Whole Foods: we have to eat farmed Paiche to save the wild stock
SEAFOODNEWS.COM [Bloomberg] By Venessa Wong - August 19, 2014 -
Whole Foods has been promoting farmed paiche from Peru as a cheaper option to halibut or Chilean sea bass for more than a year. The grocer says it has a specific goal: to combat the overfishing of wild paiche in South America by generating demand for the farm-raised version in the U.S., where barely anyone knows how to pronounce it, let alone cook it. To save it, the theory goes, we first have to eat it.
“We’re giving consumers the opportunity to buy that fish and its not coming from an endangered source, and we’re helping to rebuild that stock,” says Jeremy St. Gelais, Whole Foods’ seafood product procurement team leader. To that end, Whole Foods is selling paiche for roughly $13.99 per pound, about 40 percent cheaper than other whitefish. Whole Foods has been trying to offer lower priced seafood, and recently noted the success of its cheaper salmon with customers.
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