Grocers Showcase Alaska Pollock for Lent

To coincide with Lent, which many consumers observe by eating seafood in place of beef, pork, chicken and other land-animal proteins, several retailers across the country are spotlighting genuine Alaska pollock through in-store demos.

One of the most abundant fish in the world and a great environmental choice, according to the Juneau-based Alaska Seafood Marketing Institute (ASMI), pollock offers a snow-white, tender fillet with a mild flavor and beautiful flake, as well as being low in fat and calories and an excellent source of protein.

Northeast retailer Demoulas, based in Tewksbury, Mass., will demo Alaska pollock in seven New England Market Basket stores this month. The individually quick-frozen fish will be sold in 1- to 2-pound bags at reasonable prices in a frozen-seafood bunker next to the seafood case, and chefs will prepare sautéed Alaska Pollock using spices from Woburn, Mass.-based Victoria Gourmet, which has teamed with Demoulas and ASMI on the promotion.

Additionally, retailers across the upper Midwest, in St. Louis and in the Northeast will hold in-store demos with Alaska pollock during the Lenten season.