Australia’s largest fresh sushi retailer, Sushi Izu, has expanded on its existing partnership with sustainably grown, saltwater Humpty Doo Barramundi from the Northern Territory, recently launching a new range of sushi and sashimi that is available nationally across more than 230 Sushi Izu locations in Woolworths supermarkets.
After making its debut in Sushi Izu’s standalone concept store in Sydney’s Summer Hill earlier this year, and then launching in Woolworths stores across Queensland in April, the Humpty Doo Barramundi range has quickly won esteem from Australian sushi lovers.
The range marks the first time barramundi has taken centre stage in a national sushi retailer, bringing a distinctly local flavour to a category traditionally dominated by salmon and tuna, bucking the existing status quo in the sushi category and offering a new choice for Aussie consumers.
The collaboration brings together two brands who share a commitment to quality, innovation, and sustainability. Sushi Izu is known for making restaurant-quality sushi convenient and accessible, fusing traditional Japanese techniques with bold modern flavours tailored to local tastes.
Sushi Izu general manager, Damien Blakeney, said the company was committed to using only the highest-quality ingredients, and the collaboration with Humpty Doo Barramundi reflects that.
“Together, we’ve crafted something that not only tastes great but also celebrates the best of sustainably grown Australian produce,” said Blakeney.
“The response from consumers to-date has been incredible. Australians love their sushi and are always on the lookout for new lunch and dinner options with unexpected flavours. The taste, texture and provenance of this range has been a big hit with our customers – taking it national was a natural next step.”
Humpty Doo Barramundi is a 100 per cent Australian family-owned pioneer in sustainable aquaculture. The company is recognised for its leading farming and animal welfare practices and its innovative saltwater wetland system that maintains optimum water quality, while minimising environmental impact.
Humpty Doo Barramundi CEO, Dan Richards, said the collaboration with Sushi Izu is the next exciting chapter in the 30-year story of a family-owned farm.
“We’re proud to see our barramundi featured as a hero ingredient in Sushi Izu products, and thrilled that so many sushi fans will be able to enjoy a new way of experiencing our native fish,” said Richards.
“We’ve spent decades innovating and learning how we can grow great-tasting barramundi in the Top End, while also staying true to our values and commitment to care for our people, fish, environment and our partners.
We know Sushi Izu shares that commitment, and this partnership means more Australians can experience what makes our barra so special, in a format that’s fresh, healthy and full of flavour,” he said.
As sushi continues to grow in popularity, along with demand for local ingredients and exciting new tastes, the clean, versatile profile of Humpty Doo Barramundi makes it perfectly suited to both raw and cooked sushi applications.
The Sushi Izu Humpty Doo Barramundi range is now available at Woolworths stores across the country, and includes crispy barramundi inside-out rolls drizzled with sushi sauce, aburi barramundi nigiri topped with zesty yuzu kosho, yuzu-inspired barramundi ceviche with a fresh citrus kick, barramundi sashimi, and barramundi nigiri.
