San Diego, California, U.S.A.-based seafood supplier PureFish, which previously focused solely on the foodservice market, is now selling seafood boxes directly to consumers.
The 15-year-old firm is offering three chef-curated box selections on its web site: Omega Box, Rainbow Box, and Whitefish Box for USD 250 (EUR 203), each with free expedited shipping.
PureFish President Shahin Mobine told SeafoodSource that the idea and planning for the direct-to-consumer offering has “been in the works for years.” Mobine decline to comment when asked whether the COVID-19 pandemic’s impact on the foodservice industry and its business had had an impact on the company’s move.
“After numerous years on the business-to-business side and cementing ourselves in the industry, we wanted to making a lasting change and bring the same quality seafood directly to our final consumers,” Mobine said. “Rooted in sustainability and quality, these are two values we're passionate about and take time and thoroughness to execute.”
The boxes include fish that is “carefully chosen” by the PureFish culinary team and their in-house registered dietitian and nutritionist, the company said in a press release.
The boxes include oven-safe aluminum trays with two six-ounce center cuts, known as PureFish Perfect Portions, which are fully trimmed and ready to cook or keep frozen for later use.
“From fridge to fork in less than 10 minutes, there are no dirty pans, no fuss and no ‘fishiness,’” PureFish said.
The Omega Box includes a variety of fish that contain the highest levels of omega-3 fatty acids, such as salmon, ocean trout, and Arctic char. The Rainbow Box features a mix of all colors and flavors and may include tuna, salmon, halibut, scallops, and shrimp.
PureFish’s Whitefish Box is a selection of mild-tasting whitefish such as halibut, black cod, and barramundi, with a shellfish option of shrimp and scallops.
“With the goal of making high quality seafood more accessible, we’re eager to disrupt the industry to bring our top-quality fish that you would find in a restaurant to consumer’s homes nationwide,” Mobine said. “Making it easier to enjoy sustainable, responsibly-sourced and traceable seafood in the comfort of your own home, PureFish offers boxes that maximize taste and variety, along with all of the health benefits of incorporating seafood into ones’ diets.”
PureFish deals directly with the fisherman and sustainable aquaculture farmer to ensure that each fish is entirely traceable through the supply chain, the company said. It also provides a QR code that allows consumers to “Meet My Fisherman and Farmer” to learn more about that specific piece of fish.
Photo courtesy of PureFish
