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This paper presents results from a European research project that has investigated novel technologies which are able to recover the fresh quality after fresh fish has been frozen and defrosted.Coolnova(R) humidification freezing and defrosting technology was tested in laboratories and by panels of seafood experts.The defrosting technology demonstrated that it is possible to fully recover the fresh quality a fish had when it was frozen without any weight loss.This innovation has a huge benefit potential for consumers who may get better access to fresh quality foods and for the seafood and logistic industries that may offer higher valued fresh products at lower costs.Coolnova(R) technology offers a solution where fresh frozen quality food can be defrosted just-in-time before final consumption, independent of harvesting seasons and locations and without preservation agents other than freezing.Branding and quality control throughout the production chain is a marketing challenge.