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Fresh Thyme Markets to add New Zealand salmon to seafood selection

Natural retailer seeks to elevate seafood offerings available to customers in the Midwest

Michael Browne, Executive Editor

January 27, 2021

2 Min Read
Salmon in case at Fresh Thyme Market.jpg
The fresh King salmon will be sold by the pound from the seafood counters at Fresh Thyme Market grocery stores chainwide starting this month.Regal New Zealand King Salmon Co.

Regal New Zealand King Salmon is expanding U.S. distribution of its award-winning salmon with the launch of its premium Regal Fresh King Salmon at all 70 Fresh Thyme Market grocery stores across 10 Midwest states.

Raised in the clean and cold waters of New Zealand’s Marlborough Sounds, the fresh King salmon will be sold by the pound from the seafood counters at Fresh Thyme Market grocery stores chainwide starting this month. New Zealand’s King Salmon was the first marine-raised salmon to achieve the coveted Monterey Bay Aquarium Seafood Watch Green/Best Choice rating, which was renewed in 2020.

This expands Regal’s partnership with Downers Grove, Ill.-based Fresh Thyme Market, where it has been selling its sliced smoked salmon since early last year.

The rollout fits into the fresh-focused retailer’s emphasis on real healthy foods at affordable prices.   Both partners see this distribution deal as a unique opportunity to elevate the seafood offerings available to discerning shoppers. 

“This is something that doesn’t happen every day in the grocery retail world of seafood,” said Jason Resner, Fresh Thyme Market’s vice president of fresh merchandising. “Allowing customers everyday access to this level of high-quality salmon fillet at a value, across 10 Midwest states, is a great way to start the new year.”

Related:Giant Food bolsters sustainable seafood practices

“We are delighted to become Fresh Thyme Market’s strategic supplier for top-grade salmon,” said Michael Fabbro, New Zealand King Salmon Co.’s vice president, North America. “The chain’s shoppers have already said yes to our smoked salmon line. We know they’ll enjoy adding fresh King filets to their culinary repertoire.” 

FreshThymeExpansion.jpg

Regal Fresh King Salmon will roll out at all 70 Fresh Thyme Market grocery stores across 10 Midwest states.

In collaboration with Regal, Fresh Thyme Market grocery stores will provide shoppers with recipes and educational materials about the health benefits of King Salmon, which has one of the highest natural healthy oil contents of all salmon varieties. This oil is a rich source of Omega 3 fatty acids, which have important heart and brain health benefits and give the salmon a luscious, elegant texture. 

Regal King salmon is sustainably raised and certified Kosher.  It will be air freighted fresh from New Zealand to Fresh Thyme Market’s distribution center.

Fresh Thyme Market will sell Regal New Zealand King Salmon at an initial promotional price of $12.99 per pound from Jan. 27-Feb. 2, 2021, and follow the launch with promotions targeted to key holidays throughout the year. 

The salmon launch is happening against the backdrop of the coronavirus pandemic, the companies noted, which has yielded new opportunities to tap into rising demand for top-quality ingredients from specialty food consumers who are cooking more at home.

Related:Albertsons achieves sustainable sourcing for own-brand seafood

About the Author

Michael Browne

Executive Editor, Supermarket News

Michael Browne joined Supermarket News in 2018 after serving in managing and executive editor capacities at leading B2B media brands including Convenience Store NewsLicense Global and Travel Agent. He also previously served as content production manager for print and digital in the Business Intelligence division of Informa, parent company of Supermarket News and Nation’s Restaurant News.

As executive editor, Mike oversees the editorial content of supermarketnews.com as well as the monthly print publication. He also directs all content-based brand-related projects including the annual Top 75 Retailers report, Category Guide, Retailer of the Year, research surveys and special reports, as well as podcast and webinar content. Mike has also presented and moderated at industry events.

In addition to the positions mentioned above, Mike has also worked as a writer and/or editor for special projects at American Legal Media (ALM), managing editor for Tobacco International, special projects editor at American Banker • Bond Buyer, and as production editor for Bank Technology News and other related financial magazines and journals published by Faulkner & Gray.

A graduate of Fordham University, Mike is based in New York City, where he was born and raised.

Contact Mike at [email protected] or follow him on Twitter and LinkedIn.

 

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