Retailers and consumers
Fiskur og franskar
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Retailers, foodservice, restaurants and even the consumer are all links in the value chain and are therefore responsible for maintaining quality all the way to the plate.  Unbroken chill chain, danger of cross contamination and information on shelf life are important responsibilities that need to be taken seriously.  It needs to be kept in mind that quality of fresh fish is consistently being lost with time, which means that a product that is at the end of its shelf life is not of the same quality as a product from a recently caught fish.  Influencing factors that these final links in the chain are able to control are mainly time and temperature, which need to be carefully monitored.  Sensory evaluation is a tool for quality determination of fish freshness and it clearly shows that quality is lost in a linear relationship with time.

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