The word apparently has become synonymous with "frozen". If you go to our local supermarkets to the seafood department, most everything is defrosted from frozen bulk packages, yet the placards say "Fresh Fish" . The store brand chicken parts packages for example say, " All Natural" "Fresh" "Never Frozen", yet when they are put out from the back in boxes and the employees stack them into the coolers, they're solid as a rock.
In the bakery, the employees unload boxes with plastic bags full of frozen loaves onto sheet pans and place them on proofing racks b4 baking. The last one might be stretching the point a bit, but the word "fresh" used to mean never frozen, from the kitchen, animal, or field, to you.