“Ceviche…raw fish cooked in lime juice”
“How can it be cooked if it’s raw? It looks like cold fish salad…no thanks!”
The PR battle for ceviche is a constant one, but one that can be easily one by offering a taste and a little education. I cant help but wonder how difficult the early Sushi entrepreneurs must have had it during those early marketing days in the west. Trying to sell anything other than fruit and veg raw is about as easy as trying to circumcise a gnat without the aid of a microscope (as if that makes it possible…?).