FRESH AND FROZEN FISHERY PRODUCTS^ BOSTON, MASS. 21 



both in increasing the sale of their product and in introducing it into 

 new territory". Some wholesalers, however, consider that the most 

 successful advertising scheme yet devised was that used by the Boston 

 wholesale fish dealers' combine, which selected prospective marketing 

 areas, sent representatives into these territories, and then supplied 

 them with car lots of fish at a very low cost. By this method the pub- 

 lic at distant points was given the opportunity of trying Boston fish 

 at a fraction of the price that retailers in remote markets would have to 

 obtain to cover overhead and the hazard of handling fish little known 

 to the public. Certain of the larger dealers suggest that the numerous 

 small companies now operating on the Fish Pier be organized into a 

 few large combinations for the conduct of a more profitable business 

 and the carrying out of an extensive advertising campaign through 

 coordinated efforts. 



Several firms urge a more conscientious adherence to principles con- 

 ducive to better quality and service on the Boston Fish Pier by dealers 

 themselves and advocate Federal supervision of landing and handling 

 methods similar to present-day meat inspection. The combined 

 recommendation of the trade to the Government, they believe, would 

 doubtless inaugurate this work. 



One wholesaler suggests the publication by the Government of di- 

 rections for the proper dressing and cutting of fish, saying that im- 

 proper methods of performing this work is the rule among retail 

 merchants. 



retailers' suggestions ON MARKET EXPANSION. 



Individual interviews were obtained with all retail merchants han- 

 dling fish every day in the week and constructive criticism asked as to 

 how retail sales in Boston might be increased. Out of 163 firms 

 called upon, 92 had no suggestions to offer, expressing themselves as 

 of the opinion that poor prospect exists for increasing sales since 

 Boston's fish-consuming population is largely Catholic and rarely 

 purchases fish on any day other than Friday. The plans proposed 

 by the remaining dealers are designed in general to work toward two 

 well-defined improvements, namely, bettering of quality and exten- 

 sion of effort in fish advertising. 



Dealers who consider that the business can best be benefited by an 

 improvement in the quality of fish sold are of united opinion that at 

 present the trade suffers greatly from a bad practice among one-day 

 dealers. Cart peddlers, grocers, and other tradesmen who handle 

 fish only on Friday have the practice of holding over unsold quanti- 

 ties imtil Monday, when, because these venders have no proper cold- 

 storage facilities, purchasers receive a decidedly inferior product, 

 causing the public to form the opinion that Friday is the only day in 

 the week when good fish can be had. As a remedy, dealers urge the 

 enforcement of legislation requiring cart peddlers and other lax 

 venders to observe the same rules for storage and cleanliness now re- 

 quired of keepers of fish stores, that the public may not be prejudiced 

 against marine foods by the unsightly spectacle of the modern ped- 

 dler's cart. In this connection it is significant that the dealers han- 

 dling the best quality obtainable state that they sell practically as 

 much fish on one day as another and that fluctuations in price produce 

 no discernible effect on sales. 



