FTF  spent countless long hours conducting consumer research interviewing grocery store shoppers. Our mission was to find out why the general consuming public purchased so little fresh seafood compared to the other meat products.
 What we learned among many interesting things was most shoppers would like to buy more fresh seafood than they did but they were reluctant to do so because they were afraid the seafood would not be as fresh. We heard so many times examples like "I would buy more fish if I had away to tell if it was going to be fresh" or "I don't like fish because it smells like fish" or "I don't buy it all the time because you have to cook it the same day and that just not convenient" or "I'm afraid it will make my kitchen smell fishy". The common denominator was questionable freshness.

FTF saw an opportunity to make a difference by developing a packaging and processing system that would allow a retail grocery store to offer consistent and verifiably fresh seafood. A product that the general consumer could tell was fresh before they made their purchase. A product that would ease the conditioned consumer skepticism of fresh seafood and changed their buying patterns

This purpose became the FTF mission and the following pages will tell you how we did it!