Rising Tide at A&P: Fresh Fish

LIZ PARKS

Consumers have been told that seafood is good for them, and that they should eat more of it. A&P, Montvale, N.J., has plans to help them with the introduction of Seafood Joe's Market Fresh Fish. The emphasis is on freshness and flavor, with a number of organic selections available.

A&P is aiming to have the program up and running this June in 64 stores, including Waldbaum's, The Food Emporium and Super Fresh, with more stores joining later in the year. Choices include premium fresh fish, shellfish, seasonal offerings and organic fish like Alaskan salmon, red snapper and soft- shell crab. Everything will be sourced through a new agreement with one of the key suppliers to New York City's famous Fulton Fish Market.

To educate in-store seafood associates on the many different varieties of fish available and their seasonality, A&P has also launched a new training program that includes guidance on how to clean fish, shellfish and other seafood, as well as instructions for preparing and cooking fresh seafood.

As the program develops, the retailer plans on adding stuffings and marinades as a value-added service.