56 FISH AND GAME COMMISSION 



FISH EXCHANGE UNIT 



The activities of the Fish Exchange unit of this bureau were 

 brought to a close on June 30, 1935, as required by the Statutes of 

 1933, Chapter 825. 



During the fiscal year 1931—1935 the activities of the Exchange 

 were increased. An additional supervisor of fresh fish marketing was 

 appointed and took charge of the work in southern California. 



A very extensive publicity campaign was carried on to acquaint 

 the public with the valuable health-giving minerals of fresh fish by 

 furnishing to the dealers, for general distribution to their customers, 

 the pamphlet "Reasons Why You Should Make Tuesday Fish Day 

 Too." An animated exhibit was shown at the following fairs and food 

 shows Avith an attendance of more than 1,700,000 as indicated below : 



Northern District 



Recipe 



Attendance Pamphlets books 



San Joaquin County Fair, Stockton 135,000 1000 1200 



S.-K'i-amonto State Fair__ — 453,000 5000 2400 



San Francisco Food Show 161,742 8100 500 



S -(snicirs Carnival, Oakland 24,000 2300 10 



Southern District . 



Los Angeles ('(Hinfv Fair, ronioiia 445,000 0500 2000 



Southern California lietail (Jrocers Association 



Food Show, Los Angeles 255.000 8200 40 



National Orange Show, San Bernardino 203,000 9850 106 



^^'estern Sports Show, Los Angeles 14,000 3300 10 



Ralph's Food Show, Burbank 25,000 5200 50 



The total amount of pamphlets distributed diu-ing the year ending 

 •I line 30, 1935, was as follows: northern district 58,614; southern dis- 

 trict 153,452. 



At the food sliows a home economics instructor was employed to 

 give continuous cooking demonstrations of the many varieties of local 

 fish. These demonstrations attracted chefs, public school domestic 

 science teachers, trade school teachers and thousands of housewives 

 who were eager to learn how to prepare sea foods. 



During the year all handlers of fresh fish were visited, some of 

 tliem several times, to assist in a better and more economical distribu- 

 tion by wholesalers to retailers and by retailers to the public. Over 

 1200 retail dealers Avere contacted. Of these, 227 were chain stores and 

 722 were independent stores, 589 used mechanical refrigeration and 

 732 used ice for keeping the fish fresh ; 62 had window displays and 

 893 had show case displays. Questioned as to what fish was the best 

 .seller, 424 said sea l)ass, 311 said halibut and 251 gave salmon. Reports 

 on frozen fish sales siiowed 64 as good, 229 as favorable and 380 as 

 unfavorable. Five hundred thirty-one dealers carried fish as an accom- 

 modation and 401 dealers showed their fish sales as a profitable item. 

 Five hundred seven dealers used various forms of publicity to push 

 their sales. 



Additioiwil print iiigs of I hi' tish recipe book \v(m-c made and dis- 

 tributed. 56,888 in the northern and 53,043 in the southern part of 

 California. 



