RECOMENDATICNS 



Gonsumar Education 



(1) Considerably n»ore advertising, promotional and educational 

 work should be done by the trade. This is particularly important in the 

 light of the tremendous influx of consumers from inland areas lAo are not 

 accustomed to eating fish. Specific attention should be focused on the 

 southern California market where per capita fish consumption is extremely 

 low* This market contains a large proportion of the popxilation in the three 

 West Coast States* 



(2) Wholesalers should \mdertake educational programs to encourage 

 consumers to vise methods other than frying in preparing fish. One of the 

 important consumer coirplaints about fish is objectionable cooking odors* 

 Such odors occur mainly with fried fish, especially if the quality of the 

 fish has deteriorated* 



Retailer, Wholesaler Education 



(1) The attitude and knowledge of retailers about fish is the 

 key to successful merchandizing of the product, Organ^'.^ed educational 

 programs should be undertaken to teach retailers the proper methods of 

 handling ft-esh fish. In i)articular, the importance of icing fish on dis- 

 play should be stressed even >rtiere modern refrigeration cabinets are used* 

 The icing of fish is by far the most satisfactory method yet found for 

 keeping fresh fish from deteriorating rapidly, and at the same time pro- 

 viding an attractive retail display device* 



(2) Retailers and wholesalers should be educated about proper 

 storage temperatures for frozen packaged fish and about the maximum storage 

 life for each species of frozen fish* A large proportion of the trade vsa 

 uninformed on these matters* 



Service Ing)rovement 



(1) Wholesalers should take the lead in developing a satis- 

 factory display case and procedure for fresh fishj that is, one in which 

 ice can be used properly* In terms of the demand for floor space, tech- 

 nical information on how a portion of the meat case might be remodeled 

 to permit adequate and attractive icing may have greater acceptance with 

 retailers ihan a separate fish case* 



(2) More frequent delivery of fresh fish to retail stores 

 should be considered* The one day a week delivery, >diich the majority 

 of the stores now receive, resvilts in either poor quality fish part of 

 the week or fish not being available much of the time* 



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