A beginners guide to buying whole fish

A beginners guide to buying fish Isn't the daunting process you may think.

Don’t Be Shy at the Fish Counter

When you're standing at the fish counter, don’t hesitate to ask questions. Sure, there’s often a small card or plaque with the basics: name of the fish, where it’s from, and the price per pound—but that’s just the surface.

You're about to spend good money on something perishable, so feel empowered to dig a little deeper. Ask:

1. When did this fish arrive?

2. Ask: How many days do I have to enjoy it at its freshest?

3. Is it wild or farmed? (wild is always better) some places will add confusion.. they'll say its from the sea and it's sustainable. If so, ask again if it's farmed? Farmed fish are typically raised in surface pens near the shore or in submersible cages out in the open ocean. While they’re fed a specially formulated diet to support growth and health, this controlled feeding can impact both the fish’s appearance and nutritional value. In some cases, farming practices may also pose risks to wild fish populations—through water contamination, disease transfer, or genetic disruption. It’s not unlike the concerns we see in industrial-conventional animal farming. Yes, the parallels are there.

   
   

   As you're reading this, you might be wondering why should I care?

    Well, it’s really about being informed. Understanding how our food is produced gives us the power to make choices that align with our values whether that’s health, sustainability, or simply taste. When it comes to seafood, knowing the difference between farmed and wild fish helps explain not just the price tag, but also the quality, nutrition, and impact on our environment.

   
   

   In those moments, it’s even more important to speak up. And while you're at it, break the ice and ask if they have a favorite way to prepare it many fishmongers are full of practical advice and delicious tips from their own kitchens.

Remember, the more you ask, the more confident you become not just as a cook, but as someone who truly understands and respects good food.

If You’re Looking for Some Fishy Pointers… Here We Go.

• Color Fresh fish should have vibrant, eye-catching color. Whether it’s the flesh, gills, or skin it should look alive, not dull or tired.

• Overall Appearance Your fish should look like it just came out of the river or ocean. It should be plump, glistening, and full of life and not dry or weary-looking.

• Flesh The flesh should appear moist and firm, not dry or flaky. When touched, it should bounce back—never leave an indentation.

• Eyes (They Speak a Thousand Words) Eyes are one of the clearest indicators of freshness. They should be clear, bright, and slightly bulging—not cloudy, sunken, or dull. If the eyes look sad, so will your dinner.

• Fins The fins should be well-defined and intact—not limp, torn, or damaged. They’re like the frame of the fish—if they’re saggy, it’s a sign your fish has been sitting around too long.

• Gills Peek just behind the head—gills should be moist and colored pink to deep red. If they look brownish, grey, or dried out… that’s your cue to walk away.

• Skin and Scales The skin should shine with a healthy gloss and a slight slippery feel—yes, that surface slime is actually a good thing! It’s a natural layer of protection and a sign of freshness. You’ll notice it more with whole fish, less so with fillets.

• Smell A truly fresh fish smells like clean water, the ocean breeze, or a riverbank. It should never smell “fishy” or sour. Trust your nose—if it smells off, it probably is.

Bottom line: Trust your senses. Look closely, if possible feel gently, and definitely smell.

Farmed vs. Wild Fish — At a Glance

	Farmed Fish 🐠	Wild Fish 🐟
Price	More affordable	Often pricier
Availability	Year-round	Seasonal
Omega-3 Levels	Depends on feed.	Typically higher (natural diet)
Diet	Formulated/commercial feed	Natural (varied marine diet)
Taste/Texture	Mild and consistent	Richer flavor, firmer texture
Sustainability Risk	Risk of pollution, escape, or disease spread	Risk of overfishing if not managed well
Certifications to Look For	ASC, BAP	MSC (Marine Stewardship Council)