Fresh Thyme Markets to add New Zealand salmon to seafood selection

Regal New Zealand King Salmon is expanding U.S. distribution of its award-winning salmon with the launch of its premium Regal Fresh King Salmon at all 70 Fresh Thyme Market grocery stores across 10 Midwest states.

Raised in the clean and cold waters of New Zealand’s Marlborough Sounds, the fresh King salmon will be sold by the pound from the seafood counters at Fresh Thyme Market grocery stores chainwide starting this month. New Zealand’s King Salmon was the first marine-raised salmon to achieve the coveted Monterey Bay Aquarium Seafood Watch Green/Best Choice rating, which was renewed in 2020.

This expands Regal’s partnership with Downers Grove, Ill.-based Fresh Thyme Market, where it has been selling its sliced smoked salmon since early last year.

The rollout fits into the fresh-focused retailer’s emphasis on real healthy foods at affordable prices.   Both partners see this distribution deal as a unique opportunity to elevate the seafood offerings available to discerning shoppers. 

“This is something that doesn’t happen every day in the grocery retail world of seafood,” said Jason Resner, Fresh Thyme Market’s vice president of fresh merchandising. “Allowing customers everyday access to this level of high-quality salmon fillet at a value, across 10 Midwest states, is a great way to start the new year.”

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“We are delighted to become Fresh Thyme Market’s strategic supplier for top-grade salmon,” said Michael Fabbro, New Zealand King Salmon Co.’s vice president, North America. “The chain’s shoppers have already said yes to our smoked salmon line. We know they’ll enjoy adding fresh King filets to their culinary repertoire.” 

Regal Fresh King Salmon will roll out at all 70 Fresh Thyme Market grocery stores across 10 Midwest states.

In collaboration with Regal, Fresh Thyme Market grocery stores will provide shoppers with recipes and educational materials about the health benefits of King Salmon, which has one of the highest natural healthy oil contents of all salmon varieties. This oil is a rich source of Omega 3 fatty acids, which have important heart and brain health benefits and give the salmon a luscious, elegant texture. 

Regal King salmon is sustainably raised and certified Kosher.  It will be air freighted fresh from New Zealand to Fresh Thyme Market’s distribution center.

Fresh Thyme Market will sell Regal New Zealand King Salmon at an initial promotional price of $12.99 per pound from Jan. 27-Feb. 2, 2021, and follow the launch with promotions targeted to key holidays throughout the year. 

The salmon launch is happening against the backdrop of the coronavirus pandemic, the companies noted, which has yielded new opportunities to tap into rising demand for top-quality ingredients from specialty food consumers who are cooking more at home.

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