Anyone who sells seafood consistently hears the same two concerns from consumers: “I don’t like its fishy smell” and “I don’t know how to prepare it.”
“There is research that suggests the smell of fish is a barrier for some people purchasing fish to eat at home, as it can linger on hands or after cooking,” said Heather Middleton, marketing manager at United Kingdom seafood organization Seafish.
However, the American Chemical Society aims to allay consumers’ fears about the “fishy smell” with a new “How to Make Fish Less Fishy” video. In the video, ACS scientists explain how fish – even if it is has been in the fridge for only one day – gets its fishy smell and how consumers can remove it.
Rinsing fish with water, soaking fish in milk for 20 minutes and soaking it/ spraying fish with lemon juice, vinegar or another acidic sauce are all ways to get rid of the fishy smell, ACS scientists demonstrate.
“Fish is a healthy source of protein and omega-3 fatty acids, but some people avoid it because they don’t like cooked fish with a ‘fishy’ smell or taste. We wanted to show viewers where the odor comes from, and how they can use chemistry to reduce it,” said Adam Dylewski, executive producer of reactions for ACS about the video, which reached 20,000 views on YouTube and Facebook by 16 August.
“Unless you’re eating fish the same day it was caught, trimethylamine buildup can still cause these faint smells and odors,” Dylewski added.
However, some seafood organizations worry that consumers could get the wrong idea from the video and potentially eat spoiled fish. “It is important that consumers really understand what the makers of the video mean by ‘smells fishy’. There is a difference between fish that just smells of fish and fish that smells unpleasant because it may be past its best,” said Michaela Archer, head of insight at Seafish.
At the same time, ACS recommends that viewers follow the U.S. Food and Drug Administration (FDA) guidelines to eat refrigerated fish within 48 hours.
Meanwhile, here are the top tips to share with consumers who are concerned about the smell of fish:
- Eat fresh seafood when it is at its best, which is when it smells of the sea or seaweed, advised Archer. “Good quality fish should not smell like fish, but rather it should smell like the ocean or fresh cucumber,” added Linda Cornish, executive director of Seafood Nutrition Partnership, a U.S. organization that educates consumers about the health benefits of seafood.
- Store fish at the bottom of the fridge where it’s coldest and eat within one to two days of purchase, “certainly within the use by date”, Archer said.
- “We recommend rubbing a lemon over your hands or knives/chopping boards you’ve been using and rinsing your hands with cold water after you’ve properly washed them before handling food,” Middleton said.
- Eat frozen, cooked and canned fish. “SNP’s education programs encourage Americans to consider fresh, frozen, canned, or prepared fish and shellfish, as there is a form of seafood that is ready when the consumer is ready to consume seafood,” said Cornish who also recommends SNP’s “The Ultimate Seafood Buying Guide.”
