I get most of my ideas for these notes from conversations at the farmers market. The questions, the observations, the quick remarks in passing—they’re always telling.
Recently, a young man approached with a hard-hitting question: “Why doesn’t FishHugger fish smell fishy?” Like any good salesperson, I asked a few questions in return to get some background. It’s easy to forget how different the average eater’s experience is from those we might call elite eaters—sometimes labeled picky or fussy, but in reality, just particular about quality.
People who genuinely enjoy fish are often more tolerant of what others might consider off-putting—mildly oxidized fish oils, temperature-abused filets, or shelf life that’s been stretched too far. So when someone tastes sashimi-grade wild fish for the first time—harvested with care, handled minimally, and frozen quickly to preserve freshness—it’s not just a better bite. It’s a shift in perspective.
Suddenly, the questions start rolling:
What should fish actually smell like?
Why is the texture so different?
How long ago was this caught, and why does it still taste clean?
Do I even like fish, or have I just never had the good stuff?
Once you experience seafood that hasn’t been over-handled, frozen too long, or compromised by poor storage, it’s hard to go back. And that alone raises even more questions—about sourcing, preparation, and maybe even our own expectations around food.
Come see us at the farmers markets this weekend and ask your own questions—we’re always up for a good conversation.
Our Phoenix farmers market season is winding down…3 more weekends at most! Check out our calendar page for details.
Taste the difference,
Kenny
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