A Retail Seafood Quality Primer

HANDLE WITH CARE:
A Retail Seafood Quality Primer


CHAPTER ONE

Introduction

Seafood is the food of the 1990s. Light and healthy, seafood is
becoming the choice of the growing number of Americans who are
counting calories, cholesterol and vitamins.

The popularity of seafood is apparent in increasing retail sales
figures and the growth of full-service retail seafood counters. The
Alaska Seafood Marketing Institute (ASMI) is working hard to
support the seafood efforts of retail stores with advertising and
promotional programs.

But, ASMI believes that long-term retail success with seafood
involves more than just advertising. The key to repeat sales is
consistent delivery of a variety of high quality products. That's why
ASMI I developed this quality primer for Alaska seafood's most
important sales representative--the person behind the counter.

These quality tips are designed to help you lure potential
customers to your counter and keep them coming back after their
initial purchase. Our suggestions cover receiving, storage, handling,
thawing, display and sanitation.

Why Quality Is Important

Seafood must be treated differently than beef, pork, lamb,
poultry and other meat products. Fish and shellfish lack the tough
muscular fiber of land animals, the natural temperatures of Alaska
seafood generally hover something just above freezing, and seafood
is accustomed to a very moist environment.

Consequently, seafood must be handled with care while being
kept cool and moist. Rough handling or improper storage can
severely damage the taste, aroma, appearance and texture of
seafood products.

Few foods can match the delicate texture, rich taste and pleasant
aroma of seafood when it's first brought aboard a fishing vessel.
Freshly caught seafood smells like a clean ocean breeze and its
flesh is firm, moist and flavorful. The transportation systems and
technology of the 1990s allow most Americans to enjoy fresh
seafood from around the world.

That fresh-caught flavor now is successfully captured for
months in frozen and canned seafood products. Indeed, today's
frozen seafood often is superior in quality to fresh products; modern
processing vessels can freeze a fish only hours after harvest, while
it might take many days for the same fish to reach the market as "fresh."

The attitudes of all-too-many Americans toward seafood were
shaped by an era preceding jet transportation, refrigeration and
instant communications. Despite the growing interest in seafood,
many consumers hesitate to make their first retail purchase,
believing that seafood is difficult to buy and prepare.

Once you've convinced consumers to make a purchase, you
want to make certain that their senses are delighted rather than
assaulted. Promotion may convince someone to give seafood a try,
but it's product quality that will keep customers coming back for
more.

How Seafood Quality is Lost

The spoilers of seafood quality--bacteria, enzymes, dehydration,
oxidation, contamination and physical damage--will strike
whenever they are given an opportunity.

Bacteria and enzymes (proteins that aid in digestion) are present
in all fish and shellfish, but their activity increases at higher
temperatures and in areas where nutrients such as blood, slime and
scales accumulate. These spoilers break down the flesh of seafood,
turning firm, resilient tissue soft and mushy. This process affects
taste, odor, appearance and texture.

Strong "fishy" smells are clues that bacteria and enzymes are at
work in your store.

Mishandling of whole, fresh seafood ruptures blood vessels and
causes bruising. Blood also can seep into the flesh of fresh, whole
fish when they are picked up by the tail. The weight of the fish can
separate the backbone and break major arteries which still contain
blood even though the fish may be eviscerated.

While a juicy red steak may appeal to the eye of a passing
customer, a blood spotted fish fillet will not. Bruised seafood flesh
has a strong "fishy" taste and odor. The presence of blood in
bruised seafood also speeds up the oxidative process which occurs
when oxygen mixes with the fish's fats and oils. Oxidation leads to
rancidity.

Seafood flesh exposed to the air will dehydrate. This loss of
fluids decreases the net product weight and damages texture and
color. Dehydration is most commonly recognized as "freezer burn,"
but the process strikes fresh and frozen products alike.

Beating the Spoilers

The formula for beating the quality spoilers is very simple:
Keep seafood clean, cool, moist and moving. Handle seafood with
care and pay close attention to temperatures and sanitation.

Temperatures are particularly important. A fish held at 50  F.
will spoil five times faster than one held at 32  F. Even the
difference of a few degrees can be critical. A good rule of thumb is
that product shelf life is cut in half by every 10  F. increase in
temperature.

Remember, temperature can be your friend or foe. Maximum
product life can be obtained by holding fresh seafood at 30-34  F.
and frozen products at - 10  F. or colder. While a particular fresh
seafood product may store well at 32  F. for a week, the same fish
held at 37  F. may last only 3-4 days.

Sanitation also is critical in seafood operations. Cooling fresh
seafood to 32  F. only slows down the destructive activities of
bacteria and enzymes. The activity of enzymes speeds up as
temperatures increase, and bacteria multiply in proportion to the
temperature and available food supply.

Temperature can be your friend or enemy. The optimum holding
temperatures for maintaining product quality are 30  to 34  F. for
fresh seafood and -10  to -20  F. for frozen seafood.
Thaw frozen seafood at 32 -- 35 F. Frozen Storage Zone 0 - 20 F.

If a work table isn't thoroughly cleaned, bacteria will multiply
rapidly in the accumulated blood, slime or bits of seafood flesh. The
bacteria strike quickly when they come in contact with another
piece of seafood. If your shop has unpleasant "fishy" odors, it
usually means there's a gap in your sanitation efforts.

Follow rotational policies closely. Seafood always should be
handled on a 'first in, first out' basis. This is particularly critical for
fresh seafood because of shorter shelf life, but it also should be
applied to frozen product display cases.

Protect fresh seafood from dehydration and airborne
contamination by keeping it covered. Perforation of plastic bags and
other airtight containers used for storing fresh seafood is
recommended, as some fresh seafood should not be held for
extended periods of time in airtight containers.

Frozen seafood should not be exposed to oxygen. Frozen
products should be held in airtight containers or be shielded from
oxygen by protective coverings such as water glaze or vacuum
packaging.

Always view your seafood displays and merchandising efforts
from the customer's perspective. Move around to the other side of
the counter to evaluate your results.

Get to know as much as you can about the products you handle.
The knowledge will help you give your customers the best possible
seafood, while allowing you to answer with authority questions
about handling and preparation.

You're the "expert" consumers will turn to when hesitating to
purchase an unfamiliar product. Your degree of confidence in the
products you handle is likely to make a tremendous impression on
shoppers.

CHAPTER TWO
Fresh Seafood

KEEP FRESH SEAFOOD

COOL
Hold fresh seafood at 30-34  F.

CLEAN
Use detergents and sanitizers to clean display cases
2-3 times a week.

MOIST
Hold on ice, cover or mist seafood periodically with an atomizer of
cold water.

MOVING
Rotate fresh seafood in display cases on a first-in, first-out basis.

General Advice

Careful planning is important for retail seafood counters
handling fresh product. If too much is ordered, product quality will
suffer and some fish may have to be dumped. If too little is ordered,
however, you'll run out of product to sell.

Purchasing needs to be built around anticipated sales within the
shelf life--how long a product can be held--of each seafood being
handled. There is no standard for maximum shelf life of fresh
seafood; storage time varies according to species and a long list of
other variables.

Temperature can be your enemy or friend. The quality and shelf
life of fresh products is directly related to holding temperatures. A
fish kept at 50  F. spoils five times faster than one held at 32  F.

The temperatures of incoming shipments of fresh seafood
should be checked by inserting a thermometer into the flesh. The
best temperature range to maintain during shipment is 30-34  F. If
the temperature of incoming product exceeds a shipping range
specified by your store when purchasing, the transporter and sup-
plier should be notified immediately.

Fresh seafood should be examined upon arrival for quality. (See
the accompanying tips for determining fresh seafood quality.)
Quickly move the seafood into a cool room kept at 30-34  F. until
ready for display. A fresh fish can be held twice as long at 32  F. as
it can be at 37  F.

Customers will evaluate your operation on how it looks and
smells from the aisleway. Sanitation is important. Unsanitary
display cases and work areas provide breeding grounds for bacteria,
cause strong unpleasant odors and visually turn off customers.

Strong, consistent rotational policies for fresh seafood display
cases are critical. Product should be periodically rotated, with the
freshet seafood being positioned at the front of the case where
shoppers stand. The first seafood into the display case should be the
first taken out.

If you use wet ice in the display case, make sure meltwater isn't
allowed to accumulate. Replace the ice as it melts. Remove ice
discolored by blood or product fluids. To maintain a "fresh-caught"
appearance in dry display cases, periodically mist the seafood with
an atomizer filled with cold water.

Seafood should be carefully arranged on display trays. Whole
fish should be placed in shallow pans with drain holes in the front to
allow drainage of meltwater and product fluids. Steaks and fillets
should be displayed in perforated trays. Shellfish can be placed in
solid, deeper pans.

Customers find it easier to shop if you divide your display case
into sections for whole fish, steaks and fillets, shellfish, and cooked
and smoked products. Plan your display by sketching out the case
and plotting product locations.

Product identification tags and price markers also aid shoppers.
Spiked tags should be stuck in garnishes such as lemons rather than
in the seafood. Puncture marks damage the product and allow easy
access for bacteria.

Durable plastic parsley strips are useful in dividing rows of
product.

Evaluate your work from the customer's perspective by moving
to the other side of the display case.

How To Evaluate Fresh Fish

In evaluating fresh seafood, beauty truly is in the eye and n
ose of the beholder. Let your senses be your guide to selecting high
quality fresh seafood. The only instruments needed to measure
quality are your eyes, hands, and nose.

These general guidelines for judging fresh seafood quality apply
to most products. Base your determination of seafood quality on a
combination of these factors; if a seafood passes most of the tests it
probably is a good quality product.

1.      Quality fresh fish should smell sea-fresh. Strong or
objectionable odors signal quality problems.
2.      The flesh of whole, fresh fish should feel firm and slightly
springy or resilient. Some flatfishes, notably sole and
arrowtooth flounder, naturally have softer flesh.
3.      The gills of most finfish should be reddish in color. Gray, dull
brown or white colored gills indicate quality problems.
4.      The eyes should be bright and clear. Sunken or cloudy eyes
may be a clue that quality has begun to deteriorate. This rule
does not always apply to small-eyed fish such as salmon.
5.      Whole fish should have a bright and shiny appearance, and
most of the scales should be intact. The scales should adhere
tightly to the skin.
6.      Fillets and steaks should appear moist, firm and freshly cut. The
flesh should be almost translucent so it seems as if you are
looking into the flesh. There should be little evidence of
bruising or reddening of the flesh from retention of blood.
7.      Pre-packaged steaks and fillets should contain a minimum of
liquid. Seafood stored in liquid deteriorates quickly.

Recommended Handling Practices

Receiving

Emphasize product quality when ordering fresh seafood. Buyers
should specify preferred shipping temperatures to suppliers. The
best shipping temperature is 30-34  F. Check the core temperature
of incoming fish for compliance.

Time and temperature monitoring devices are tools to use in
seafood shipments to signal potential temperature abuse.

An experienced inspector should evaluate all incoming product.
Watch for damaged packaging, check core temperatures with a
temperature probe, and evaluate overall product quality. I f there
are quest ions about the quality, the supplier should be contacted
immediately.

Incoming shipments should be moved to a cool room as quickly as
possible.

Holding

There is no standard maximum shelf life for fresh seafood as it
varies according to species, season, holding temperatures, handling
practices from time of harvest and a host of other factors. If you're
uncertain about how long to hold a product ask your supplier for a
recommendation.

A rotational plan for inventory is very important to safeguard
against exceeding maximum shelf life. Proper rotation of product in
and out of the cool room is simplified by pre-sorting incoming
shipments according to quality.

The recommended cool room temperature is 30-32  F. Keep the
temperature constant and periodically check the room temperature.

The best holding results for whole fish may be obtained through
layer and belly icing. Provide drainage to prevent buildup of
meltwater. If wet ice is not used, the seafood should be periodically
misted by an atomizer filled with cold water.

Use flaked, shaved or crushed ice. Large pieces of ice make
indentations in the fish and can bruise the flesh. Ice should be
manufactured, handled, stored and used in a sanitary manner; it
should not be re-used.

Check iced fish periodically and re-ice as needed. Ice prevents
dehydration, rinses the flesh as it melts and keeps the seafood at a
constant temperature.

I f possible, position whole, dressed fish vertically with the head
lower than the tail to allow better drainage of melting ice through
the abdominal cavity.

The quality of steaks and fillet s is best preserved by storing in
plastic bags buried in ice. Some seafood should not be held for
extended periods of time in an airtight environment; perforation of
containers is advised.

Do not hold fresh seafood in meltwater or product fluids.
Prolonged contact with fluids will leach color, flavor, aroma and
nutrients from the flesh of seafood.

Handle seafood with care. Bruises and punctures hasten
spoilage. Always use two hands when lifting fresh whole fish,
steaks and fillets. Do not pick up a whole fish by the tail.

Take care to segregate cooked products from raw seafood to
prevent cross-contamination.

Display

Fresh seafood should be displayed in an enclosed case that does
not use a fan to circulate air. Most retail seafood display cases are
cooled by gravity-fed coils; wet ice also is used in some of these
cases. Other display cases are cooled exclusively with wet ice.

Fresh seafood display cases generally are equipped with
drainage systems. Check the drains periodically for clear passages.
If your display case does not have an automatic flushing system,
you should periodically wash meltwater, product fluids and shreds
of flesh down the drain.

For unrefrigerated cases, use a bottom layer of ice at least 8-10
inches deep.

Cubed ice works well for this purpose as it melts slowly. Seafood
should be placed on display trays atop the bed of ice.

Fish should not be stacked for display unless ice is used. Fish
stacked two or three deep in dry, refrigerated display cases will not
cool evenly or maintain a stable temperature. If layer iced, fish can
be stacked three deep.

Sprinkle some ice on top of the fresh seafood periodically to
keep it rinsed, moist and evenly cooled. For dry cases, lightly mist
the product periodically with an atomizer filled with cold water to
prevent dehydration.

Stainless steel display trays and pans are preferred, although
aluminum and plastic containers are acceptable. Display whole fish
in shallow trays equipped with holes in the front (drill one if
necessary) to allow drainage of meltwater and product fluids.
Steaks and fillets should be placed in perforated trays, while
shellfish can be displayed in solid pans with no drainage holes.

Do not stick spiked price tags or product identification markers
into the seafood. Punctures damage the product and allow easy
access for bacteria. Prices may be spiked in lemons or other
garnishes used to enhance visual appeal for the display.
Display cases should be equipped with an internal thermometer
allowing easy checking of display temperature. Refrigerated display
cases generally maintain a temperature of 30-34  F. The
refrigeration unit probably needs to be adjusted if the temperature
does not fall within this range.

A strict rotational policy followed by everyone behind the
counter is the best guarantee of a first-in, first-out system. I f the
quality of a product is questionable, it probably should not be sold.
The longproducts--fresh, frozen and canned--and work to make your counter
the quality seafood store.<P>

The key to preserving frozen seafood product quality is to
maintain constant, very cold temperatures. Maximum shelf life is
obtained by holding frozen seafood at - 10  F. or colder, although a
0  F. or colder holding temperature protects product quality.<P>

Move incoming frozen products into the freezer as soon as
possible. Plan unloading operations to pass the incoming inventory
very quickly from freezer vans to your cold storage.<P>

There should be a rotation plan for frozen display cases.
Product that has spent the longest amount of time in the case should
be positioned where the customer is most likely to reach--upward
near the front of the display case. Product also needs to be rotated in
and out of the display case on a periodic basis so the optimum shelf
life of any single package is never exceeded.<P>

Slow thawing of frozen seafood is very important. Thawing can
have a tremendous effect on flavor, texture, aroma and appearance.
The best results are obtained when product is thawed at 32-35  F.<P>

Careful planning is important when thawing at these
temperatures to allow enough lead time. While most fillets and
steaks will thaw sufficiently overnight, whole fish may take
additional thawing time. Avoid quick thawing methods as improper
defrosting can seriously damage seafood quality.<P>

During thawing operations, the seafood should be placed in
drain pans or other containers that prevent the buildup of meltwater
and product fluids. The quality of seafood held in water deteriorates
very quickly.<P>

Recommended Handling Practices<P>

Receiving<P>

Thoroughly inspect incoming seafood for carton damage and
signs of temperature abuse. Boxes with water marks may indicate
that the product has been allowed to partially thaw during transit.<P>

Do not accept thawed or partially thawed products. If you have
any questions about the quality of incoming product, contact your
supplier immediately.<P>

Shipping temperatures can be checked by opening at least one
carton to sample product core temperatures with a thermometer. If
the temperature does not fall within guidelines specified by your
store during purchasing, quickly notify the carrier and supplier. Re-
package the seafood sample immediately upon inspection.

Transfer incoming product from delivery vans to cold storage as
quickly as possible. Do not allow frozen seafood to stand at room
temperature as thawing begins very quickly.

Never re-freeze thawed fish. Shipments that are accidentally
thawed should be sold immediately as "previously frozen seafood"
or discarded. The taste, texture, aroma and appearance of re-frozen
seafood can be seriously impaired.

Storage

Maximum product shelf life can be obtained by storage at a
constant - 10  F. or colder, although a temperature of 0  F. or colder
will protect product quality. Never store frozen inventory at
temperatures above 0  F.

Cold storage temperatures should be checked periodically and
monitoring thermometers should be calibrated on a regular basis.

Date codes should be displayed on each carton or item of frozen
seafood to support a first in-first out stock rotation system.

Frozen seafood products should be protected from freezer burn
or dehydration by a protective covering. This generally is done with
a water glaze, vacuum packaging or moisture proof wrapping.
Protect unboxed frozen product and reduce the time it is held in
storage.

Cartons of frozen seafood should be stacked off the floor and
away from the walls and ceilings in cold storage to encourage good
circulation of cold air. Store on pallets and make sure the stacks are
stable to prevent tippage.

Thawing

Thaw slowly in a cool room kept at 32-35   F. Never thaw at
temperatures above 40  F. Thawing at higher temperatures causes
excessive drip loss, reducing the net weight of the thawed product.
Quick thawing also reduces shelf life and adversely affects taste,
texture, aroma and appearance.

Avoid quick-thaw methods such as immersion in water, and
forced air. These "short cuts" can severely damage product quality.

If it is imperative to shorten thawing time for small amounts of
product on an emergency basis, an acceptable method is to seal the
frozen seafood in a watertight plastic bag and immerse in very cold
water. Never soak fish directly in water.

Immediately cool and sell the thawed product. Never re-freeze
fish. Thawed seafood should be labeled so consumers are aware
they are buying a processed product.

Display

Transfer frozen products from the cold store to the display case
as quickly as possible to prevent partial thawing. If a product is
accidentally defrosted, do not re-freeze. Sell the thawed seafood
clearly labeled as a processed product or discard.

Except during defrost cycles and brief loading periods, the
display case temperature should be maintained at 0  F. or colder.
The best display temperature is - 10  F. or colder. Check display
case temperature frequently. Service doors should be closed
immediately after removing products.

Stock by rotating product upward and to the front of the display
case, while placing new packages on the bottom and to the rear.

Frozen display cases also should have a rotation scheme
ensuring that the shelf life of individual packages is not exceeded.
Code dates help ensure proper rotation. Maximum shelf life of
seafood products varies according to species and a host of other
factors, but a good rule of thumb is avoid holding in the display
case for longer than one month.

Do not stack above the fill line in display cases. The
refrigeration system is not designed to protect product above this
point.

Remove torn, discolored or otherwise damaged packages from
the display. Excessive ice crystals on a package are evidence that
the product probably has been thawed and re-frozen. The quality of
such products is questionable.

Display cases should be packed tightly without making it
difficult for customers to remove packages. This reduces the risk of
thawing.

If your display case has no automatic defrost cycle, defrost at
regular intervals. More frequent defrosting is required in warm
climates. Shorten your rotation schedule in warmer climates to
compensate for the increased defrosting cycles.

Always transfer the contents of display cases to cold storage
before starting the defrosting process. The temperature of consumer
packages of frozen seafood can increase by 5  F. in as quickly as 10
minutes when exposed to room temperature.

Display cases should have an indicating thermometer
measuring the internal display case temperature.

Most frozen seafood display cases come equipped with
recommendations from the manufacturer for correct service of
equipment during power failures. Read these instructions so you
can react quickly during a blackout.

CHAPTER FOUR Sanitation

General Advice

Clean seafood counters do not have strong unpleasant odors.
Nothing will turn away potential customers faster than a strong
"fishy smell." If your store has a strong odor, there's a gap in your
cleaning efforts that must be quickly bridged.

Sanitation programs in retail seafood stores must be thorough
and regular. Think of your store's seafood handling and display
areas as a kitchen where meals will be prepared for your family and
friends.

Specific sanitation schedules and methods may be subject to
local, state and federal health standards. Every plan should be built
around those regulations.

Choose cleaning compounds and sanitizers from a list provided
by the federal government and follow the recommended instructions
and restrictions on use. The list may be obtained by writing for the"
List of Proprietary Substances and Non-food Compounds,"
Miscellaneous Publication Number 1419, from the Superintendent
of Documents, U.S. Government Printing Office, Washington, D.C.
20401.

Receiving

Delivery vans and containers should be kept clean and free of
odors. If sanitation problems are detected, the carrier should be
notified as soon as possible.

Clean and sanitize shelves, dollies, tubs and other containers
used in moving seafood daily or following each use. Keep these
materials and containers in good repair.

Display

Scales, wrapping surfaces and other seafood handling areas
should be cleaned and sanitized daily or more often. Equipment and
surfaces must be made of a non-porous material, preferably
stainless steel.

Clean and sanitize all glass surfaces daily or more frequently.
Shoppers will view a dirty glass display case as a bad sign.

Display cases should be emptied, cleaned and sanitized two or
three times weekly, although the best schedule would be daily.
Display cases must be cleaned and sanitized at least once a week.

Display case drains should be kept clean and unobstructed.

Display trays should have holes for drainage and be constructed
of a non-porous material. The best display trays or pans are
stainless steel. Clean and sanitize after each use.

Floors should be cleaned and sanitized daily, walls weekly and
ceilings once every three months. All surfaces in retail seafood
handling, display and storage areas should be constructed of non-
porous material.

Refrigerated Storage

Refrigerated seafood storage areas should not be used for
storing other foods to avoid mixing noncompatible odors.

Clean and sanitize ducts, blowers, grills, condensation drip
trays and overhead coils monthly.

Make ice from chlorinated, potable water. Ice should be stored
in covered containers to prevent contamination. Use clean utensils
to transfer ice.

Discard ice that has come in contact with seafood products or
any contaminated surfaces.

Employee Practices

All seafood handlers should wear clean hats, aprons or coats.
Hands should be washed and dried before and after handling
seafood, and between handling raw and cooked products. Minimize
hand contact with seafood whenever possible.

Seafood handlers should have a food handler's card. Employees
who are ill or have open cuts and sores on their hands should not
handle seafood.

There should be no smoking or drinking in seafood handling areas.

Cleaners and Sanitizers

Use approved detergents and sanitizers to clean seafood contact
surfaces. Fish blood and slime may require the use of a chlorinated
alkaline detergent.

Sanitizers containing phenols, such as Lysol and Pinesol,
should never be used on seafood contact surfaces.

This seafood quality primer was produced by the Alaska Seafood
Marketing Institute in the belief that product quality is one of the
most important ingredients in the long-term success of retail
seafood counters. It was written for Alaska's most important sales
representative ---- the person behind the counter.

Alaska Seafood Marketing Institute
1111 West 8th, Suite 100
Juneau, Alaska 99801

If you have any questions about Alaska seafood write to ASMI at:

alaska_seafood%commerce@state.ak.us