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Fishing for customers

Ronnie Wrenn waits patiently for retailers and consumers to catch on to fresh, never frozen case-ready seafood from his company, Fresher Than Fresh, which provides its products in modified-atmosphere packaged overwrapped trays (see www.packworld.com/casestudy-26065)

Pw 6407 Ron

PW: Why did you get into the fresh, prepacked seafood business in the first place?
Wrenn: The idea behind FTF was to create a company that would provide our customers a verifiable solution to the “Freshness Question.” Freshness by far is the first consideration the consumer has before purchasing any seafood product. Freshness far outweighs price. If consumers could buy fresh seafood with the same quality confidence regarding freshness as they do buying chicken or beef, seafood consumption in the U.S. would explode.

PW: What are the biggest hurdles to making that happen?
Wrenn:
There have been two perceptions that have been hardest to overcome. One is the public’s traditional perception that full-service ice counters are the freshest place to buy fish, and the other is that overwrapped fish in the self-service counter­—due to abuses in the past—is not as good or fresh as the fish at the service counter.

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