What the Person Behind the Counter Actually Wants You to Know

Most of us have stood at a seafood counter and felt, quietly, a little lost. Is “fresh” actually fresher than frozen? How do I choose Canadian seafood? What does “sustainably sourced” really mean, and who’s checking?

These aren’t trivial questions. Seafood is one of the most nutritionally rich foods we can eat, and also one of the most confusing to buy. Labels are inconsistent, terminology shifts by region and the gap between what retailers know and what gets communicated to shoppers is wide.

To close that gap a little, I spoke with Ian MacSween, Director of Retail Operations at Fisherman’s Market in Halifax, Nova Scotia. Fisherman’s Market has been an Atlantic Canadian seafood institution since 1948, growing from a small waterfront operation into one of the largest seafood retailers and exporters in Eastern Canada.

I chose Ian because he and his team see, handle and field questions about seafood at a scale most of us can’t imagine. They are there alongside consumers at the seafood counter, shoppers like you just looking to make a good dinner.

What he shared was practical, occasionally surprising, and worth keeping in mind the next time you’re at the seafood counter.

Ian’s responses are on their way. Check back soon for the full conversation.

Generative AI tools (ChatGPT-5.2.) were used in the planning of this blog post.