Myth 1 Fresh Means never frozen

Fresh is subjective & must be used in assessing age & quality. Food Standards Australian New Zealand define a never frozen food as Chilled.

Seafood Secrets labels and packs, in accordance with FSANZ regulations, strive for superior freshness at every level. You be the judge!

Myth 2 Frozen Seafood is inferior to Chilled

Frozen seafood instantly snap frozen after catch, can be superior to a poorly handled & aged chilled fish.

Seafood Secrets audits strict controls on its chilled & frozen seafood to ensure quality & freshness retention.

Myth 3 Fish is expensive

Fish need not be expensive, choose Seafood Secrets Smart Buy or Daily Provisions and get fantastic value for money.

Some comparisons against common purchases:-

Myth 4 Fillet means boneless

Although the Oxford dictionary agrees, the industry generally means "the flesh removed away from the main body and backbone of the fish". The pin bones following the blood line of fillet may remain.

Seafood Secrets Labels as follows:-
100% boneless" - for species that we can completely remove & guarantee boneless.
De boned -undetected bones may remain" due to the manual nature it can not be 100% guaranteed on every fillet.
      Internal audit tests indicate that only 2% of fillets contained a singular bone.
Bone in" where not always obvious in fish like whiting or cutlets.

Myth 5 The oceans are being depleted

In Australia, and now in most parts of the world, fisheries management is very sophisticated and enforces strict catching methods and quantities to ensure sustainable rejuvenation of stocks for future generations.

Myth 6 Cooked closed mussels should not be eaten

Unopened mussels are just a nuisance to open because the mussel node has not released.
There is no scientific or microbiological reasoning to suggest they should not be eaten. Don't waste them!

Myth 7 Opened chilled mussels should not be cooked

With current quality regulations in Aquaculture, mussels are delivered to retailers in a live chilled condition and stored under 5°C. Even if mussels open due to low temperature, dehydration, or age they still have the same shelf life as other chilled seafood and micro-organisms are contained. Yes you can cook a chilled open mussel if it is fresh and has no unpleasant odours.

Myth 8 Fish smells & tastes fishy

Fresh Fish does not have a fish smell, the art of eating Sashimi is a testament to the light natural flavours and textures of raw seafood.

Fish with high oil content should be cooked lightly and still be translucent in the centre when taking away from heat.

High temperatures not only dehydrate, but also change the oil composition which results in strong fishy flavours and reduces the health benefits.

Myth 9 Fish is difficult to cook

Like most things in life, simplicity and common sense prevails and never fails. Apart for some rare exceptions, all fish is suitable to all cooking methods.

Yes some species excel with specific techniques and knowledge will come with advice and the fun of experimenting.

If you do need help however, Seafood Secrets COOKING BASICS will demystify the illusion.

Myth 10 Some fish mongers substitute fish for profit

Negative overstated publicity re-enforces this perception.

The seafood industry goes to great lengths to police this practice with heavy penalties imposed.

Standard marketing names have also been standardised throughout Australia to assist in this process.

Seafood Secrets labels according to the Industries marketing names committee recommendation & also includes the common and scientific names for further reference if required.

Myth 11 if it does not state thawed or imported on the ticket it must mean its chilled (never frozen) and local.

Wrong ! Ask any fishmonger that does not state it on the label and get the facts. Chilled Scallops, Squid, Prawns etc. have more often than not been thawed to enhance display presentation.

Seafood Secrets does not thaw and pack but retains and sells frozen products in that state to maintain quality until ready for use

"We Speak Fish"