The seafood industry is trying to tackle a slippery problem: the US has never developed a taste for fish. Americans will eat canned cheese product and put marshmallow “fluff” on their sandwiches, but they seem to balk at eating fish. The average American consumes about 19lb (under 9kg) of the stuff a year, while the global average is 45lb. Over in Iceland, they’re really getting their omega-3s in: they lead the world with around 200lb of seafood a year.
Still, the tide may be turning: Big Fish has come up with a cunning plan to crack the US market. You know how there are sneaky ways of hiding veggies in recipes for picky toddlers? That’s basically the strategy. Except instead of hiding spinach in a chocolate pancake, the plan is to make fish look like meat. Think tuna that looks like chicken nuggets and salmon sticks that look like beef jerky. It’s not quite fake meat – it’s Fishy Meat™. Yum.
