47%

53%
Do You Purchase Food
From a Fish & Chip Shop
On Average More Than
Once a Month?
Yes No
52%
48%
Do You Consider What Part of the World the Cod
You Purchase Has Come From to be an Important
Factor When Purchasing Cod From a Fish & Chip
Shop?
Yes No


78%
22%
Do You Live in Cornwall?
Yes No
3%
97%
Do You Purchase Food
From a Fish & Chip
Shop More Than Once
a Week?
Yes No
Harbour Lights Cod Sensory Evaluation Results & Initial Summary


61%
39%
If you had the Choice Between Eating (A) Locally
Caught Cod Without Sustainable Certification
or
(B) Internationally Caught Cod with Sustainable
Certification
Which would you choose?
A B
69%
31%
Would you Purchase Cod More Regularly if you
Knew it was Sourced From the Stock Which is
Certified as one of the Most Sustainable in the
World?
Yes No





61%
39%
Would you Purchase Cod More Regularly if you
Knew it was Sourced Locally From the Western
Channel by Cornish Fishermen?
Yes No
34%
66%
Which Cod do you Believe Would Taste Better?
(A) Cod Caught and Deep Frozen Immediately at
Sea and Eaten Within 30-90 Days?
(B) Cod Caught and Stored on Ice and Eaten Within
7 Days?
A B







0% 20% 40% 60% 80% 100%
TASTE
Cornish
Barents
TEXTURE
Cornish
Barents
APPEARANCE
Cornish
Barents
ODOUR
Cornish
Barents
Like Extremely
Like Very Much
Like Moderately
Like Slightly
Neither Like Nor Dislike
Dislike Slightly
Dislike Moderately
Dislike Very Much
Dislike Extremely

Sample A (Cornish) 1: Like
Extremely
2: Like Very
Much
3: Like
Moderately
4: Like
Slightly
5:Neither
Like Nor
Dislike
6: Dislike
Slightly
7: Dislike
Moderately
8: Dislike
Very Much
9: Dislike
Extremely
Odour 4 32 28 17 19 5 4 1 0
Appearance 9 42 33 10 8 6 2 0 0
Texture 15 36 24 10 15 11 5 0 0
Taste 15 34 25 10 7 12 4 1 0
Sample B (Barents) 1: Like
Extremely
2: Like Very
Much
3: Like
Moderately
4: Like
Slightly
5: Neither
Like Nor
Dislike
6: Dislike
Slightly
7: Dislike
Moderately
8: Dislike
Very Much
9: Dislike
Extremely
Odour 1 27 26 17 18 12 6 1 0
Appearance 6 32 33 14 9 9 2 1 2
Texture 10 35 21 15 3 14 7 2 0
Taste 15 30 22 16 3 11 7 4 0
Sensory Evaluation Results, Graphs, Comments and Initial Summary







Co
Ba
0
10
20
30
40
50
Cornish Barents
Cornish
Barents
0
5
10
15
20
25
30
35
Cornish
Barents
Appearance
Taste





Cornish
Barents
0
5
10
15
20
25
30
35
Cornish Barents
Cornish
Barents
0
10
20
30
40
Cornish
Barents
Odour
Texture


Participant Comments: Sample A - Western Channel Cod
Odour Appearance Taste Texture
Not too strongly fishy Nice and white Good Chewy
Stronger smell than B
Doesnt put you off
More appetising than
B
Really nice flavour Easier to break
Stronger odour but not
as a fishy as B
Chunkier Melts in the mouth
more moist
Flakes away easily
Not a strong fish odour Glossy Melts in the mouth,
defined taste
Moist
Stronger but nicer Not as pretty looking Subtle taste Soft and flaky
Fishier smell Whiter colour Melts in the mouth Bit chewy
Strong but perfect
strength
Better shape and
patterning
Mild, almost creamy Really creamy smooth
texture
Smells fishier Better than B Much richer taste than
B
Softer texture
Not very strong Looked more
appetising
Strong taste A lot softer than B
Smells fresher Very white More moist, better
taste
Slimy
Strong, powerful Nice and white Tastes more like fish! Slimy
Nice odour, smelt
fishy!
Looked good, stayed
together well
Stronger taste, more
flavour
Slimy
A good fishy odour Probably not seen at
best on plate alone
Oily Flaky, watery
Very fresh and
appetising odour
Didnt stay whole
which affected my
judgement of
appearance
Bland Slightly dry
No real odour Looks fresh and flaky Tastes a lot fresher
than B
Nice and flaky
More fishy Very white! Not very strong in
flavour
Slightly coarse texture
Pleasant and fresh Looks tastier than B Has a strange taste to
it
Really nice texture,
smooth and fresh
looking
Strong fishy smell Clean, shiny and fresh A lovely flavour Watery
Smells fresh Not pleasing to the eye Not very strong in
flavour
Dry
Smells nice and fresh
not fishy at all
Large, well defined
flakes very white
Bland Crumbly
Smells of the sea Whiter Slightly chewy, tastes
good!
Chewy texture
Slightly too fishy Not so good Seems fresher Firm
Didnt like at all Does not look fresh Quite bland Pleasant texture
meaty and fleshy
Strong Looked dry Tastes better than B Very moist
Smells old and not
fresh
Nice, flaky and white Tasted very much like
fish!
Very wet and grainy
Offensive smell, not
fishy
Looks nice Just right! Firm, slight sliminess


Odour Appearance Taste Texture
No odour Fine for coating in
batter
Very subtle flavour Mushy
Nice fresh fish smell
fairly strong
Good white colour Not a lot of taste Slightly chewy but nice
and flaky
Stronger odour than B Looked quite fluffy Tastes fresher than B Held together well
Didnt smell fishy Lovely flavour Lovely texture
Too fishy! Residue on surface Enjoyed very much
very tasty!
Stringy
Very strong fishy smell Milky in appearance
doesnt look nice
Didnt taste right - a
little bland
Creamy and soft
Good flavour Rough texture
Less flavour than B Better texture
Tangy taste! Soft and flaky
Great taste! Flakier than B
Couldnt really taste
much at all
Flaky and soft
Disappointing flavour Soft
Tasted like all cod -
bland
Doesnt feel right
Tastes very bland
Very strong flavour
Very fishy

















Participant Comments: Sample B - Barents Sea Cod
Odour Appearance Taste Texture
Smell almost
overpowering
Not so white looking Not a strong taste Chewier texture
More fishy

Really good meaty fish Lacking in taste Too chewy
Didnt really have a
nice odour
Looks discoloured Stronger taste Chewy
Over powering Nice white fish,
however not special in
its appearance
Very bland Very chewy
Slightly stronger Doesnt looks as nice
as A, looks discoloured
Reasonable taste Not as chewy as A
Fresher smelling than
A
Too yellow for my
taste
Quite bland in flavour
but edible
More solid, not watery
Good! Too chewy, bland Too dry
Strong smell, nice and
appealing
Solid chunk, nice and
white
Rather drier, firmer
suits me!
Dry and flaky
Less powerful smell,
barely smells of fish
Held together, not
flaky
Nice taste but
preferred A
Chewy/rubber
Quite pungent Yellow less white
than A
Juicier Rough texture
Smells like the sea Looks better Stronger fishy flavour Very dry and tough
Weak, can hardly smell
anything
Un-appetising Tastes like it was
frozen
More gritty
No odour Looks dry Not that great Not flaky
Far nicer smell Nice quite plain Plain, tastes like water Melt in the mouth
Good Looks dry Less taste than A Flaky
Smells fresh Looked overcooked Kind of dry sticks to
side of mouth
Chewy
Doesnt smell very
much
Doesnt look as nice as
A
Very dry Very coarse, tough
texture but pleasant to
eat
Did not smell like fish Brown patches Slightly metallic taste Didnt like its texture
Smells of the sea Looks unattractive and
dry
Doesnt taste great Smaller flakes than Am
moist.
Looks dry Looks nicely cooked Very bland Less chewy than A
Mild Looks appetising Much nicer to taste Solid, had a bite but
not chewy
Smells more fishy More meaty Nice subtle flavour Firm and flaky
Smells old, fishy, in a
bad way
Large, tightly packed
flakes
Fresh and tasty Very chewy and tough
Not fresh seeming Looked more tough Ok preferred A Too firm
No real smell Colour is tinted Has a good fishy
flavour
Rubbery
Very nice! Skanky old fish Very good! Firm and less flaky
Mild odour Slightly off white Delicate flavour Dry texture


Odour Appearance Taste Texture
Strong fishy odour Like the look more
tempting than A
Much nicer taste Falls apart easy, not
chewy
Good - white Much less fishy Tougher texture -
chewy
Prefer the less strong
flavour

Tastes like old cod
Better flavour, tastes
like cod

No taste
Strong, fresh taste
Very bland!
Better flavour than A
Tastes fresh, only
hours old and easy to
chew

Quite watery and
lacking flavour

Creamy
Too watery
Did not taste as good
as A a bit bland

Too watery no taste

Initial Summary
After running all the data through the Chi Squared test I have found that my null hypothesis which
stated that there would be no significant difference in taste, texture, appearance and odour
between deep frozen Barents Sea Cod and ice stored Western Channel cod can be accepted.
As you can see there are slight leanings towards the Western Channel fish at the extreme like end
of the scale; but nothing that counts as being statistically significant.
I will be producing a scientific journal article on the whole test with a detailed analysis in time for our
research day which is at the start of June. I wanted to provide you with data and feedback from
customers as soon as possible so you could have a look and see if you thought any particular areas
would be more be useful to investigate further than others?