I & J Flathead Fillets

lukeloop on 28/04/2014 - 18:31

Just putting it out there that I&J Crispy Batter Flathead Fillets are NOT flathead fillets but are actually South American Flathead. I rang I&J and told them that it was deceptive marketing and that they should be using the full common name of the fish on their packaging. No response obviously. I am very disappointed in their approach to the marketing of this product.

As can be seen from the packaging ( refer to link below ) they are clearly using the name of Flathead as known to Australians to market a product that is not of the same species or genus. South American Flathead is written in the ingredient panel but we all know what they are doing. A shallow and pathetic attempt I&J.

http://www.simplot.com.au/images/media/ijflathead.jpg

Food & Grocery

Comments

  • cooldude123 on 28/04/2014 - 19:06
    +2

    Perhaps send something to The Checkout or their FU Tube thing.

    If you bought it from a supermarket, I'm sure you'd have a good chance of a refund.

  • Steptoe on 28/04/2014 - 20:35

    Iron Jay replies…..

  • silvertone on 28/04/2014 - 21:25

    Not disputing what you're saying, but how do you know that the South American fish is not the same species?

    (I don't know anything about fish…)

    • donga100 on 28/04/2014 - 22:28
      +4

      There are a few different species of flathead in Australia but they are all very similar and part of the same family/genus (ie. they are genetically close). One of the most common is dusky flathead.

      It's quite different to the South American Flathead being sold by I&J. Not even part of the same family or genus, let alone species. The main thing they have in common is a similar sounding nickname.

      Pretty poor form and 100% trying to be deceptive.

  • iseenya on 28/04/2014 - 21:46
    +1

    My experience with I&J products has been that their seafood is flavourless and dry, presumably the end result of a too-lengthy supply chain with prolonged cold storage along the way.

  • Mikinoz on 28/04/2014 - 21:47

    Agreed was a shock when I read the package

  • iseenya on 29/04/2014 - 17:23

    I checked the Pacific West brand of frozen flathead fillets at the supermarket today - they are also South American flathead as per donga100's post (http://www.fishnames.com.au/fishnames/fishnames.php?pid=3521). Looks like flatheads ain't flatheads when it comes to marketing.

  • lukeloop on 12/05/2014 - 14:30
    +2

    I just had a call back from the company SIMPLOT informing me that they meet the labeling requirements. I informed them that there is a difference between meeting the minimum requirement and being transparent to the consumer. If they were 100% proud of their product they should state that it is South American Flathead on their front cover not only in the Ingredient panel as it comes across as deceitful advertising and damaging to the reputation of the company. Others are using this minimum requirement such as Red Rooster. Red Rooster Flathead is also South American Flathead. I am boycotting all of their products that are not labelled to my standards.

    • donga100 on 15/05/2014 - 10:00

      I tried the Red Rooster fish and chips once before and it was terrible. I blamed myself for buying fish and chips from a chicken shop but maybe this explains it?

  • Flibbs on 17/05/2014 - 17:28
    +2

    Thanks for pointing that out. I had always assumed it was Aust Flathead. I dislike deception in advertising and certainly won't be buying any I&J products in future due to this.

  • jebozb on 07/08/2014 - 15:37

    Thanks for taking the time to post this, removing them from my trolley right now and boycotting I&J permanently

    Coles are also doing the same;
    RE Coles and imported Flathead The… - Alexander Sobolewski | Facebook
    https://www.facebook.com/coles/posts/484747764922577?_fb_nos…

    Some of the common Aus Flathead;
    Flathead « « GoodFishBadFish
    http://goodfishbadfish.com.au/?fish=flathead

    The South American fish called flathead;
    Fish Names
    http://www.fishnames.com.au/fishnames/fishnames.php?pid=3521

    I note that Woolies market and sell fresh Australian Flathead

  • [Deactivated] on 07/08/2014 - 16:12

    Thanks for the post mate, didn't know anything about this. I think it's pretty deceptive as well.

  • [Deactivated] on 07/08/2014 - 19:49
    +2

    Gotta be careful with all those packaged frozen seafoods.

    This isn't quite the same, but the brand Ocean Chef sell frozen tuna, salmon and barramundi, prawns, squid etc. I never usually buy frozen packaged seafood but they were half price a while back at Woolies so I ventured in store to have a look. They were all product of SE Asia (there may have been one or two from Europe, iirc). So Vietnam, Indonesia, China… not so cool. All I can think of is Basa nastiness lol

    • nubzy on 07/08/2014 - 21:23

      The frozen seafood always gets put on half price. I don't go near any of it, all seems to be from Asia no matter what brand.

  • atlantism on 13/08/2014 - 20:49

    I've seen both varieties at woolies in their fresh section. Hard to notice the difference too.

  • atlantism on 13/08/2014 - 20:56

    http://files.ozbargain.com.au/upload/132494/24564/img_20140503_181035.jpg - "Flathead Fillets … Sth Am"

    • lukeloop on 13/08/2014 - 21:03

      so deceptive..at least its written on there bur still dodgy

  • atlantism on 16/08/2014 - 10:54

    It should be written as South American Flathead. To call it flathead fillets is misleading I think.

    Actually to call it flathead at all is probably misleading, but that's its current title.

  • [Deactivated] on 16/08/2014 - 11:20

    If you're buying frozen crumbed or battered fish, I recommend the (packs of six) Sealord Crumbed Dory or Hoki, or the Tempura-Battered Hoki. 'On special' at Woolworths fairly regularly, very occasionally for near I&J six-pack 'on special' prices.

    I appreciate that the OP has posted about a larger-fillet product w/bonus mislabelling nastiness, but cooked just perfectly (mucho trial and error with any oven - of course), the NZ froz-fush varieties mentioned above are about as good as you'll find.

  • cheapy on 17/08/2014 - 02:58

    Fish is a nightmare product at Fresh Import Markets too don't forget. 90% is frozen imports.

  • tonyjzx on 17/08/2014 - 13:35

    not surprised with this boxed crap

    sort thankful its not from china

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