Fresh fish is traditionally consumed in Spain and it is part of the Mediterranean diet. The aim of this work is to study the consumers' preference toward fresh fish sold in trays and in countertop, in the city of Zaragoza (Spain). The major part of respondents had consumed fresh fish at least once a week and they buy it in the countertop. Fishes in trays are considered as most hygienic, with better conservation and easier to buy. Freshness is fundamental for fishes taste. Consumers perceive fish sold at countertop is fresher than fish conditioner in trays. Fish date capture, in addition of its expiration date, may influence the perception of fish quality as well. The packaging of a freshly caught fish may have a positive impact on consumer purchasing decision while a long term caught fish - although without a expired date - may have negative influence on consumer product evaluation.