Buying sustainable fish just got so much easier (and more delicious!)


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As a working mother living in New York City, I am proud of myself that I have just about any dinner at the table, even if it’s iridescent orange macaroni and cheese from a box. But when I managed to serve my husband and son Fish– They are known to be exceptionally healthy and full of calcium, protein, vitamins and all-important omega-3 fatty acids – I feel like a super mom.

To be clear, cooking fish is easy enough. It’s the complicated buying piece. Seafood is a mysterious and problematic industry: Unclassified fish In markets and restaurants. Cultivated versus wild and whichever is more Sustainable (Both? No? I still don’t know); Poaching and species depletion (horrifically, scientists assumed our oceans could be Without fish by 2048!); Basically all of these Not recyclablePlastic-coated Styrofoam trays ( The most popular Choice of packaging for seafood, meat and poultry). With all that in mind, what super mom should you do?

The response to my appeal came in January when a PureFish Rainbow Box I landed on my doorstep. The San Diego-based company, which has restaurants like Soho House (nationally) , Lionfish In San Diego, Florida, and Win In Las Vegas, it just launched its direct arm to the consumer, promising to bring the same “sustainable, quality seafood” to homes across the United States.

When I removed my box of shrimp, salmon, tuna, and striped bass, the first thing I noticed was the packaging: There’s no Styrofoam in sight! Each piece of fish was packaged in oven-ready recycled aluminum trays – and those trays were housed in insulating packaging made from recycled cotton and jeans sourced from places like Goodwill. Although the last few years have seen a shift to paper eating containers and coffee cups (thanks to plastic and Styrofoam … Prohibited In some cities and states) and crumpled paper instead of packing peanuts, Styrofoam – that is it 30 percent Landfills around the world – still the norm for raw meat, poultry and fish. Besides eliminating Styrofoam, PureFish claims to use less disposable plastic than you usually find in other fish’s packaging.

But it wasn’t the only thing I liked the outside that was environmentally friendly. Inside, each tray contains two frozen pieces, trimmed completely, and ready to cook the centerpieces (unlike cuts near the fish’s head or tail, where the meat is less). I’ve always been skeptical of frozen fish because it looks like it won’t be fresh, but PureFish freezes its fish as soon as it’s caught – and every one I’ve tried has been delicious. I also liked that the fish were obtained from thoughtful and fully traceable sources, as I discovered when I scanned the QR codes on each tray that allow you to “meet the fisherman”.

After seasoning and lightly burning some melted tuna slices to serve with soy sauce, ginger and roasted cabbage, my family and I dig into it. It was tender, delicious, and delicious. Better yet, I finally found a way to buy the fish that I felt completely satisfied with – even if I couldn’t convince my son that it was better than the boxed macaroni and cheese.


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