Westcountry

The fishmonger is the retailer that shoppers would most like to see return to Westcountry high streets, research finds.

The British Shops and Stores Association surveyed more than 1,000 people at the end of the last year.

They found that one third of participants said their main shopping thoroughfare would be improved by a fishmonger's shop.

According to the British Shops and Stores Association, around 6,000 fishmongers have been forced to close in the UK in the last 20 years.

The association blamed this on the rising price of fish and increasing competition from national supermarkets such as Tesco and Sainsbury.

Nick Legg, Fish Deli: "The number of fishmongers is diminishing. Customers want more than a smelly average fish shop with a few slabs of cod on show. They want advice and quality."

But demand for the humble fish has recently been boosted by celebrity chefs like Rick Stein and the growing media coverage about the health benefits of eating fish.

Research has shown that eating oily fish such as mackerel, sardines and salmon on a regular basis can prevent several types of cancer, including prostate and kidney, and slow mental decline.

Nick Legg, owner of Asburton's Fish Deli, told the Western Morning News that he has seen many local fishmongers go out of business.

"The number of fishmongers is diminishing. Customers want more than a smelly average fish shop with a few slabs of cod on show. They want advice and quality," he said.

"That's what we're doing and we're thriving. We get our fish from sustainable sources and make sure it's extremely fresh.

"We don't just do fish, we fillet and bone them for the customers. We also do fishcakes and other prepared dishes."

Mr Legg also said that TV cookery programmes were helping to boost demand for fish.

A spokesman for the National Fishmongers Association said: "It's nice to think that shoppers would like to see a fishmonger return to their high street.

"It's just a shame that people are not prepared to open a business and take risks."