PAK’nSAVE Pukekohe seafood manager Keegan Pennell with a range of whole fish species delivered fresh instore, six days a week.

As more Kiwis explore ways to prepare and eat whole fish, Foodstuffs North Island is making fresh whole fish more accessible in its supermarkets.

Customers at PAK’nSAVE, New World, and Four Square stores across the North Island are enjoying export quality fish, delivered straight from sea to store, thanks to co-op owned Leigh Fish, a New Zealand fishery based north of Auckland, and key suppliers including Moana New Zealand and local small-scale fishers.

Traditionally, fish fillets have been a popular go-to among customers, but the growing demand for whole fish has led Foodstuffs to boost its availability.

Brett Sellers, Seafood Operations Manager for Foodstuffs North Island, says that while most New Zealand seafood is exported, premium export quality fish has typically been difficult for Kiwis to access, except through high-end restaurants or local direct-to-consumer sources - until now.

“Five years ago, we partnered with Leigh Fish to expand our New Zealand seafood range having made a commitment to provide the best and freshest seafood direct to our customers,” he says.

“Through the partnership, we’ve been able to include more New Zealand fresh whole fish like snapper and trevally, particularly in our PAK’nSAVE stores which we’ve seen grow steadily each year.  

“We also work closely with our other key suppliers including Moana New Zealand and smaller local fishing businesses to offer customers some of the freshest fish available at our stores.

“Our aim is to create an instore fresh fish market experience, and our stores can have up to six deliveries of fresh fish a week. This means stores can order just enough to cover daily sales, which helps minimise waste and makes sure customers are getting the freshest fish possible.”

Brett says although fillets are still the most popular way to buy fish, Kiwis, enthusiasm for buying whole fish is great to see and is a more flavourful and sustainable way to consume fish.

“Fish fillets have historically been how most fish have been marketed and consumed in New Zealand.  Many species only return about a third of their weight into a fillet, it’s also a very labour-intensive process, so why not use the whole fish?

"Many cultures around the world prepare and cook fish whole. Just like with meat, keeping the bones intact helps retain much more flavour, and a whole fish serves very well as a banquet dish for multiple people."

Another growth area is salmon, particularly around Christmas time, when sales double in the week prior.

"More Kiwis are including salmon in their festive meals. It's a great option as a fresh summer alternative to traditional Christmas meats, so it's wonderful to see more people embracing it during the holiday season," he says.

Foodstuffs North Island stores are all locally owned and operated, which means that they can tailor ranges to suit locals which Brett says is crucial when it comes to buying fresh seafood.

“The more inland and rural regions like Tokoroa, Matamata and Taupō have access to fresh seafood at the same time as coastal areas, so locals can still enjoy kaimoana regardless of proximity to the sea.”

Brett's top tip for fresh seafood is to avoid "breaking the cold chain," which means ensuring it stays chilled. Even an hour or two in a hot vehicle can significantly deteriorate the quality of the seafood.