Frozen at Fish Sales Surge following Catch Date Transparency

Updated: 23 February, 2024

Updated: 23 February, 2024

We have increased our Frozen at Sea (FAS) sales by 34% in just three weeks following fantastic industry support for our Catch Date initiative.

JJ Foodservice has been featuring Catch Dates on the website and marketing materials to help customers to choose the ‘freshest frozen’ fish.

Traditionally, fish suppliers have not promoted catch dates on websites or marketing.

Frozen fish can legally be sold in the UK up to 24 months after being caught, processed and frozen.

Best Flavour and Texture

JJ suggests serving FAS fish as soon as possible for the best flavour and juiciest texture.

“We are keen to set the industry standard and we’ve had great feedback from customers,” said JJ’s Chief Sales Officer, Baris Kacar.

“Being able to see catch dates before buying gives customers peace of mind that they can choose the freshest frozen fish when they shop with us.”

A campaign to choose the ‘freshest frozen’ fish has been running across digital, print, and social media.

Since launching the campaign on April 1, 2021, FAS sales at JJ have increased by more than a third and customer accounts have increased by 28%.

“Shops are clearly keen to give their customers the best quality fish,” said Baris.

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