A New Take on the Fresh vs. Frozen Debate


It’s 2022. We’re well into the 21st Century. Long enough to render most of us, consumers and food distributors alike, unable to recall when frozen foods first hit the shelves in the 1950s — a time when newly created TV dinners became a staple of the American diet.

Sure, they helped people by making cooking easier and more affordable. But at what cost? Ever since, there has been a controversy as to whether freezing food before distribution into consumer markets negatively affects food quality and taste — or both. 

We’ve all experienced a soggy shrimp cocktail. We’ve microwaved frozen meals only to be left with “cold spots” and an overall feeling of “meh” after finishing the entrée. Worst of all, in terms of our health, we’ve wondered exactly what that window is between how long something frozen should sit out for consumption before it becomes a conduit for salmonella, or some other dangerous bacteria.

Here at Prime Fresh Handling (PFH), we know where we stand on the “Fresh vs. Frozen” debate — after all, at the core of our company name is the word Fresh! 

Frozen is Gaining, But…

A recent study conducted by major research firm Deloitte suggests that frozen food is gaining an advantage in the frozen vs. fresh food fight to capture growth in home consumption. It implies that consumers are worried that perhaps the fresh foods on store shelves aren’t as fresh as they used to be, and that frozen foods cut costs.

The study claims the future of fresh food “confronts a strong challenge from frozen alternatives benefiting from shifting consumer behaviors and purchase patterns.”

And we at Prime Fresh Handling couldn’t agree more. However, that same study notes that the vast majority of consumers say eating fresh food “makes them happy.” So regardless of current trends brought on by the pandemic and recent shipping complications – both of which are temporary – people still prefer fresh vs. frozen.

So Where Do You Stand?

The study we just mentioned made some claims:

  • Frozen is perceived to be just as good or even better than fresh by a majority of younger consumers, driven in part by changes in the versatility, quality, and healthfulness of frozen substitutes.
  • For 90 percent of consumers, price continues to be the top purchase driver for fresh.
  • The pandemic continues to influence an advantage in the food fight to capture growth in at-home consumption.
  • The study also suggested fresh still likely plays the bigger role in consumer identity and emotion. An overwhelming 90 percent of consumers say eating fresh food makes them happy, compared to only 40 percent who say the same about frozen.

Experts to the Rescue

PFH are experts in shipping perishables. We offer tailor made, end-to-end transport solutions via air, land, and sea – and close inspections along the way to ensure the very best door-to-door service required to meet customer needs. With more than 20 years of experience, we have gained the know-how required for the seamless import and export of a wide variety of commodities. Our company standards also include ensuring all the proper paperwork is provided for smooth transport through the various regulatory bodies along the way. 

“Cargo transportation can entail various challenges. That’s why we strive to take all due care when handling your products,” says Cristina Moscoso, PFH General Manager-West Coast. “This ensures that you have peace of mind, knowing that your shipment’s value is not impacted in any way during its journey with us, and that your end customer is highly satisfied with their purchase.”

Now if a company works that hard to deliver fresh options in food – and, as studies show, people prefer fresh vs. frozen options – doesn’t that make choosing who to work with an obvious choice? 

Global Services 

Whether it’s a box, a pallet, or a companywide logistics operation, Prime Fresh Handling is skilled in achieving safe on-time delivery of time- and temperature-sensitive products between any point of origin and destination around the world.

In fact, PFH is also known as a global leader in perishables transportation of fresh produce, fish, cut flowers, and plants — and vaccines and other pharmaceuticals, as well. With dedicated state-of-the-art facilities in Europe, South American, and across North America, PFH leverages industry-leading technologies such as vacuum cooling, sorting, re-packing, bar coding, labeling, and temperature and quality monitoring to guarantee a consistent, safe, and fresh delivery. 

Contact Prime Fresh Handling 

For information, contact PFH General Manager Cristina Moscoso at 323-328-8650, via email at cristina.moscoco@primeair.aero, or visit www.prime-fresh.com.


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