They hope to entice their customers into buying fish through a fresh approach. Using a common fast-fish logo, the companies plan to adopt seafood sections that offer various recipes and menu suggestions, such as easy, Western-style fish dishes geared toward children and young people.
Currently, supermarket seafood sections mainly sell whole fish or slices of fish. According to supermarket officials, many young people with little cooking knowledge do not know how to prepare fish other than sashimi. Young homemakers are also apt to avoid seafood sections, saying their children prefer Western-style meat dishes.
In an effort to change this attitude, supermarkets plan to offer menu and recipe suggestions, as well as the necessary ingredients and seasonings. The sections will feature child-friendly recipes, as well as unusual fish dishes from around the world. Small-portion sets for single people will also be offered.
Supermarket operators also plan to offer ingredient packages, including preseasoned and cut fish so consumers can simply heat it up in a microwave oven or frying pan. Operators also plan to exchange information by inviting people in the food service industry, nutrition experts and students to meetings that will start late this month. The firms will set a secretariat at the Fisheries Agency.
The fast fish sections will be introduced as early as September.