“Lots of people are scared of fish. They don’t know what to choose, or what to do with it when they’ve got it – so that provided a great opportunity for us. We realised that through knowing our subject, we could offer a lot more than just a sales counter.”


The Hackneys also work with


the local chef, Martyn Emsen, in running their latest sideline, the Fish School, which teaches customers the basics of fish preparation. Courses are run in the day or


evening at the local catering college, and participants take home a Fish House apron, filleting knife and a fish dish they have cooked. An inspired idea, since every


customer who attends a course is highly likely to become a more frequent purchaser at the shop counter.


As the shop’s profile and


reputation has grown, so have the orders from local hotels and restaurants, which provides another strand to the business. The local caterers like the fact


that all the fish is sourced directly from Louise’s family members who work on the wholesale side – which essentially means there’s that all-important direct traceability, right back to the fishermen who landed the catch. In an age when supply chains


are becoming longer, murkier and more convoluted, this must be one of the shortest possible, from


the boat to an inland shop. With her strong background in the trade, Louise is a key part of the shop front operation, and despite hankering to get involved in the fish school side of things, she recognises that her main value is in dealing with customers at the counter. It’s for this reason that she and Andy dismiss the idea of expanding, or perhaps even franchising their strong brand. “We are always getting visitors


from other cities, asking why we don’t open in Cheltenham, or Bath


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