Fresh Wild Whole Rockfish from Costco is a sustainably sourced Pacific fish sold whole by the pound, priced affordably compared to pre-cut fillets. Rockfish takes its name from its natural habitat among rocks on the ocean floor, and the fish arriving at Costco is harvested fresh from Pacific waters — most commonly off the coast of British Columbia, Canada — and is never previously frozen.

Rockfish is prized for its mild, clean flavor and medium-sized, flaky white flesh. It is slightly firmer than cod, milder and less oily than salmon, and remarkably similar in taste and texture to haddock. Its versatility makes it a favorite for a wide range of preparations: the whole fish is excellent steamed whole in the Chinese-style with ginger and scallions, broiled with seasoning, pan-fried with a light flour dredge, or poached in a seasoned broth as a base for fish chowder. When pan-frying, a mixture of butter and olive oil creates a beautiful, crispy sear on the outside while keeping the flesh moist and flaky inside. Always cook to an internal temperature of 145°F in the thickest part of the fish.

Buying whole rockfish rather than fillets offers better value per pound and yields the freshest possible product. The bones and head can be used to make a rich fish stock.