10 questions every chef and retailer should ask when buying seafood

1. Why is it so cheap? If the deal seems to be too good to be true – it is! Seafood isn’t cheap and if it is there is a reason for that – likely the fish is mislabeled, pumped up with water or adulterated in some other way. Stay away from the “deals.”

2. Do I know you? If you don’t know your supplier, you are making a grave mistake. Suppliers should be partners, not a roster of revolving phone calls you make when you need a case of this or a case of that. Build a relationship with your purveyors, it will help you and help them.

3. Is this fish sustainable? We know there are a slew of competing eco-labels and certification programs out there – and, really, some are better than others. But don’t be lazy, take the time to look at these sustainable seafood certification programs to make sure the fish carrying their stamp really is sustainable.

4. How can I help? In the past several years, the“fishery improvement project,” or FIP, hasemerged as a way for retailers and foodservice professionals to directly contribute to the recovery and sustainability of a fishery they rely on. Groups such as Sea Pact are helping fund FIPs for Brazilian lobster FIP and other fisheries. Seafood companies, too, are contributing directly to FIPs. Do your part, get involved.

5. Where did this fish come from? Selling seafood today is all about tying the product back to the producer, whether that is a fisherman in Norway or fish farmer in Thailand. Know where your fish comes from – visit the fishing grounds or tour the farm.

6. What’s it taste like? Of course, at the end of the day, you are selling food – and food is all about taste. It’s surprising, therefore, how many retailers and restaurateurs have trouble articulating the taste of particular seafood to their customers. There are lots of ways to help your customers understand the taste of seafood, but first you need to know how it tastes.

7. Can you get it to me? Doesn’t matter if your supplier has the best fish on the planet, if they can’t get it to you when you need it, they’re of no use to you. Make sure you understand the logistics capabilities of your vendor.

8. Are you trendy? Plenty of suppliers just want to flip inventory; they don’t want to help you with research on food trends and new species. Don’t settle for an out-of-date supplier. Look for one who is current with trendsand other business developments that will help you sell more seafood.

9. Do I have a marketing plan for this? Ask yourself if you are truly prepared to sell the seafood you are brining into your supermarket or restaurant. Do you have best practices in place to care for the safety of the seafood? Do you have a marketing plan to really push sales of the fish or shellfish – something beyond just sticking it in the display case or putting it on the menu. Seafood customers need nurturing.

10. Should I be selling seafood at all? Look, it is way easier to sell beef and chicken – way easier. Seafood is harder. There are seasons to contend with, sustainability issues, logistic challenges, a variety of species to understand, etc. If you don’t want the complexity of selling seafood, don’t sell it. You won’t do it well and your customers – if given a bad fish – will become seafood haters, and that is not good for anyone.