Or. — The Retail Fish Market 111 



learn to judge more and more accurately the true condition of the 

 fish and the probable length of time they will keep. He will 

 not, of course, endeavor to keep the fish the longest possible length 

 of time, but will bear in mind the wisdom of disposing of his stock 

 as promptly as possible, as losses from spoilage are bound to occur 

 even with the most experienced dealers and under the most 

 favorable circumstances. 



The means employed in displaying the product for sale has an 

 important bearing on the success of the effort to bring about a 

 wider consumption of fish. Many unprogressive dealers make a 

 practice of selling the fish from the package in which they were 

 received. This is usually an unsightly barrel or box, repulsive 

 to the view. Very frequently the package is one which has been 

 used on previous occasions for the same purpose and has developed 

 unsavory odors which by no means enhance the customer's desire 

 to eat of its contents. Other dealers, after transferring the fish 

 from the barrel to the display cases, neglect to remove the barrel, 

 allowing it to remain in the salesroom to give off offensive odors, 

 which drive away trade and help to make fish unpopular as a 

 food. 



Fortunately, these conditions do not obtain in markets operated 

 by wide-awake dealers. Inspiring examples of clean shops, where 

 the fish are kept in a fresh condition and displayed for sale in an 

 attractive manner, may be observed in many cities both large and 

 small. No extraordinary skill, involving secret processes, is 

 required to bring about these desirable conditions. The ordinary 

 rules of common sense, intelligently applied, will be a sufficient 

 guide to success. 



It should be remembered that, in every line of business, 

 practically all sales are consummated through the purchaser's 

 eye. In other words, most people buy "according to the looks." 

 Consequently, the fish market and display cases should be kept 

 spotlessly clean. To this end, dealers are rapidly adopting display 

 cases made of white material, which are not only attractive in 

 appearance, but are more likely to be kept clean and sanitary, 

 as the least spot of dirt or discoloration on any part of the case 

 shows glaringly and calls loudly and constantly for attention until 

 removed by one of the attendants. All tendency to neglect or 

 postpone the cleaning of the case is thus reduced to a minimum. 



