Following taste test research that found chefs are often unable to distinguish between fresh and frozen fish, foodservice provider Bidvest 3663 is launching a Fish ‘n' Switch campaign.
In blind taste tests, conducted by food research company Technomic, Bidvest 3663 customers praised frozen fish for its excellent texture, taste and flavour.
Participants could not always tell the difference between the frozen product and fresh fish. The Fish ‘n' Switch campaign will run during February and March. It is looking to champion the benefits of frozen fish for foodservice operators, which include the higher margins that can be achieved and the versatility of products available.
The campaign will also promote Bidvest 3663's frozen fish range, which includes a number of ready filleted and skinned products chosen to help customers with a wide range of skill levels develop their fish offer in line with the latest consumer trends. There are also recipe ideas and notes on
matching fish with wine, which have been designed to help customers revitalise their fish offer.
Gemma Young, product and marketing manager at Bidvest 3663 said: "Fish and seafood has a huge presence on menus and spans a wide range of eating occasions, yet Technomic 2014 research shows that the average pub and restaurant menu contains just 2.8 fish dishes.
"Frozen fish products can help chefs serve a wider range of appetising fish dishes quickly, easily and more economically, without compromising on quality. As many frozen fish products come prepared and ready to cook, chefs can spend less time deboning and filleting and more time developing
The first phase of the campaign was launched at Bidvest 3663's Foodfest in January, where the sales team participated in masterclasses to bone up on frozen fish and the frozen fish range.
Andy Benn, catering development controller in the chef team at Bidvest 3663, gave a live demonstration of how to cook some fish dishes using frozen fish.
Young said: "By broadening their category understanding in this way, our sales team can deliver a personalised service and help customers choose the frozen fish products that are right for them and their establishment."