MFR PAPER 1276 Table I.-The approximate shelf life of fillets (Ronalvalll et aI., 1973).

Temperalure Approximate OF 0C shelf file (days) 32 0 14 A Concept for Assuring the Quality of 34 1.11 11 37 2.78 8 39 3.89 7 to Consumers 41 5.00 6 44 6.67 5 49 9.44 4 56 13.30 3

L. J. RONSIVALLI, C. GORGA, J. D. KAYLOR, and J. H. CARVER at 31°_33°F (-0.56°-0.56°C) is about 2 weeks from the time they are har­ vested. (The shelf life of a product, in ABSTRACT - For more than a decade numerous surveys of the quality of this case, ends when it becomes unac­ seafoods at retail counters have resulted in consistent adverse reports, and it has ceptable as a food; that is, the total time been concluded that the unreliability of the quality of seafoods is the major reason it takes for the product to change from why their per capita consumption is so much lower than it is for beef, pork, or Grade A to Grade B to Grade C and then poultry. A concept for insuring the Grade A quality ofseafoods was developed and to the point just before it becomes unac­ tested in an attempt to demonstrate that the consumption offresh fish will increase ceptable.)' It has been established that when their quality and image are improved. This paper describes the concept, its the shelf life of fresh seafoods is af­ implementation under federal coordination, and its successful implementation by fected mainly by the temperature at industry which has grown from a pilot operation involving five retail stores and which they are held (Table 1). For about 200 pounds (91 kg) of fillets per week to over 200 stores and over 15,000 example, if handling conditions are not pounds (6,803 kg) of fillets per week - and still growing. strict and the temperature of fish fillets is allowed to rise from 32 OF (O°C) to INTRODUCTION in the cases involving the inspection 49°F (9.4°C), the product shelf life For more than a decade Consumer's sticker, the products were of sound will be reduced from 14 days to 4 days. Union has published articles condemn­ quality when they left the plant.) This gives too little time for distribu­ ing the quality of fishery products The per capita (per year) consump­ tion, and by the time it is sold, it may available to the American consumer. tion of fish in the United States is about well be less than Grade A in quality. The following quote (Anonymous, 12 pounds (5.4 kg), while that ofbeef is Thus, the importance of temperature in 1965) is a representative sample of that about 120 pounds (about 54 kg), that of the control of quality is evident. This literature. pork is about 60 pounds (about 27 kg), requirement has been emphasized as and that of poultry is about 50 pounds has been that of packaging (Ronsivalli "One likely reason for this country's (about 23 kg). It is ironical that the and Charm, 1975; Ronsivalli and Lic­ low consumption of -which protein source which is considered to be ciardello, 1976; and Slavin, 1961). was held at an average of 10 or II the most desirable from a health point While the quality of a seafood degrades pounds a year per person for more than a of view should be consumed in the relatively rapidly and must inevitably generation-is that most people seldom smallest quantity. However, per capita reach a stage of rejection as food, the get to taste the sweet, delicate flavor of fresh-caught fish. It's probable that this consumption of fish is not uniform rate of spoilage .can be slowed by tem­ plentiful food, rich in protein, vitamins, throughout the country; and some data perature control and protective packag­ and minerals and relatively inexpensive, indicate that it is much higher in coastal ing, and its quality can be measured to goes a-begging because, by the time it areas (about twice the average) where insure that product ofpoor quality is not reaches the dinner table, it has usually fish of high quality is readily accessi­ attained an age and condition warranting ble. It is much lower in inland areas 'u .5. Grade A means the highest possible quality its religious connotation as a penance where the quality of fish available to with no evidence of spoilage, and having all the food. " required product characteristics of size, shape. consumers is relatively poor. It has color, freedom from defects, etc. U.S. Grade B Articles by other consumer groups been observed that when a consumer means that the product is of good commercial quality. It may not be as desirable in appearance, have been even more damaging to the does not like a cereal he has purchased, size, etc., but its eating quality (odor, flavor, etc.) image of . Some of them he simply buys that of another brand, is quite acceptable with only slight evidence of but when a consumer is dissatisfied loss of the desirable eating quality. Grade C have condemned the processors, be­ means fairly good quality. The product is whole­ cause by their brand name they were the with a fish purchase, he stops buying some and nutritious but may be substantially lack­ only identifiable elements in the dis­ fish. ing in desired appearance. It may show evidence From earlier work, it was determined of sl ight to moderate changes. especially in flavor tribution chain. The National Marine and odor. but still is free of offensive odors and Fisheries Service (NMFS), previously that the shelf life of a few seafoods held flavors. Once the product shows evidence of bad the Bureau of Commercial Fisheries, odors which are usually. though not always, as­ sociated with objectionable taste. it is considered was also implicated, because the U.S. The authors are with the Northeast Fisheries Center, Gloucester Lab­ to be unacceptable. and its shelf life has ended. It inspection sticker was on some of the should be emphasized that only U.S. Grade A oratory, National Marine Fisheries products were used in this experiment. and only poor quality samples (Anonymous, Service, NOAA, Emerson Avenue, U.S. Grade A products are used under this con­ 1961). (But in most cases, and certainly Gloucester, MA 01930. cept.

January /978 sold. From the foregoing, it can be seen at rates that are dependent on time as CONCEPT IMPLEMENTATION that in order to assure consumers that well as temperature. For the quality of The concept was applied under fed­ seafoods to be reliable at retail, they they can obtain high quality fish, it is eral coordination, and, later, it was as­ must start at the highest quality, and necessary to impose strict quality con­ similated by industry without any fed­ then their quality must be maintained trol right up to the point of sale. Once eral assistance. consumer confidence has been gained, up to the point of sale. This can be the effect of assured quality on the sales accomplished by measuring the product Implementation of Concept volume can be determined. quality throughout its distribution from Under Federal Coordination the vessel to the retail stores and up to CONCEPT FOR AN the day that the product is sold. The Procedure IDEAL PROCEDURE predetermination of pull dates, based Federal technologists, inspectors, The major elements of a system that on empirical data, is an effective way to and marketing personnel collaborated insure the high qual ity without inft ict­ brings seafoods from the sea to the con­ with one processor and two stores of a sumer include: 1) fishing vessels, 2) ing high inspection costs on the system. supermarket chain to conduct the im­ processing plants, 3) overland vehicles, For maximum economic benefits, wet plementation of this program. and 4) retail outlets. Other intermediate seafoods (unfrozen) could be displayed Fresh cod, cusk, ftounder, , elements include warehouses, freezer for a period during which their quality ocean perch, and that met the rooms, etc. In all cases it is important is at U.S. Grade A, removed near the USDC Inspection Standard for Grade A that the temperature be kept as close to end of their Grade A shelf life (about I were filleted at the Empire Fish Com­ 32 OF (O°C) as possible for wet fish and week), frozen, and sold as frozen U.S. pany, Inc.,2 of Gloucester, a plant that Grade A products. With this procedure, as cold as possible for frozen fish, cer­ is approved by the USDC Inspection tainly not higher than OaF (-17.8 0C). and using gas-impermeable packaging, Service. Fillets were inspected and In addition to keeping seafoods as cool the frozen products should remain at packed in expanded-plastic trays con­ U.S. Grade A quality for several as possible, they should be handled as taining absorbent pads and over­ quickly as possible, because they spoil months to a year. wrapped with a sel f-adhering plastic film. The filled trays were labeled with the USDC inspection sticker, the U.S. Grade A symbol, and the logo identify­ ·II··e·SGRADE~'~.. ':.. ". \ ~. . . . ing the product as being associated with • this study (Fig. I). The trays were packed in insulated master containers and taken by laboratory personnel to Figure I.-The combined label used to identify pro­ ducts with Ihe Grade A quality guarantee. two DeMoulas supermarkets at Fitch­ burg and Leominster, Mass., respec­ Figure 2.-Educational message displayed with guaranteed Grade A tively, that had been inspected and ap­ quality fillets. proved by USDC inspectors. At the markets the packaged fillets were weighed, priced. identified as to species, and displayed in mechanically refrigerated cases that were tem­ perature controlled to 32°±2°F (OO±IIIC). Surplus fillets were held GUARANTEED in a temperature-controlled cooler at TH[S [S GRADE AFISH 30 °±2 OF ( -1.1 1° ± 1.11 0C) and were AT TIME OF SALE, IT later used to replace units as they were IS THE FINEST YOU CAN sold. Temperature profiles of both the BUY AT ANY PRICE., ... display cases and the coolers in both IT IS GOV'T INSPECTED markets were obtained by laboratory AT THE BOAT. AT THE personnel. A sign to educate potential PROCESSING PLANT, IN customers to the benefits of the product TRUCKS, AND IN THIS was placed adjacent to the fillets (Fig. STORE. 2) and this tactic was supplemented by a 30-second oral description that was is­ sued by tape recording every 5-10 min- ...... > .. ~ .1~-f:. .. 2The names of collaborators are included only for @) identification. Their mention does not imply en­ dorsement by the National Marine Fisheries Ser­ vice, NOAA.

2 Marine Fisheries Review utes. An NMFS marketing specialist 1200 carried out the educational strategy which also included assistance to the 1100 store manager with recipe ideas, etc. 1000 Starting with the second or third day, the fillets were inspected daily by a 900 USDC inspector; and when the quality of the fillets fell below U.S. Grade A, 800 all of the remaining ones were with­ 700 drawn from sale and replaced with fresh ...0 fillets when they were available. The ;;; 600 returned fillets were put in a freezer at I- ~ 500 the store and transferred frozen to the o laboratory and held for observation to ~ 4400 I determine the commercial feasibility of I I I converting fresh fillets to frozen fillets 300 I I in their original package. Deliveries I I 200 I I were to be made twice each week in I I I I I I accordance with direct requests by the I I I 100 I I , I I I I I , I I I I I I I I I chain's seafood buyer to the processor. I I I I I I I I I I , o II II I This information was also relayed to 1 2 3 4 5 6 7 8 9 10 II 12 13 14 15 16 17 18 19 20 21 laboratory personnel who contacted in­ TIME (Wks) spectors to provide them with the Figure 3.-Deliveries (solid lines) and returns (broken lines) of fish fillets. necessary information to set the inspec­ tion schedule. As the experiment pro­ gressed, and the Grade A shelf life of the end of the experiment, it was re­ Table 2.-Schedule of deliveries and returns of Grade A fillets ofalx epeelea of flah to two retail the product could be approximated, the ported that some consumers actively stores (in pounds). frequency of inspection was reduced to requested the U.S. inspected New En­ Week Delivery Returns Sales the last few days of the expected dura­ gland brand fish. They did not want 10(18-22)76 820 0 820 tion of the shelf life. Laboratory per­ regular, store-brand fish, and this was (25-29) 680 58 622 11(1-5) 560 0 560 sonnel coordinated the entire project the first evidence that the buying judg­ (8-12) 400 422 1-22 (15-19) 440 315 125 and checked the functions of the vari­ ment of the consumer was influenced (22-26) 320 46 274 ous elements to insure adherence to the by assured quality. As far as processors 11/29-12/3 780 89 691 12(6-10) 1,150 0 1.150 experimental design. are concerned, the Empire Fish Com­ (13-17) 550 84 466 pany, which has remained with us (20-24) 320 64 256 Results and Discussion (27-31) 0 126 '-126 throughout the experiment, has been 1(3-7)77 0 0 0 As a result of this work, it is indi­ and still is highly interested in the pro­ (10-14) 460 0 460 (17-21) 430 38 392 cated that the concept of quaJity control gram. Other processors are now also (24-28) 1,050 0 1,050 1/31-2/4 400 0 400 can receive wide acceptance by the demonstrating an interest in participat­ 2(7-11) 360 89 271 consumer, the processor, and the seller. ing. Managers of the fish counters were (14-18) 510 132 378 (21-25) 510 172 338 While it is generally conceded that unanimous in their praise for the pro­ 2/28-3/4 460 106 354 there is a relatively high rate of rejec­ gram. They were pleased with the cus­ 3(7-11) 0 82 '-82 tion of fish purchases among consum­ tomer satisfaction and appearance and 10,200 1,823 8,377 ers, the most important demonstration quality of the product. The prepackag­ 'The negative values included units from prior de­ of consumer satisfaction in this particu­ ing aspect was also highly desirable to liveries thai were not picked up earlier. lar case was the complete absence of them. consumer complaints on the quality of While considerable pertinent infor­ kg) to °pounds per week. An apparent the product during the entire 20-week mation was gained, it is not possible to anomaly in the figure is the high rate of period of the experiment which in­ quantify the effect of guaranteed qual­ returns on the fourth and fifth weeks, volved the sale of nearly 10,000 pounds ity on the sales volume because de­ but this is explained by the fact that the (4,535 kg) of fillets of cod, cusk, floun­ liveries were unable to keep up with the returns were from prior deliveries (e.g., der, haddock, ocean perch, and pol­ demand. Nor was it possible to make the first and second weeks), and were lock. Consumers grew to accept the any determination concerning the po­ not picked up earlier. Although one can concept of quality control, even if it tentiaJ demand. As can be seen from detect much less than a trend, returns meant paying a higher price for product Figure 3, there were no excesses in were proportionately higher at the be­ of guaranteed quality over products some cases. The amount of fillets that ginning than at the middle or the end of without guaranteed quality. At times, was returned (returns) varied greatly the experiment; the largest deliveries prices reached $1.00 per pound (0.45 and erratically, ranging from a were not followed by large returns­ kg) more than fillets ofother brands. By maximum of 422 pounds (about 191 see Figure 3 and Table 2. Indeed, large

January 1978 3 deliveries were associated with consis­ could simply be frozen in its original by industry on a large scale, a number tently low returns. Jn general, returns package (designed for maximum pro­ of long range benefits are possible and were associated with the level of store tection of the product whether frozen or ultimately accruable to the consumer. prices. When prices stood at their low­ unfrozen), or whether a repackaging Among these, the markets for high est (e.g., during special sales), returns step in the process-a costly step-was quality seafoods should expand to in­ were negligible or nil. This was true required. This aspect was studied in a land areas where a demand for these especially for cod, cusk, and haddock. limited way and the results obtained commodities already exists to a degree; For ocean perch and pollock this rela­ thus far show that freezing in the origi­ a tendency to update and improve tionship was not evident in the begin­ nal package is a definite possibility. plants, vessels, and equipment would ning, but it became evident toward the Both the tray and the packaging mate­ be generated; and higher levels of in­ middle of the experiment. For flounder, rial retained their physical and aesthetic vestment would be encouraged, espe­ the case is more difficult to determine. properties. The price label appeared cially with the new opportunities possi­ The lowest price occurred at the end of shopworn, but it normally would be ble under this country's extended the phase and it had only one incidence. covered or replaced with a new price fisheries jurisdiction to 200 miles (124 The relationship between high prices label. The inspection seal and Grade A km) and the relatively recent emphasis and high returns also appears to exist, label held up very well. There was on the dietary benefits of fish. but it could not be clearly determined some frost formed on the inner surface ACKNOWLEDGMENTS from available data. A more complete of the plastic overwrap, but it did not understanding of these relationships detract from the product which retained The authors acknowledge the coop­ would also require comparative data for its original appearance. On thawing, eration and valuable assistance of the meat and poultry. Besides, the sale of the frost disappeared, and both the Empire Fish Company, Inc., the A&P fish is clearly a function not only of package and its contents had the same Supermarket Chain, the DeMoulas price but also of quantity. Given the outstanding appearance and qual ity that Supermarket Chain, Joseph Mendel­ existence of a wide socioeconomic have characterized this product sohn and J. Perry Lane of the Glouces­ spectrum of customers, one can sell a throughout. ter Laboratory, Henry McAvoy, Mar­ low amount of fish at almost any price, keting Specialist ofthe National Marine Implementation of Concept but to sell a large quantity is another Fisheries Service Northeast Region, matter. by Industry (Independently and numerous personnel from the from Government) The introduction of underutilized Northeast Region's USDC Inspection species was expected to be facilitated if A few months after this federally Service. consumer confidence in the New En­ coordinated experiment was initiated, The authors also acknowledge the gland brand fish could be gained. The the Empire Fish Company and the First financial support of the New England data collected in this experiment National Stores supermarket chain en­ Fisheries Steering Committee's Task showed that this expectation is prema­ tered into an agreement (independently Force on Fishing Development and the ture. There was three times as much from government) to conduct a pilot moral support of Jake Dykstra, a haddock sold as there was cod, even operation involving five randomly member of that committee. though educational information was selected stores and 200 pounds (about Finally, the authors acknowledge the provided on the eating and nutritional 91 kg) of fish fillets per week. Except strong encouragement and the support similarities ofcod to haddock, and even for laboratory participation, the proce­ of the late Sam Favazza, Executive though cod generally sells for less than dure used was the same as described Secretary of the Gloucester Fisheries haddock. Cusk, which was cheaper above, and this independent effort Commission. than the more familiar species, hardly adopted most of the quality control moved by comparison with the others techniques embodied in the concept de­ LITERATURE CITED (less than 2 percent of the total sales), veloped by the federal effort. From that Anonymous. 1961. Frozen fried fish sticks. Consum. Rep. 26:80-83. and much of the cusk (about43 percent) exploratory step, the enterprise grew, ____ 1965. Frozen breaded fish ponions. Con­ had to be returned. It appears that con­ and at last report, the Empire Fish sum. Rep. 30:235-237. sumers purchased on the basis of Company was supplying about 200 Ronsivalli, L. 1., and S. E. Chann. 1975. Spoilage and shelf life prediction of refrigerated fish. Mar. Fish. species. Thus, we should not expect First National supermarkets a total of Rev. 37(4):32-34. that underutilized species will sell as about 15,000 pounds of fillets per ___, R. J. Learson, and S. E. Chann. 1973. Slide rule for predicting shelf life of cod. Mar. Fish readily as conventional ones until con­ week-and both the number of stores Rev. 35(7):34-36. sumer confidence in a brand starts to and the volume of product were still ___, and 1. 1. Licciardello. 1976. Factors af­ feeting the shelf life of fish. Act. Rep. 27(2):34-42. influence their buying judgment. Qual­ growing. Slavin, 1. W. 1961. Packaging refrigerated seafood. ity differences among displayed pro­ If the concept becomes assimilated Seafood Merch. 21(2): 13-15, 48-49. ducts might then become more impor­ tant than species differences. MFR Paper 1276. From Marine Fisheries Review, Vol. 40, No. I, January 1978. In order to capitalize on the strategy Copies of this paper, in limited numbers, are available from 0822. User Ser­ vices Branch, Environmental Science Information Center, NOAA, Rockville, of freezing the product just before the MO 20852. Copies of Marine Fisheries Review are available from the Superin­ end of its Grade A shelf life, it was tendent of Documents, U.S. Government Printing Office. Washington, DC necessary to know whether the product 20402 for $1.10 each.

4 Marine Fisheries Review