07 Nov 2017 --- New research reveals that frozen cod can be just as good as fresh, as long as it is handled properly. On average it takes three days for a fresh cod to reach most sales counters. And for both retailers and customers, a three-day-old fresh fish is stretching it a bit. However, if the fish is frozen on board the vessel and thawed properly before it reaches the sales counter, its quality can be just as good as if it had never seen the inside of a freezer.