Buying fish is where most home cooks feel out of their depth. The counter looks intimidating, the labels are confusing, and a bad fillet is both expensive and unpleasant. The good news: a handful of simple checks will steer you right almost every time.
The 5 signs of fresh fish
Whether you're buying a whole fish or a fillet, run through these:
- Smell. Fresh fish smells like clean seawater, or of almost nothing. A strong "fishy," sour, or ammonia smell means it's past its best — walk away.
- Eyes (whole fish). Clear and slightly bulging, not sunken or cloudy.
- Flesh. It should be firm and spring back when pressed, not leave a dent.
- Colour. Fillets should look moist and translucent, not dull, dry, or browning at the edges.
- Gills (whole fish). Bright red or pink, not brown or grey.
If you only remember one, remember the smell test. It's the single most reliable indicator, and it never lies.
"Fresh" vs. "previously frozen" — frozen often wins
Here's the counterintuitive truth: frozen fish is often fresher than the "fresh" fish at the counter. Modern boats flash-freeze fish within hours of the catch, locking in quality at its absolute peak. The "fresh" fillet on ice, by contrast, may be five to seven days off the boat.
Unless you live by the coast and know the fish was landed that day, high-quality frozen-at-sea fish is usually the better — and cheaper — buy. Much of the "fresh" fish on display was previously frozen and thawed anyway, which is why you'll often see the words "previously frozen" in the small print.
Decoding the labels
| Label | What it actually means |
|---|---|
| Wild-caught | Caught in the ocean; leaner, often pricier |
| Farmed / aquaculture | Raised in pens; fattier, cheaper, consistent |
| Previously frozen | Thawed for display — don't refreeze at home |
| Sustainably sourced (MSC/ASC) | Independently certified fishery or farm |
| "Fresh" | Never frozen — but not necessarily recently caught |
Whole fish or fillets?
- Fillets are convenient and beginner-friendly — you can apply the smell and flesh tests just as well.
- Whole fish is cheaper per kilo, lets you judge freshness more reliably (eyes and gills), and often tastes better cooked on the bone. Ask the counter to gut and scale it for you.
Storage: get it cold, cook it fast
- Buy fish last on your shopping trip and get it into the fridge quickly.
- Keep it on the coldest shelf and cook fresh fish within one to two days.
- If you bought frozen, thaw it overnight in the fridge — never on the counter — and don't refreeze thawed fish.
The bottom line
Trust your nose first, know that quality frozen fish frequently beats the "fresh" counter, and read the small print on the label. Master those three things and you'll bring home good fish consistently — without needing to become a seafood expert.