Business Economic Note 24
Independent FishmongersTable of Contents.
3.1 Fish Supplies 3.2 Port Auctions 3.3 Port Merchants 3.4 Inland Merchants and Markets 3.5 Independent Fish Wholesalers 3.6 Frozen and Canned Processors/Distributors 3.7 Specialist Importers 3.8 Types of Supplies 3.9 Quality of Supplies 4. Prices and Pricing Practices
4.1 General 4.2 Cost Plus 4.3 Perceived Value 5. Sales Techniques and Business Strategy.
5.1 Experience. 5.2 Location and customer base.
5.2.1 Customer Base 5.2.2 Location 5.3 Promotion, advertising and public relations. 5.4 The Premises 6. Handling, Storage Equipment and Wastage
6.1 Handling
6.1.1 Spoilage 6.1.2 Temperature control 6.1.3 Handling and storage 6.2 Storage equipment
6.2.1 Display units 6.2.2 Ice machine 6.2.3 Chill store 6.2.4 Freezer cabinet 6.2.5 Other equipment 6.3 Fish preparation and potential yields.
6.3.1 Preparation 6.3.2 Yields Appendices Appendix 1: Fish classifications Appendix 2: Availability and Seasons Appendix 3: Average samples of fish prices at Billingsgate
The Independent Fishmonger, whether operating from shop premises, mobile shop or a market stall, is part of a wider industry which has been influenced by a number of factors leading to a general overall decline in the last 30 years. Some sectors of the industry have however faired better than others. Although the picture is one of long term decline there are substantial year on year variations which in turn have differing effects on the various sectors of the industry. The Independent Fishmonger has however probably suffered more than other sectors with many high street shops disappearing from the map. In the last 20 years there has been a net reduction in the number of retail outlets in excess of 6000 representing a decline of over 75%. This note is intended to provide an overview of the independent retail operation and the factors which have directly influenced the trade in more recent years.
The prevailing trend in levels of fish consumption had since the 1970's been one of decline. This had been partly due to a decline in the availability of stocks, the "Cod Wars", and battles over exclusion zones. These all played a part in destabilising the market. More recently the trade's governing bodies and EC regulations have gone some way to reversing the stock problems. This, coupled to an increase in the popularity of fresh fish, partly brought about by the greater emphasis on health awareness, resulted in an upturn in the market in the later part of the eighties. This trend has not, unfortunately, been carried on into the nineties and trade sources advise that sales in the current market are depressed. A considerable amount of effort has been put into increasing public awareness and improving the public's perception of fish as a viable alternative to meat, poultry etc, and to convincing the modern consumer that fish can be as easy to prepare as any other modern convenience food. Following the Government's admission that the cow's disease BSE could be linked to Creutzfeldt-Jakob disease (CJD), the human equivalent, trade newspapers initially reported increasesd sales of fish of as much as 20% in some areas. Statistics show that the major consumer still tends to be the household where the housewife is over 55 years but the trend for "healthy eating" has opened up the younger market. The industry has also tried to capitalise on the public's greater awareness of more exotic foods brought about by increased foreign travel, and also to cater for the preferences expressed by the large and divergent ethnic communities in the country today. There is a tremendous variety of fish available on the UK market. A general guide to some of the more common fish classifications can be found at Appendix 1 to this note. Improved image is seen as an important factor in today's trade, to keep ahead of the competition, especially from the large multiples. Attractive presentation, a good sales technique, and a wide variety of stock can increase turnover and improve profit levels. The industry has a number of bodies which offer support from catching to the point of sale. The most notable are the Sea Fish Industry Authority (SFIA) and the National Federation of Fishmongers (NFF), both provide a wealth of material and advice for the retailer. If the independent fishmonger is not to disappear altogether they must adapt to the prevailing trading conditions of the nineties. For those that are able to make the transition the ability to make reasonable profits still exist. Many have for example, chosen to cater for a wealthier clientele at the upper end of the market, others to concentrate on supplying the requirements of the private catering, hotel and restaurant industry. Obviously each individual retailer must be looked at on their own merits. Research has shown how wide and varied average yearly sales turnover figures can be therefore it is difficult to provide guidance for Inspectors. The level of turnover of any individual shop will be dependent on a number of factors; the location of the shop, the customer base, whether mainly cheaper fish are sold or whether the fishmonger has diversified and stocks a wider range of more exotic varieties. Recent research suggested an average sales figure of around £4 per customer but the trade consider that this figure is on the high side. For example a business with a £1.65 million turnover, concentrating on volume trade was quoted as having an average transaction figure for individual rather than contract customers of £2.75. An independent fishmonger situated in Kensington however might achieve an average of £5 per sale. There are no hard and fast rules but a range figure between £2.70 and £4.00 may be taken as a guide. There is no VAT on the sale of fresh fish. The fishmonger operating from a stall as opposed to shop premises may work on lower profit margins. Again research suggests that a wide range of average annual turnover figures may be achieved. The average sale per customer is around £2.50. The largest threat to the independents come from the large multiples. The following illustrates the changes in the market share of household purchases in Great Britain since 1991: Market Share %
These figures produced by the SFIA clearly illustrate the marked decline in the market share of the independent fishmonger but even by 1994 they commanded less than 50% of the available market.
3.1. Fish Supplies The independent fishmonger is able to obtain supplies in a number of ways:
3.2. Port Auctions Only a minority of fishmongers who are perhaps located close to one of the main ports will buy directly from a port auction. Some ports require that a substantial bond be deposited and this often deters the smaller buyer. There are advantages and disadvantages from buying direct from the Port Auction: Advantages
Disadvantages
3.3 Port Merchants It is more likely to be the Port Merchant who purchases at auction. The Port Merchant may be a large firm operating from a factory which has facilities for freezing, however most are quite small and operate from stands in covered sheds, known as pontoons, on the quayside. The Port Merchant fillets some of the fish and arranges for transport to an Inland Wholesaler. They may also supply fish to a few local retailers, providing delivery services for those within say 20 miles. The trend is however for retailers to purchase from the Inland Wholesaler. Sometimes in smaller ports the Port Merchants will buy in not only fresh fish, but also frozen and processed lines, such as kippers, from other sources. These will help satisfy the requirements of their local fishmonger for a wider range of product. Most Port Merchants tend to specialise in a restricted number of species only, but the existing distribution network allows for the easy transportation of fish from one region to another. By purchasing from a number of merchants at a variety of ports, fishmongers are able to avail themselves of the full range of fish required. Ordering from the Port Merchant normally takes place by telephone. The fishmonger ordering mid to late morning for supplies they will require for the following day. Supplies obtained from a Port Merchant, generally have better terms than say from an Inland Merchant. 3.4 Inland Merchants and Markets Inland Merchants are usually found in major cities where they may often be congregated in large wholesale markets. Billingsgate is the best known of these markets but others can be found in: England: Birmingham Bradford, Coventry, Halifax, Leeds, Liverpool, Manchester, Nottingham, Sheffield, Wolverhampton. Scotland: Glasgow. N. Ireland: Belfast. The Inland Wholesaler usually operates from an established fish market, though there are some who provide regular supplies to retailers in areas distant from the established market. In most of Scotland and parts of England and Wales there is no wholesale market established as retailers traditionally use Port Merchants. Inland Merchants may obtain their supplies from abroad as well as from all over Britain and they can therefore offer the fishmonger a wide choice as well as maintaining supplies during periods of shortage. Like the Port Auctions the markets open very early. If the fishmonger undertakes to purchase his supplies in person it again means a long day, however the markets are not auctions and generally business can be conducted more quickly. More and more fishmongers depend on telephone ordering as they can not devote the time to attend a market and most merchants provide a delivery service. The decline in the numbers of independent fishmongers has had an adverse effect on the wholesale merchants and markets. To avoid failure these too have had to diversify and seek a wider customer base, e.g. catering outlets, resulting in a move from fresh to frozen and or processed fish. Some have themselves become involved in the preparation of fish, i.e. trimming and processing, and can now offer the fishmonger a range of frozen fish either whole or filleted. Such goods are normally available all year round and can prove useful when supplies of wet fish are at a premium, perhaps when supplies have been affected by adverse weather conditions. 3.5 Independent Fish Wholesalers Independent Fish Wholesalers operate in most large towns and will supply a wide range of both fresh and frozen fish to retail and catering outlets in the surrounding areas. In certain circumstances, where there is a reasonable degree of competition some wholesalers may choose to direct their trade at a specific market e.g. the pub and hotel trade, fish and chip shops or the independent fishmonger. One disadvantage from which the independent wholesaler will suffer, is that unless his operation is substantial, he will not be able to provide as wide a selection of fish as the market. Given reasonable notification however most independent wholesalers can fulfil most orders. Again independent wholesales will provide a delivery service and the bulk of business is conducted by telephone. 3.6 Frozen and Canned Processors/Distributors Foods which have been processed in some way e.g. frozen fish portions, are known in the trade as "value-added products". These are convenience foods and are normally the province of the supermarket but many retail fishmongers have considered expanding into these lines. Many of the large coastal processing companies have set up inland depots which trade along similar lines to independent wholesalers. They may have a certain amount of autonomy from their parent company. It is likely however, that they will be obliged to carry the products of the parent company and to give them prominence, even though they may carry other companies ranges. Retail fishmongers would therefore contact a processor or distributor who, through their sales staff, will advise the fishmonger with regard to the range of product, price, available discounts, and delivery. 3.7 Specialist Importers There are a number of companies who specialise in importing rarer varieties of fish into the UK. The increase in overseas holidays coupled with restaurants in the UK offering a wider selection of cuisine from all over the world, has meant that the public in general are more willing to experiment with unusual varieties of fish. In addition, where a fishmongers customer base is comprised of people from particular ethnic communities, custom may dictate the need for supplies of a more exotic nature. An astute fishmonger should be able to exploit the increased demand for more unusual fish. 3.8 Types of Supplies Most fishmongers will purchase from a number of different sources in order to obtain the widest possible choice of stock at the most advantageous prices, whilst ensuring that they maintain a steady flow of supply, regular deliveries, and quality of product. As telephone purchasing is now the norm in the trade, it is important that the quality and weight of the delivery is checked on receipt. Many fishmongers are able to return poor or low quality fish to the wholesaler, this is however not always possible and some fishmongers are supplied on a "take it or leave it " basis. Fish are generally available for purchase in the following recognised forms: Wet Fish Some varieties of fish purchased wet might have undergone further preparation by the wholesaler who can supply a variety of cuts of fish for example cod steaks, haddock steaks or cutlets. These can be supplied in vacuum pack or controlled atmosphere packs (CAP) as they are known in the trade. Most varieties of fish are available fresh or 'wet'. Frozen Fish Frozen fish may be supplied as a single whole fish or in blocks of fillets, again either with the skin on or off. Blocks can be supplied in a form known as 'Shatterpacks' which are basically blocks of interleaved fillets, or as individual 'quick' frozen fillets (IQF). Wholesalers may supply frozen products which have been further processed known as value added products (VAP). These might consist of a variety of cuts such as: steaks, cutlets, portions made from fillets but of specific size/weight, loins, tails, or minced fish. Shellfish and Live Fish Smoked Fish Hot smoked products need no further cooking and are sold ready to eat. These include: herring (buckling), cod's roe, eel, haddock (Arbroath Smokie), mackerel, oysters, sprats and trout. Cold smoked fish products, except salmon and trout, require further cooking before eating. These may include: cod, haddock (finnan and golden cutlets), kippers (herring) and bloaters, salmon, trout and whiting. Other Miscellaneous 3.9 Quality of Supplies The largest demand in the wet fish market remains the fish fillet. The fishmonger can obtain these from the supplier either already filleted or whole. Supplies of filleted fish normally come in non-returnable boxes. These will usually be in weights of one, two or three stone. On the other hand whole fish are usually in four, five or six stone containers. Around 60% of all fish supplied to fishmongers have been pre-filleted. The quality of supplies received is of prime importance to the fishmonger. Wet fish deteriorate rapidly and care in handling and transportation is vital to avoid spoilage. As most fishmongers purchase by telephone they are dependent on their supplier to ensure the quality of product is maintained, however deliveries should be checked not only for quality, but also for weight, as it is not uncommon for fishmongers to suggest that suppliers deliver underweight.
4.1 General A minority of fishmongers may still operate on an averaging system whereby they apply levelling and averaging of retail prices, reacting to the prevailing laws of supply and demand. This pricing method is risky and may involve having to stand losses. Most successful fishmongers in fact follow the market and will attempt to achieve their margins whatever the price of fish maybe. Occasionally they may relax policy when prices are exceptionally high. This policy of following the market may in fact lead to pricing on a daily basis. as their retail prices will be strongly influenced by their wholesale source. Prices will also be influenced, as with any other retail trades, by competition, not only from other fishmongers, stall holders or market traders, but from supermarkets and alternative trades such as the butcher or poulterer. The market stall holders in an area, having low overheads, can influence the prices of local fishmongers. There is probably less of an effect on prices from competition from "multiples", i.e. supermarket chains as their customer base does not tend to overlap. Neither the normal prices charged by independent fishmongers, nor further price reductions would be likely to attract the multiples customers . The pricing policy of a fishmonger involves them in a balancing act. They need not necessarily seek to undercut all main competitors, all of the time, on all lines. They should realistically try to achieve an average gross profit margin which will be sufficient to cover costs and to give enough net profit to make the business a worthwhile investment. The fishmonger's experience in price setting is therefore all important, too high and they will lose customers and experience a drop in volume of trade, too low and he will not make a profit. A reasonably high mark up is however usually required due to the amount of processing involved and the risk of wastage. NB: Wastage refers to loss of weight through processing as opposed to deterioration or shrinkage. Wastage will be covered separately but it is important to note that there are considerable losses in gutting and filleting. Even at the retail stage this can amount to as much as 60% by weight for smaller fish. The wastage on fillets, caused by deterioration should amount to no more than 2% by weight. There may be some additional wastage due to overbuying but again this should be minimal. Fish bought whole by the customer are often filleted as part of an after-sales service and this means that the weight loss is transferred to the customer. In such cases the retailer usually includes in his price, a small charge for this service. Wastage from processing varies depending on the species of fish. A flat fish may loose 50% of its weight during processing whilst a fish such as salmon may loose only in the region of 33%, yielding 67%. Perpetration and potential yields are discussed more fully in Section 6 of this note where conversion tables are provided which convert landed weight of whole fish to its equivalent weight as fillets. The figures illustrate the wide variations according to species. The figures in the tables are averages and may be subject to seasonal variations. If it proves difficult to quantify wastage precisely a rule of thumb figure might be around 45%. 4.2 Cost Plus This is a fairly straight forward pricing method although it requires the fishmonger having a shrewd idea of his total anticipated business outgoings. Basically the trader adds to the purchase price of the fish a specific percentage to cover all his business overhead costs, plus a profit margin. Most fishmongers should have an idea of both fixed and variable costs and where there break even point is reached. 4.3 Perceived Value As with any other retail trade the perceived value is the price the customer is prepared to pay for the product or commodity on offer. The perceived value is not constant but dependent on a number of continually changing factors for example:-
In whatever way the retailer sells his fish, he expects to make roughly the same final margin. It is possible to achieve an overall gross profit rate as high as 33% where supplies are obtained in bulk from the Port Merchant and retail prices are at the top of the market. This rate is usually achieved by multiples who normally work on higher margins. The independent fishmonger, according to trade sources, is more likely to aim for around 30% and, after allowing 2% for loss through deterioration, normally achieve a margin in the region of 28%. It is only partially true that independents pay more for fish than multiples. The wholesale price is governed by the auction price and the differential for buying in bulk is small. The most recent information available from the Central Statistical Office shows the following average Gross Margins for fishmongers, the turnover to stock ratio is also quoted:
Discussions with trade sources suggest that the 1990 figure is still about right five years on, there might even be some indication that drops in wholesale prices have allowed retailers to charge higher gross margins. Where a retailer bypasses the inland wholesaler and buys direct from the Port Merchant they should be able to charge lower prices. In doing so they cut out the wholesaler's margin and save themselves transportation costs. If they charge lower prices, their GPR will probably not differ from other retailers although it might be reasonable to expect an above average turn-over. It is important when inspectors examine invoices that they do not compare purchase invoice prices and sale prices as this may not allow for an element of weight loss following processing and may indicate higher margins than the retailer is in reality achieving. A simple illustration might be that the invoice shows that the trader purchases cod at £1 / lb. and observation of the sales price indicates that cod is sold at £3 / lb. It would be easy to jump to the conclusion that the trader was making 66.66% gpr however this would not be the case. The fishmonger would process the cod, say with skin, yielding 44% therefore after processing the trader has effectively paid £2.27 per lb. reducing the profit margin to 24.3%. For general information Fish and Seafood Wholesalers return average Gross Profit percentage as follows:-
Shellfish will generally give a higher rate of gross profit than wet fish as wastage is minimal and inedible portions are passed on to the customer. Shellfish are customarily sold by the pint, although this is increasingly changing to sale per lb. or kg. One traditional outlet for shellfish is the market stall, commonly set up in pub forecourts, margins tend to be higher than in shops. Gross profit rates on shellfish are about 40-45% in shops, and 60-65% on a stall.
A general understanding of the types of sales techniques and business strategies employed by fishmongers will allow for a more informed approach when deciding whether poor results, reflected in accounts, are as a result of genuine trading problems. In most retail trades similar factors tend to influence the success or failure of a business and the fish retailer is no different. Plenty of advice is available through the NFF and the SFIA on the perceived recipe for success, and it may be useful to be aware of some of the main features, which amount to sound business sense. 5.1 Experience. How experienced is the trader? Years of experience in any trade will normally give a trader the edge on business acumen, sales techniques and general ability. Examples of such skills might be:-
5.2 Location and customer base. 5.2.1 Customer Base Identify the traders customer base, including both the existing and potential market. As with other retail trades, the fishmongers customer base will be dictated by the location of his premises, i.e., in the high street, a suburban shopping precinct, weekly market etc. You might consider the following types of questions:- a) Is it a working class or up market area? b) Is there good employment? c) Are there ethnic communities with different dietary preferences.? d) Are there large numbers of younger people? e) Are there large numbers of older people? f) Are there marked trading patterns? g) What is the competition? h) Is the shop convenient, clean and attractive? Be aware of external factors which may adversely affect the trade of the retailer, such as the loss of a local factory with the resultant impact on the disposable incomes of the customer base. Alternatively the building of a new housing estate would attract new custom and new money to an area. 5.2.2 Location With regard to location consider:- a) position in the street b) the closeness and proximity to competitors c) closeness to other types of retail outlets which might act as a boost to trade i.e. greengrocer d) ease of access by public transport / parking facilities e) with mobile vans, the type of area / housing estate, whether the van is on a permanent or semi-permanent site f) with market stalls, whether in a prime or secondary location and again the nearness of competitors 5.3 Promotion, advertising and public relations. The SFIA advise traders that as the customers initial opinion is usually formed by the window display these can make or break a sale. A lot of food purchases are made on impulse, so eye-catching displays can be of particular importance and should be creative and attractive. The quality of the product should make an immediate impression on the potential customer. A visit to the premises will help you assess whether the retailer is actively trying to promote business and with what level of success. This should ultimately reflect in their business profits. Be aware of the potential for tie-in sales such as cookery books, fish utensils, sauces , herbs and garnishes, etc which should be reflected in sales. Ask about special promotions which may have taken place in the trading year. Some of these may be as a result of national campaigns such as a TV campaign run in the late summer and autumn of 1994. Other promotions are often the result of the individual traders own initiatives. All this will have an effect on turnover levels and therefore should be capable of being identified through sales figure patterns. There should be an identifiable surge in turnover levels, possible trailing off to a sustained but potentially higher level than before the promotion. The objectives of price promotion may be one of a combination of the following:-
The more popular types of promotions used in the trade and the ones to look out for when discussing this aspect with a retailer might be:-
a. Price promotions. These are fairly common with perishable foods and can be linked to the availability of supplies. For example, when supplies are good and purchase prices low. Price cutting acts as an incentive to gain market acceptance and/or increase sales volume quickly. At the end of the promotion period normal prices are usually restored. This type of promotion, straight price cutting, does not necessarily encourage wider purchasing. Therefore to increase the number of lines sold, a trader may try a promotion where if a customer purchases product X, they can buy product Y at a discounted rate. Thought must be given as to how any promotion or discounting policy will effect profit margins. A snapshot during a promotion offering discounts, may result in a short term depressed margin. Traders are not in business to give money away and any such promotion should ultimately be self financing, and will have little effect on achievable GPR's over a 12 month period. b. Other types of promotions. These might involve money off vouchers, quantity discounts e.g. freezer packs, tie in promotions to non fish products etc. 5.4 The Premises In recent years the buying public has become used to the clean, bright, and often clinical atmosphere of the supermarket/hypermarket. By comparison many existing fishmonger outlets suffer from a rather drab image and as such are perceived by the consumer as rather malodorous and grubby. It is possible that sales levels can be adversely affected by a poor image. On the contrary, a clean well laid out shop, will attract more custom. Many independent fish retailers have therefore modernised and refitted, thus increasing their turnover levels. Again a visit to the premises is prudent. This is necessary to assess the image and layout of a shop, or the location and layout of a stall, as either may have a direct bearing on the level of turnover and the type of clientele. The SFIA provide advice to retailers on image and layout, suggesting that ideally premises should be divided into two distinct areas, one for sales and one for storage and preparation. A standard layout would therefore consist of the sales area where, ideally. there would be ample room for customers to move freely, and with a highly visible product display unit. The display unit or area would have traditionally been a marble or concrete slab, but it is now more likely that modern refrigeration equipment will have been installed. The preparation and storage areas are likely to be out of public view. The use of modern equipment, efficient storage and preparation techniques should cut down on the loss of profit through wastage.
6.1 Handling Fish is a highly perishable commodity which if it is not handled properly and kept in the optimum conditions by the fishmonger, is subject to deterioration, damage and/or loss of shelf. Deterioration due to spoilage may often form an integral part of discussions between the Inspector and retailer, therefore it is important to have some understanding of handling and storage techniques. The details which follow are derived from advice provided by the SFIA and should be followed by all good fish retailers. If a retailer departs from the norm, resulting in higher than expected wastage through deterioration, close questioning as to handling and storage techniques may be required and any explanations tested. 6.1.1 Spoilage The actions of enzymes and bacteria's cause spoilage from the outset, as soon as the fish dies it starts to deteriorate. Nothing can be done to stop this deterioration, however temperature control can assist in slowing the rate. The higher the temperature the faster the fish will spoil. 6.1.2 Temperature control Guide to rates of spoilage applicable from moment of capture:
Even fish kept under perfect conditions will have deteriorated by the time it reaches the retailer. The retailer has little control over the quality of the fish they receive, however the fishmonger should check the quality of deliveries from suppliers, especially where telephone orders have been made. Bare in mind that there will be competition amongst wholesale suppliers for retail trade and therefore it will be in the wholesalers best interest to try to ensure quality of produce. It is therefore of vital importance that the retail fishmonger recognises the importance of temperature control and maintains his stock at between 0 degrees C to +4 degrees C as bad practices and poor temperature control may result in spoilage and waste. It is unlikely that poor quality fish could be saved by freezing or smoking. Any fish of poor quality should be discarded. 6.1.3 Handling and storage The following are regarded as best practices by the SFIA for the storage and handling of various categories of fish:- Wet Fish
Smoked Fish
Frozen Fish
Below is a rough guide to maximum storage periods at -20 degrees C FROZEN White fish 4 months Oily fish 3 months Smoked fish 3 months Oysters & scallops 3 months Cooked crab & lobster 2 months Cooked fish dishes 2 months Prawns and shrimps 2 months Thawing frozen fish It is not generally recommended that frozen fish be thawed to be sold as wet fish. If it becomes unavoidable the following points should be considered:
Live Shellfish
Cooked Shellfish
Canned & Bottled Fish
Delicatessen Fish Products
Dried Fish Products
Salted Fish Products
6.2 Storage equipment Many independent fishmongers have been obliged by the 1990 Food Safety Act to introduce new fittings and equipment. The major equipment and fittings which you may come across are as follows:- 6.2.1 Display units The main feature of any sales area of an independent fishmonger will be their wet fish counter. As previously stated the old fashioned marble or concrete slabs are now being replaced by modern units with built in refrigeration. Some fishmongers who can not afford the outlay may opt for stainless steel slabs used in conjunction with ice. If slabs are angled they allow for better presentation and drainage of melt-water. Proper use of the refrigeration units in terms of temperature control can have a dramatic result on the improvement of the quality of the fish on sale. On the other hand if the refrigerated display units are not properly used, slow freezing of the fish can occur resulting in dehydration and a general lustreless appearance. Fishmongers would however be expected to ensure that display units are properly maintained, in as much as the accuracy of thermostatic controls should be checked on a regular basis. Fish in such display units are normally maintained at a moist 0 to 4 degrees Celsius. Display units will also be used in conjunction with ice. 6.2.2 Ice machine NFF literature suggests that the quality and temperature control of wet fish continues to be best controlled by the plentiful use of ice. Many retail outlets may therefore have invested in an ice maker of which there are a large variety on the market. 6.2.3 Chill store A chill store designed to hold wet fish at a temperature between 0 and 4 degrees Celsius is the most likely type of storage facility to be found on the premises of a retail fishmonger. The chill store should not be confused with the less common cold store which is designed to keep frozen fish in at a temperature of around -20 degrees Celsius. Chill stores can come in a number of different forms. A shop with a high turnover requiring substantial storage facilities may have a walk in store room. Alternatively a smaller concern may have a free standing unit of similar size to domestic upright or cabinet freezers. In both types of units the temperature control and holding specifications are of primary importance. The interior would normally be made of stainless steel ,divided into a number of drawers to allow for ease of separation of different species of fish as well as often for separation of different stock deliveries. As with display units it is normally recommended that the chill store is used in conjunction with copious amounts of ice to avoid drying out of the fish. Controlling temperature maximises quality and minimises wastage. 6.2.4 Freezer cabinet Freezer cabinets are becoming more widely used amongst independent fish retailers as there use can allow the retailers to increase the variety of products they can offer their customers. Choice of units is wide. It will always be important with freezer units to take care to rotate stock. 6.2.5 Other equipment The following may also be commonly found in a well equipped retail outlet:- a) Insect control units in the sales and preparation areas. b) Many fishmongers may have invested in digital weight and money scales so that the customer can see the weight and cost of each purchase. c) Electronic tills, from the wide range available to the retail trade generally. 6.3 Fish preparation and potential yields. 6.3.1 Preparation Some knowledge of fish preparation may assist inspectors in discussions with fish retailers, especially where challenging levels of wastage. Most customers will expect some preparation to have taken place and a reasonable level of skill will be required. Experienced fish mongers should have acquired such skills over the years and should not suffer high levels of wastage in preparation. Junior staff should be supervised to avoid unnecessary waste. Detailed information on fish preparation is available to Inspectors and Compliance Officers from the Business Information Unit on request however a glossary of some of the more basic terms and techniques has been included in the following table:-
6.3.2 Yields The following tables are taken from information provided by the NFF and give figures for converting fish to weight of fish products. Whole fish is taken as gutted with head on, except for dog fish, herring and salmon which are normally landed whole, ungutted. The figures assume preparation skills of a good commercial standard. Conversion tables such as these, showing the average yields of fillets etc for some of the more common species, can assist the fishmonger when working out costs and pricing levels. Seasonal variations can occur. Table 1. Fillets To convert net landed weight of whole fish to equivalent weight as fillets:
For those species for which the equivalent weight as fillets is either not available or inappropriate, conversion factors are given for weight of the edible portion from the landed weight. Table 2. Other
Thanks are due in particular to the Seafish Industry Authority, who gave permission for information provided by them to be printed subject to copyright, and to The National Federation of Fishmongers, for their assistance in the preparation of this note.
FISH CLASSIFICATIONS For normal purposes fish are described as:
Fish can also be categorised in a number of other ways.
Round and Flat - refers to the main different shapes of white fish. Round live near the sea-bed e.g.. cod. Flat fish live actually on the sea-bed, e.g.. plaice. Pelagic and Demersal - Pelagic fish swim near the surface and are usually found in shoals. They are normally oily fish e.g.. mackerel. Demersal species live on or near the sea-bed and are classified as white fish, e.g. lemon sole , coley. Bony and Cartilaginous - These are biological names and need not concern us. Crustacea and Molluscs - These are the two main biological groups of shellfish. Prawns, crabs and lobsters etc are crustacea; mussels, cockles and oysters etc are molluscs. Freshwater - Freshwater fish are caught on inland waters or are bred as farm fish. The main commercial species can all be classified as oily fish, e.g. salmon and trout. Exotics- This is a term currently used to describe species generally new to the UK market. They may be imported, e.g.. snapper. trevally and hilsa but some can be found in UK waters. The charts below show the classification of more than 50 species readily available to the UK fishmonger, the majority are caught in British waters. Note that The Food Labelling regulations 1980, specify the names by which fish must be called. Some species have alternative names given in brackets. Classifications are denoted as follows:-FISH CLASSIFICATIONS
Exotics Increase in foreign travel and cuisine coupled to the specific needs of some ethnic groups has lead to the requirement to supply more exotic species. Some previously deemed exotics have become widely available and acceptable to the majority of consumers ; species such as: tunny, shark, swordfish, squid, cuttle and octopus. Not all exotics are imported some are readily available in UK waters but may not have previously been considered the most popular of species or appropriate to more traditional tastes. Other varieties cater for the more specific needs of ethnic customers. The list of species which follow is not intended to be comprehensive but merely a list of the more popular fish either imported or caught in UK waters and the main ethnic groups.
AVAILABILITY AND SEASONS Weather conditions at sea can affect the level of catches and therefore the availability and price to the fishmonger. This will be particularly true in winter months. The quality of fish often varies with the seasons too, primarily due to breeding cycles which obviously differ from species to species. The following chart shows the months when the more common fish mentioned earlier should be at their best.
Fish prices at Billingsgate (£ per stone) The price of fish varies according to its quality and size, and there are considerable differences in the prices charged at various UK markets. The prices given below are only a rough guide to what might be paid by an Independent Fishmonger on a sample of fish, wet (unfrozen), details on other varieties and for other dates are available on request from the Business Information Unit.
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