School's in for shoppers scared to buy seafood. With all the recent news coverage about the health benefits of seafood, many shoppers have been working to incorporate more of it into their diets. What many still don't seem to realize, though, is how easy it can be to cook. Retailers are busy stepping up their efforts to promote seafood with recipe cards and, in some cases, in-store cooking services, while suppliers have launched a variety of new products geared toward simplifying seafood preparation.

Some chains, like Price Chopper, Schenectady, N.Y., have found ways to overcome the most common purchasing barriers. According to Mona Golub, spokeswoman for the midsize retailer, Price Chopper has been selling more seafood in recent years, due in large part to its educational efforts.

“We've been providing a lot more information about the products we make available. We also offer recipe ideas, and our award-winning Be Seafood Smart Program promotes the nutritive benefits of fish and seafood,” she said. “Education is definitely important in this category.”

Golub added that consumers' amplified commitment to health and wellness has contributed to the increased interest in the category, too.

She also sees the opportunity to continue educating the public about the types of fish and seafood on the market and their benefits.

“Consumers have more awareness, but from that point forward, they need to learn which types of seafood to choose, and they need recipes and advice on how to prepare the food,” Golub told SN.

Price Chopper prides itself in introducing more unusual varieties, like pintado, which is one of the latest species added to the chain's offerings. Each time a new type of fish or seafood is introduced, store associates are encouraged to hand out recipe cards and offer cooking suggestions.

“It's important to be proactive,” said Golub. “We want to answer questions before our customers even have to ask.”

The sales jump at Price Chopper is indicative of the industry as a whole, said John Connelly, president of the National Fisheries Institute, Washington.

Consumption of seafood was up nearly 11% during the five-year period between 2001 and 2006, with an average of approximately 17 pounds of fish consumed by each person per year, according to the trade association.

Connelly agrees that much of the lift can be attributed to retailer efforts to educate shoppers and to the greater understanding of dietary advantages.

“Consumers do understand the health benefits of seafood, so the challenge that remains is mostly an issue of perception,” he said. “As an industry, it's crucial that we help them work through how to select and cook fish.”