Rising Prices of Cold Water Prawns

Is it really significant if a prawn is sourced from warm or cold water, if it's farmed or caught in the wild, and does size equate to quality? These are inquiries raised by consumers who often struggle to differentiate. Authored by Ditte Lund Research indicates that not all consumers understand the distinction between wild-caught cold water prawns and farmed warm water prawns. When questioned about prawns, consumers typically only differentiate between large and small prawns, which can result in a poor culinary experience if, for instance, a warm water prawn is used in a salad. This could result in the prawns being perceived as bland and flavorless. Conversely, cooking cold water prawns in a hot dish could cause them to shrink and become dry. This presents a challenge for the prawn industry, retailers, and chefs. Distinctive Flavor In 2013, a consumer study was conducted by Seafish, the International Cold Water Prawn Forum (ICWPF), and the agency rdsi to understand the usage of prawns among consumers. The study involved food bloggers and families who were asked to buy prawns and incorporate them into their daily cooking. The participants experimented with cold water prawns and found them enjoyable when prepared correctly. However, there was confusion about where and when to use cold water prawns, and attempts to use them like warm water prawns led to disappointing results. Despite the fact that cold water prawns are pre-cooked, the bloggers were worried about food safety and overcooked them in hot dishes, leading to dissatisfaction with the outcome. When cold water prawns were prepared in a manner suitable for them – in salads and cold dishes – the participants particularly noted the flavor of the prawns, describing them as "light and delicate" and "really flavorsome". Due to their flavor, consumers prefer cold water prawns for cold dishes like salads, sandwiches, and starters, while warm water prawns were found to be better for strongly flavored and cooked dishes as they easily absorb spices and flavors. The study concluded that there is potential for expanding the prawn market by differentiating between cold water and warm water prawns, positioning them for different preparation methods and dishes. The study also emphasized the need to educate consumers about the differences between the species and how to use them in cooking. This is particularly important given the current price trends, as it's crucial that consumers have a positive eating experience every time. Industry Cooperation The increase in cold water prawn prices due to decreasing market availability is a strong motivator for the industry to make the best use of the available resources to maintain their revenue after several years of large availability. At the 2013 ICWPF conference, Mikael Thinghuus, CEO of Royal Greenland, highlighted the industry's collective responsibility by stating that quality should be considered as important as yield and cost, positioning cooked and peeled prawns as a luxury product in Europe. In other words, the product must justify its high price. At the 2014 conference, Royal Greenland and the Newfoundland and Labrador Fishing Association initiated a joint project to address the second part of the challenge – educating about the benefits and uses of Cold Water Prawns. The initiative will primarily target trainee chefs in the UK, which is the largest prawn market in Europe, and is set to launch in the spring of 2015.