RETAIL DISTRIBUTION 



Fresh Fish and Shellfish 



Only stores handling fresh, frozen packaged, or smoked fish were 

 interviewed in this study. Fifty-four percent of the retailers questioned 

 sold fresh fish; the proportion was considerably higher in Washington and 

 Oregon than in California. For example, 6? percent of the supermarkets in 

 California sold fresh fish as compared to 100 percent in the other two states. 

 The over-all percentage of each kind of store handling fresh fish in southern 

 California was even lower. This is significant when considering the large 

 potential market for fishery products there, 



"Not properly equipped" was the reason most frequently given by re- 

 tailers for not stocking fresh fish. However, about 8ii percent of the stores 

 not selling fish handled fresh meat and consequently had refrigeration equip- 

 ment. If given proper encouragement and instruction by wholesalers, many' of 

 these stores might be induced to sell fresh fish and shellfish. 



Of the stoics stocking fresh fish and shellfish, nearly all sold 

 salmon, most sold halibut. Crab and rockfishes were handled by ^ and 71 per- 

 cent of the retailers, respectively. 



Most of the retail stores purchased their fresh fish on a delivered 

 basis from a local fish wholesaler. A large number received only one delivery 

 per week. This results in either poor quality fish during most of the week or 

 an inadequate over-the-week supply. Neither alternative is conducive to in- 

 creased fish sales. 



Percent 

 60 



Deliveries per week 



n r 



m 



Less When 

 than wantied 



one 



FIGURE - 8. —Percent of all stores receiving fresh fish 

 deliveries, by number of deliveries per week. 

 Pacific Coast States, 1955 



11 



