Despite Consumer Beliefs, Farmed Fish Can Be Sustainable. This Frozen Food Brand Wants To Prove It.
by Alex Orlov,
Posted: 2017-11-21 15:32:45 EST

Unattractive slabs of frozen fish chilling in a supermarket freezer aren’t nearly as tempting as the vibrant cuts of meat in the butcher’s case. But one company is hoping to change consumer misconceptions about frozen fish — and farmed salmon in particular — in order to help Americans make healthier and more sustainable food choices.

Love the Wild, a Boulder, Colorado, company offers sustainably farmed frozen fish paired with sauce packets. The company works directly with sustainable aquaculture farms. To be completely transparent with consumers, Love the Wild prints where each piece of fish comes from directly onto single-serving packages, which retail for at least $8.99 each. While Love the Wild’s products have been available in regional Whole Foods in Colorado for over a year now, the fish will be now be available in stores nationwide.

The company has five frozen fish packages, including red trout with salsa verde, striped bass with roasted red pepper almond sauce and barramundi with mango sriracha chutney. Most recently, the company announced that it is partnering with Whole Foods on a DIY frozen salmon dinner package.

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