SFM will be open daily from 7am this Easter, with special egg-stended trading hours from 5am to 5pm on Good Friday.



SFM Wishes You a Happy Oyster


"Forget about peeling chocolate eggs all long weekend, why not peel some melt-in-your-mouth King Prawn instead!" says Gus Dannoun, SFM Supply Manager.

This Easter long weekend fill up your esky with an assortment of seasonal seafood delights from the home of Sydney's freshest seafood, Sydney Fish Market (SFM). SFM will be open daily from 7am this Easter, with special egg-stended trading hours from 5am to 5pm on Good Friday, 2 April 2010.

With traditional Easter celebrations focusing on fish, particularly for Good Friday, SFM's six seafood retailers have a huge variety of species to choose from, with favourites including Snapper, farmed Barramundi and Yellowtail Kingfish again in good supply. You can also pick up all your fresh fruit and veggies for the long weekend celebrations from Waterside Fruit Connection or those freshly baked hot cross buns from Gregory's Hot Bread. Stop for a coffee or tea at the Fish Market Cafe and don't forget to grab the wine and beer for your Easter celebrations from Fishermen's Fine Wines. Need that special accompaniment to your meal? Visit Blackwattle Deli, or for last minute gift ideas drop by Rosie's Gift Shop.

The Easter long weekend provides so many great opportunities to sit down to a feast with family and friends, so why not fire up the barbie and entertain with a delicious assortment of seasonal seafood species. SFM carries one of the world's widest varieties of fresh seafood species, including some of Sydney's most popular Easter treats, such as Octopus, Sea Mullet, King Prawn, Tuna and Oysters.

SFM has made entertaining easy with FISHline, our free consumer advisory service found at www.sydneyfishmarket.com.au/. FISHline has a vast array of sumptuous recipe ideas for all types of shindigs this Easter, as well as advice on seafood purchasing, storage and cooking, species information and answers to frequently asked seafood questions.

"SFM is looking forward to a bumper week of trading in the lead up to Easter. We are expecting to trade over 400 tonnes of seafood at our wholesale auction. Not to mention the approximately 50,000 people expected to visit us during this period to stock up for their Easter celebrations" said Gus Dannoun, SFM Supply Manager.

"We expect to see large amounts of fresh chilled fish being sold through the auction to Sydney's top seafood retailers."


WHAT: Sydney Fish Market's Egg-stended Easter trading


WHEN: 5am to 5pm, Friday, 2 April (Good Friday)
WHERE: Sydney Fish Market, Bank St, Pyrmont


PARKING: Parking is available on Thursday, 1 April and Friday, 2 April (Good Friday) at Sydney Fish Market for a flat rate of $3.00 for a maximum two hour stay.


TRANSPORT: The Metro Lightrail will operate continuously to the Sydney Fish Market stop throughout the extended trading period.


Alternatively, bus services 501 and 443 regularly depart from the city. For route and timetable information,

visit www.131500.com.au.


Further event information can be found on the ‘Events' page of the SFM website


So hop on down to SFM... home of Sydney's freshest seafood!


If you are a busy little bunny and are looking for some quick and simple recipe ideas to satisfy your family's Easter appetite, hop on in to SFM's acclaimed Get Fresh with Fish seafood cooking demonstrations at the Sydney Royal Easter Show, held at 1pm everyday of the show (1 - 14 April).

Located in The Australian Woman's Weekly Taste of the Show Theatre Kitchen in The Woolworths Fresh Food Dome, Get Fresh with Fish is SFM's free interactive seafood cooking demonstration.

Learn how to store, prepare and cook scrumptious recipes, using affordable Australian seafood species. Find out about SFM's Market Pride® range of delicious, value-added seafood products.

So buy your show ticket now and come visit the team from Sydney Fish Market... home of Sydney's freshest seafood!

The West Tigers NRL team took on the SFM sponsored ACCA Dragon Boat Racing Team in a dragon boat match race down on Blackwattle Bay.

The Wests Tigers crew, consisting of players, officials and two lucky club members, took on the experienced ACCA team

Chinese New Year Kicks Off With a Splash


What happens when you take 6 burly NRL rugby league stars, stick them in a boat on Blackwattle Bay and ask them to compete against some of the most talented Dragon Boat racers in Sydney? A fun-filled and surprisingly competitive day was had by all when Sydney Fish Market (SFM) did just that to celebrate Chinese New Year on Sunday, 14 February.

To celebrate the Chinese ‘Year of the Tiger', the West Tigers NRL team took on the SFM sponsored ACCA Dragon Boat Racing Team in a dragon boat match race down on Blackwattle Bay in front of thousands of eager onlookers.

The Wests Tigers crew, consisting of players, officials and two lucky club members, took on the experienced ACCA team made up of male and female competitors who row at a local, state and international level. A best of three race format was selected, with the first race ‘kicking off' at 11.30am.

Race 1 was a hotly contested affair, with the ACCA team pipping the Wests Tigers by half a length. The Tigers, their pride wounded, heading back onto dry land determined to make amends in the second race.

Their confidence restored after some words of encouragement from fans who scrambled to grab autographs and photos after race 1, the Tigers team had the look of men possessed as they boarded their dragon boat and set off to the start line for race 2. Recounting the tips provided to them by the ACCA team during a training session held in the week leading up to the big race, the Tigers team roared home in the second race to turn the tables on the ACCA crew, squaring the ledger at 1-1.

After a twenty minute break, some refreshments and a quick team huddle, it was time to fire up again for the third and final race. With the crowd roaring their encouragement from the SFM shoreline, the ACCA team chose to assert their authority in race 3, skipping away to a comfortable win. Upon realising that there was no catching the impressive ACCA guys and girls, the Tigers turned their attention to drenching each other with harbour water, much to the amusement of their adoring fans.    

After the race, SFM invited the Tigers and ACCA team to join Supply Manager Gus Dannoun and the Marketing team for lunch in the SFM Blackwattle Bay room, where the teams tucked into Farmed Black Tiger Prawns, Market Pride® Fish Cakes, and an array of salads and other assorted goodies. 

"It was an absolute pleasure to have the Tigers and ACCA teams down at Sydney Fish Market to help us celebrate Chinese New Year" said Gus Dannoun, Supply Manager at Sydney Fish Market.

"Both teams were a great credit to the organisations that they represent, putting a smile on the faces of those who witnessed what turned out to be a great day of action."

The day's celebrations also consisted of a traditional Chinese Lion dance, performed at 2pm to the backdrop of red and gold Chinese lanterns which lined SFM's retail arcade. The spectacular Lion Dancers, said to bring good luck, happiness and prosperity in the New Year, had the bustling crowd in raptures, adding further atmosphere to what was already an exhilarating day.

The day was a great success, with media coverage of the Dragon Boat races and the preceeding training session featured on Network 10 and Fox Sports, and in the Sydney Morning Herald, The Daily Telegraph, Inner West Courier, whatson.com.au, sydneyfestivals.com.au, 2AC Chinese Radio and on the Wests Tigers official website.  

Happy Chinese New Year from Sydney Fish Market!

Market Pride® Seafood Chowder New England Style.

Market Pride® Making Waves in Foodservice

Market Pride®, Sydney Fish Market's range of premium seafood products, has been launched into the foodservice market in recent months, and has wasted no time in making a big impact!

Market Pride's presence at the Fine Food Sydney trade show between 7 - 10 September 2009 signalled the brand's introduction into the foodservice category. Fine Food Sydney, Australia's largest foodservice, retail and hospitality trade show, was held at the Exhibition and Convention Centre, Darling Harbour and provided the perfect forum to introduce the range to an important market.

Over 1,000 exhibitors were onsite to showcase their products, filling all six halls of the complex, with Market Pride® front and centre to greet the 25,000 industry visitors who attended the event. Market Pride® was given a further promotional boost when it was announced as a finalist in the ‘Best New Food Product for Foodservice' category for its Silver Warehou & Atlantic Salmon Fish Cakes in the Fine Food Awards.

Since then, promotion of the new foodservice range has increased, with a series of product presentations held in February focusing on the product's premium quality and easy-to-prepare format. Demonstrating to key distributors and trading partners, the Market Pride® foodservice range was showcased through simple, informative cooking demonstrations, hosted by Sydney Seafood School demonstrator, food consultant and creator of delicious Market Pride® accompanying recipes Brigid Treloar. The product demonstrations received glowing reviews and fantastic support from distributors, and provided them with valuable product information allowing them to effectively sell the product on SFM's behalf.    

The Market Pride® team also took the show on the road up the New South Wales coast in February, showcasing the product to the foodservice crowd at the 2010 Foodservice Industry Association (FIA) Trade Fare at the Mingara Club. Again, attendees provided very positive reviews of the range and its exceptional product quality.

The range has also been front and centre in key foodservice publications in recent months, most notably through advertisements and accompanying editorial in the industry's leading monthly publication, Open House magazine. Appearing both in the March edition, which appropriately focused on seafood, and the April ‘winter menus' edition, Market Pride® has been successful in achieving top-of-mind status with New South Wales foodservice customers, resulting in a growing list of clients.

The Market Pride® foodservice range aims to make cooking and enjoying quality Australian seafood more convenient than ever for chefs in restaurants, clubs and pubs. Drawing on the tradition and resources of the largest working fish market in the Southern Hemisphere, the Market Pride® range uses only Australian seafood to create ready-to-cook, ready-in-minutes seafood meals.

The range, consisting of seafood soups, stocks, meals, fish cakes and seafood sausages, is manufactured in Australia from 100% Australian seafood. As these premium products are value-added, minimal preparation is required by chefs, with no skinning, boning or portioning needed . . .  all the hard work has already been done by SFM!

The Market Pride® foodservice range includes:

Seafood Soups

Seafood Chowder New England Style
Seafood Laksa
Prawn Bisque
Seafood Gazpacho

Seafood Stocks
Fish Stock
Prawn Stock

Seafood Meals
Szechuan Pepper & Salt Squid
Mediterranean Seafood Hotpot

Fish Cakes & Seafood Sausages
Silver Warehou & Atlantic Salmon Fish Cake
Atlantic Salmon & Silver Warehou Sausage


Next up for the Market Pride® foodservice team will be an appearance at Fine Food Queensland, from 21 - 23 March. A presence at this most important trade event signals the brand's launch into the Queensland foodservice market, alongside the imminent appointment of a broker to service demand for this exciting new range north of the border.

Market Pride® is currently distributed in New South Wales through PFD Foodservices and Bidvest. For enquiries or to find out more about Market Pride®, contact 1300 135 483 or visit



NZ Regal King Salmon products were launched to Buyers during SFM's auction on Thursday, 11 March.


NZ Regal King Salmon Now Available to SFM Buyers


In fantastic news for Sydney Fish Market (SFM) Buyers, NZ Regal King Salmon products, a retail brand owned exclusively by King Salmon Australia, are now available via SFM's daily wholesale auction.  

An impressive addition to SFM's already unprecedented seafood product range, NZ Regal King Salmon products were launched to Buyers during SFM's auction on Thursday, 11 March.

The NZ Regal King Salmon product range available to SFM Buyers includes gilled & gutted whole fish, as well as a variety of value-added King Salmon products. Fresh packaged products, cold smoked salmon, wood roasted salmon and salmon specialties, such as dips and caviar, will all be accessible to all SFM Buyers.

During a short launch event held on the SFM Buyer's stand, Buyers were introduced to the NZ Regal King Salmon range, including information about the brand and how the product it is to be sold at SFM. Buyers were also provided with the opportunity to sample the range, including Regal Salmon Kebabs, Regal Smoked Salmon Pastrami and sashimi-grade Regal King Salmon slices.  

Gilled & gutted whole NZ Regal King Salmon will be available to SFM Buyers for a fixed price of $11.90 per kg, with prices of the value-added King Salmon range to be confirmed.

"Sydney Fish Market is delighted to now be able to offer our Buyers NZ Regal King Salmon products" said Gus Dannoun, Sydney Fish Market Supply Manager.

"Sydney Fish Market sells over 100 species of seafood via its auction on any given day, making it the largest fish market in the Southern Hemisphere in terms of variety sold. We feel that NZ Regal King Salmon products will provide a valuable addition to the diverse range of seafood already available to SFM Buyers."

It's not exclusively Buyers who have been lucky enough to try NZ Regal King Salmon products at SFM recently. During SFM's launch of its recently released Seafood Handling Guidelines publication, held at Sydney Seafood School, guests were served NZ Regal King Salmon Kebabs and Regal Cold Smoked Salmon Slices.

"We are proud that Sydney Fish Market wants to showcase our NZ Regal King Salmon at their wholesale auction and we look forward to being able to supply the discerning Sydney seafood buyers" said Stephen Gibson, NZ Regal King Salmon's Marketing Manager. 

"We are confident that once tasted, there will be no going back as the taste and flavour adds a new dimension for Salmon menus and we believe customers will be asking for Regal King Salmon by name".

NZ Regal King Salmon Product Attributes
Freshness NZ Regal King Salmon is delivered from New Zealand to SFM within 48 hours from the factory door.

Year Round Supply

NZ Regal King Salmon is available to purchase every week day of the year, in a variety of sizes from 2 - 6kg.


King Salmon has the highest oil content of all Salmon, providing it with a wonderful rich flavour perfect for sashimi, baking, grilling, and hot or cold smoking.
Healthy The high oil content also makes it a rich source of Omega-3. NZ Regal King Salmon is also high in protein, vitamins and minerals.
Rich Flesh Colour The deep red/orange colour of NZ Regal King Salmon gives it a very appealing plate presentation.
Chemical Free NZ Regal King Salmon uses no medical antibiotics, vaccines or medicines in the production of its King Salmon, nor does it employ chemical net cleaning methods or anti-fouling in its production pens. NZ Regal King Salmon product is near organic status.
Clean Environment As smolt, NZ Regal King Salmon are nurtured in the safe sanctuaries of pure spring fed streams, before they are transferred to seacages located in the remote, pristine waters of the Marlborough Sounds.



For further information on NZ Regal King Salmon products, contact Stephen Gibson on 0011 64 29 230 0021 or visit www.regalsalmon.co.nz.

For further information regarding purchasing NZ Regal King Salmon products via SFM, please contact SFM's Supply Department on 02 9004 1106.  





The SFM Seafood Handling Guidelines has long been regarded as an industry "bible" for fishers, buyers and retailers.

SFM Guides the Seafood Industry Into Clearer Waters

The revised Sydney Fish Market Seafood Handling Guidelines was released at a media and industry launch event in SFM's Sydney Seafood School on Tuesday, 9 February.

Addressing a host of industry stakeholders, key SFM clients and gathered media Grahame Turk, SFM's Managing Director, made mention of the significant role that this key publication plays in providing consumers with the best and freshest seafood.

The SFM Seafood Handling Guidelines document exceeds current industry standards, and has long been regarded as an industry "bible" for fishers, buyers and retailers. Each section of the Guidelines was extensively reviewed and updated where necessary to bring it into line with current best practice.

Setting a benchmark for storage and handling of seafood, the Guidelines assist in all areas of the seafood supply chain. The impacts will be felt nationally, as product sold through SFM's auction is supplied by fishers and aquaculturalists throughout Australia.

First published in 2000, the Guidelines were developed by SFM out of necessity, as there was no single comprehensive document or publication available that covered topics such as seafood spoilage, handling, storage, transport, hazards and protected species information together with detailed grading and sale classifications.

Louise Nock, Marketing & Communication Manager said that by referring to the Guidelines, Suppliers can achieve greater freshness and shelf life for their seafood and have a clearer understanding of what SFM's Buyers are looking for, helping to maximise returns on their catches. In addition, Buyers will have access to the best product to pass on to consumers.

The Guidelines include a range of storage, handling and transportation topics relevant to all sectors of the seafood industry, such as:


seafood spoilage

recommendations for uncooked fish, sashimi, frozen fish, crustaceans

information on hazards

protected and prohibited species in NSW
process codes
size codes and grading schedules


Key additions to this third edition of the SFM Seafood Handling Guidelines include a new grading scheme for sashimi fish, which was recently implemented at SFM's wholesale auction in November 2009, as well as an expansion of the Mud Crab sale classification with images to help the identification process.

The Guidelines form part of SFM's Quality Assurance Program that conforms to internationally recognised standard ISO 22000, ensuring seafood sold at its auction is safe to eat, of the highest quality and correctly labelled.

A copy has been supplied to all SFM staff, Buyers and Suppliers. For further information on the Guidelines please contact the Supply Department on (02) 9004 1106.




Sydney Fish Market Pty Ltd, Locked Bag 247, Bank Street PYRMONT NSW 2009

T: 61 2 9004 1100 | F: 61 2 9004 1177 | E: publicrelations@sydneyfishmarket.com.au