shorter and the body (or tube) is where the thick slices come from.  Once again the forms sold in the marketplace are either:   large cleaned, large uncleaned or baby cleaned.

Calamari or Squid:    

Most everyone knows this cephalopod.  The tube and tentacles are fried or the tube is stuffed.  Product is sized by tube length and there are many tubes or tubes & tentacles per pound. 

Happy Holidays!  May cephalopods be included on your holiday menu!

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2010 Predictions

As I contemplate the end of 2009 and the beginning of 2010 I am tasked with making predictions about what we can expect to see in the coming year.  Although 2009 was not as dire as many of us had thought it could be, I doubt there are many of us who will be sad to see the year pass and look forward to the opportunities that the future always holds in abundance.   

So what do I predict will happen in 2010?

• Although the economy will show “signs” of recovery in 2009, they will be only visible to those individuals working on Wall Street. Job creation will continue to be a challenge throughout 2010, as most companies continue to keep it lean and mean. Consequently, the average consumer will continue to increase savings and work towards trimming their budgets wherever they can. The increased savings rate will continue to impact the economic recovery, negatively in terms of year on year comparisons of the GDP - positively in that banks will be aggressive in developing lending relationships with solid companies in order to maximize the increased capital that will be at their disposal.
• Restaurants will continue to struggle with lackluster demand. Some of the high end chains will be forced to close a number of their poorer performing units in order to focus their resources on preserving their best units. The theme dining and mid-level chains will continue to promote value pricing in an effort to keep customer count, if not sales dollars, coming through the door. Profit margins will remain constant with 2009 as most of the chains have extracted most or all of the savings that they can from operations and administration already.
• Retail will continue to see increases ranging from 2-5%. The primary message will continue to be value for the dollar. Although most other proteins are anticipating a drop in production in 2010, which would normally result in increased prices, they will be hard pressed to pass along increases as they will not want to lose their competitive position relative to other proteins.
• Distribution will continue to see the consolidation primarily through attrition as smaller, weaker players are forced to sell or simply cease to operate.

2010 offers a variety of opportunities for seafood in that many of the core products that we sell are at historical lows - making seafood a true value, both in absolute and relative terms to other proteins.  Promoting that value will be the key to success in 2010.

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Sustainability

Bringing the sustainable issue home to the everyday consumer is something that we have yet to do.  I wonder what the result would be if we each went home and asked our spouse, children and friends what MSC meant; how many would come back with the correct answer?  If your results are anywhere near the results that I have seen over the past few days, it’s pretty dismal.  Out of 8 people I asked - only one had the correct answer.  This is from a group of individuals that you would think by sheer proximity to the issue would have known the answer through osmosis.  If this small group from the seafood industry does not know what MSC represents and tries to create in terms of sustainability -  how can we expect the consumer at large to know the answer? 

 The seafood industry needs to address the issue of sustainability with the consumer quickly and directly.  It needs to speak to the myriad of news articles that lead the American consumer to believe that, as an industry, we have disregarded our responsibilities as stewards of the environment.  MSC needs to make itself relevant to the end consumer.  Once the MSC reaches the end consumer, it will make itself more relevant to the industry as a whole and not just the supplier community. This means that more time and energy needs to be spent developing a dialogue with the end consumer.  This can be done through well place print ads highlighting the fisheries that are certified sustainable by MSC along with a targeted Public Relations campaign.  The MSC and seafood industry can raise consumer awareness and in the process, increase consumption of seafood.

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Fresh Swordfish

High quality Fresh Swordfish is currently at historically low prices. There is also no better time of the year to find the highest quality and freshest-to-market, swordfish around. This premium fish is harvested off the coast of Halifax, Nova Scotia in an area known as the Emerald Basin. The cold, clean, waters of the Emerald Basin are home to some of the largest, fattiest, best tasting swordfish found anywhere in the world.

Harvested by long line Canadian fishing vessels, these large Atlantic Ocean swordfish are prized for their freshness, firm meat and taste. The cold waters of Eastern Canada makes these fish very fat which gives the meat a lot of flavor.  This is very similar to what marbling does for the flavor of beef. The more fat, the more flavor!

These fish are not available year round. They have been available since August, but fishing boats have almost caught their quotas and the weather is starting to get nasty. This means that if you don’t buy these within the next few weeks, you will have to wait until next summer to have the chance to enjoy them again. Don’t miss out! If you are a lover of swordfish, now is the time to experience the best eating swordfish ever.  Just make sure that what you are buying is Emerald Basin, Canadian, Long Line Swordfish. You will not be sorry!

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Imported Loligo Squid

There are several significant Loligo squid species imported into the US.  The two most significant are: Loligo chinensis (from China) and Loligo vulgaris (from India).  The one that offers the most value to the US consumer and is packed similar to US domestic squid is the Loligo chinensis squid from China.

Loligo chinensis is caught in the South China Sea and is typically brought to shore fresh.  There are Taiwan boats that freeze at sea, but the majority of the squid caught in the South China Sea is processed from fresh or first land frozen and then processed later.  Loligo chinensis is treated with a tenderizing agent during the cleaning process.  Very few US Squid importers list the tenderizing agent as an ingredient on their cleaned squid package.  BOSN calamari is one Chinese squid brand that has all the proper ingredients listed and is true net weight.

Loligo Chinensisafter processing is white, tender and neutral in flavor.  The US market prefers a tender squid with neutral flavor and this product meets those criteria. It is also packed in the recognizable format of tray and bag and is very competitively priced.   The squid is fully cleaned and tentacles are separated from tubes. The squid is sized by its tube length which mirrors the domestic loligo.

Loligo vulgarisis a loligo squid that comes to the US market primarily from India.  It is whole cleaned which means the tentacles are still connected to the tubes, but the tubes have been skinned and eviscerated.  The pack is typically in a block, not in a tray and bag, like the US or Chinese cleaned squid.  It is block frozen and wrapped in plastic.  Sizing is also typically tube count per kilo, not length of squid tube.

Loligo vulgaris is a very sought after specie around the world.  It is meaty, moderately tender; light colored and has a more pronounced flavor than the Loligo chinensis.  It is also chemically tenderized and the tenderizing ingredients are not usually declared on the package.

Regarding price, Chinese and Indian squid are similarly priced in the market.  The familiarity of the Chinese package versus the more obscure ct/ kg of the Indian squid and unruly block/bag means the Indian calamari is less likely to be found in retail.  Both Indian and Chinese squid packers are known to pack less than net weight, so once again it is critical to understand what one is purchasing.

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Do you know the different trims of Atlantic Salmon?

C TRIM

• Back bone out
• Belly ribs off
• Collar bone off
• Dorsal fin off
• Dorsal fin trimmed
• Fat and belly fin trimmed
• Pinbone out

D TRIM

• Back bone out
• Belly ribs off
• Collar bone off
• Dorsal fin off
• Dorsal fin trimmed
• All belly completely removed with straight vertical cut
• Pinbone out
• Tail trimmed
• Fully trimmed

E TRIM

• Back bone out
• Belly ribs off
• Collar bone off
• Dorsal fin trimmed
• All belly completely removed with straight, vertical cut (not feathered)
• Pinbone out
• Tail trimmed
• Fully trimmed
• Skin off

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Selling the Seafood Sizzle

One of the biggest problems that most consumers have with seafood is that they simply do not know how to cook it.  This problem can be solved with a little education which will, when done effectively, create a loyal, committed customer.  The question is how to educate. In today’s fast paced society, the consumer is typically looking to reduce their time shopping.  Although they may say they are looking for an experience, in most cases, they target on developing a solution to their need for a meal and want to be in and out of the store as fast as possible.  Getting your customer engaged will be the key to making them a customer. 

The passive route to take is to develop recipe cards and to make them available to customers both at the counter and via your web site.  The benefit of this approach is the low cost - on the flip side - it will do little to engage your customer and get them excited about seafood.  The more proactive means of engagement would entail product demonstrations on site to show the customer the possibilities for creating a meal.  The upside of this approach is that your customer will see, smell, and taste the product - the downside is that it is expensive and results in limited customer exposure. 

I would recommend a hybrid approach - shoot a short video - no more than one minute - showing customers how to cook a particular meal.  In order to fully engage your store associates in the promotion, have them submit the recipes and do the cooking.  Combine this with a menu planning card as a take away and you have fully engaged your customer and made a sale in the process.

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Great Seafood Sells - More than you might think

As the economy has gotten tougher and customers have looked to increase their buying power, seafood has become challenged to compete with other lower priced proteins in stores. Consequently, seafood has seen smaller increases in sales than any other proteins over the last 12 months. Consumers have transferred their food dollars from restaurants to the grocery store. In response to this and the need to work on tighter margins, retailers have been reviewing the viability of maintaining fresh seafood departments in every store. In some cases, based on the ROI per square foot, retailers have decided not to keep a service department and convert solely to a self-serve case. But, purely looking at ROI does not tell the whole story.  It does not provide the complete impact that a fresh seafood case can have on sales dollars and profits that a store generates.

One chain in particular discovered that the fresh seafood service case has a broad reaching impact on every department in the store. After removing a number of service cases, they found that store sales were suffering in most of the other departments. They noticed that a number of higher ticket items were showing softness in sales and that the average order size per customer was declining. Upon further inspection, it was determined that the withdrawal of the service seafood case drove customers to purchase their groceries elsewhere. These same customers tended to create more culinary experiences and drove the sales of many of the higher priced and potentially higher margin vegetable, dairy, grocery and meat items. Where the average consumer might have spent $75.00 per visit, the average service seafood case consumer would spend $125 per visit. Although the seafood department may represent only 2-3% of total sales in retail - the truth is that it has a greater impact on the success of the store. The results would lead one to believe that by effective merchandising of fresh seafood, highlighting its health and convenience benefits, and the cross merchandising of products, the percentage of customers who frequent the seafood case increases. This also generates a new contingent of customers who are interested in creating a culinary experience, not just a meal.

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The Luxury Backlash

This economic disaster has created widespread commodity deflation. With the exception of Farmed Salmon, which is suffering from a major crop failure in Chile, we have seen prices drop. Sometimes these price drops can be good for a product. Lower prices, historically, have lead to increased consumption, and we’ve seen this on a number of items this year. There are a category of items however that have experienced a disproportionate drop in value and seen consumption drop to boot. I’m talking about luxury seafood items. 

What is a luxury seafood item? You’d think that it would be defined by price, but that is only part of the story. Perception is the other part of the equation. How many people are buying Hummers right now? Not a lot. It’s not solely based on the cost.  According to Carprice.com the base price of a Hummer is $32,345. The base price of a Toyota Avalon is $32,145, virtually identical. The Hummer is actually cheaper on the lot. People aren’t buying Hummers because of the message of “in your face” luxury and crass commercialism. Three years ago it was a status symbol. Now, it’s an embarrassment. This same thing is happening in Seafood.

What have been the biggest losers this past year in seafood? Jumbo Lump Pasteurized Crabmeat, Jumbo Shrimp and Lobster tails. These items dropped in value precipitously when the economy softened. The worst part was that consumption dropped more quickly than the prices, and no amount of discounting could bring that customer base back into the fold. We’re almost a year into the new economic reality and what do we see with these items? The pricing is still at or near historic lows and demand is still relatively low. What’s to be done?

We have to reposition these seafood items and make them accessible to a wider range of customers. We have to take the smaller sizes of lobster tails and sell them at retail as an affordable luxury. We need to get large shrimp on the menus of midrange restaurants in preparations that are not too “snotty” and at prices that are reasonable. We need to change customers’ perceptions of the position of these items in the marketplace.

It wasn’t just our 401k values that changed when the economy went south. We also have experienced a major shift in culture, away from flash and pretention and towards modesty and value. No one is sure how long the economy will be bad. Similarly we don’t know when or whether we will see a shift in cultural values. We need to live in the present and build our business based on current realities. If we do this, we’ll create a stronger and more stable base of demand for all products.

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