Everyone is excited for the opening of Cranford Fish Stand, located at 200 South Avenue East, this Thursday, October 19! We spoke with owners Jill Sabochick, John Sabochick, and Kevin Pipchick earlier this summer to find out how they differ from other markets, why they chose Cranford, and how they plan on making fish fun! While talking over coffee about this new fish adventure – I quickly realized that this group of friends are seriously having a great time working together! Jill, John, and Kevin all worked at a small business software company prior to 2014. They moved around from city to city together and finally ended up in Jersey City! While living in JC, the friends realized that they craved fresh seafood. Fish markets in NYC were in an abundance, but they found a lack of fresh fish in this downtown area. John commented, “We just said, we should do this!”
They all wanted to provide a product that was sustainably sourced. They found local people in the industry who were able to inform them where the fish came from and where it was caught. Since everyone was in a small business together, their entrepreneurial spirit was a huge asset! The friends began their fish business at the local farmer’s market in Jersey City. Their fresh product became in high demand and the business expanded in 2015. They opened up their first store, Jersey City Fish Stand, approximately one and a half years ago. Because of the popularity of fish markets and consumers craving to know more about where their meals come from – Jersey City Fish Stand was recognized locally in a Summer 2017 issue of USA Today!
The owners are now ready to take their exploding business to other areas of New Jersey and Cranford is lucky enough to be the site of their second store! Jill attributes the popularity of the fish market business to the fact that “people are obsessed with sustainably-sourced fish –where it came from and how it was caught.” “The industry is so interesting right now with customers wanting to be informed with purchases!” she remarked. The goal for their Cranford Fish Stand is to truly provide the customer with a unique shopping experience.
They want you to embrace the concept that “fish is fun!” There are so many types of fish to encounter, that over the course of the year -over 200 could make their debut at Cranford Fish Stand! The menu will rotate based on the season and “what’s catching”. John explained that there are a lot of fisheries that they work with and they hand select from those distribution sites. “Everything is provided fresh, never frozen. We only bring in enough to sell within 24 hours. This is what makes us very unique – the fact that our menu is changing daily!”
Their staples will be salmon, bass, and scallops. Clams and oysters will often come from Barnegat Bay, NJ as well as other fisheries in Point Pleasant and South Jersey. The owners will supplement local fish with selections from Southern Atlantic, Gulf, West Coast, and Alaskan fisheries. Each day there will be approximately a dozen varieties in their front case.
So, what can you, the customer, expect when you walk through the doors of Cranford Fish Stand? Jill remarked that they want you to have a “personal walk-through experience”. The employees will guide you through your selection, the origination of the catch, and provide cooking techniques for each choice! She commented, “It’s a true personal shopping experience when you walk in the door – with fish!”
Cranford Fish Stand will also have specialty grocery items and oven-ready, prepared sides. Customers will be able to select side dishes, produce, marinades, soups, dips, and spreads. The owners want you to enjoy one-stop shopping for your meal. Once your fish has been chosen, you will be able to leave the store with everything that will complement the highlight of the meal! Jill commented that “people may not know that seafood is extremely easy to cook. We make it so you can choose a simple recipe or a more intricate version!”
Why did they choose their second location to be in Downtown Cranford? “We chose Cranford because it was a destination spot”, mentioned Kevin. It just so happens that Kevin grew up in Cranford and his family and friends still reside here! However, it wasn’t just the hometown draw that landed them their fish market in quintessential Cranford. Kevin commented that the “cultural and food scene is thriving!” “Everyone, young and old, is invested in the town. Small businesses are welcome and everything is local and unique. Hopefully the trend will continue on an upward swing! We feel the town will support us in this movement and this is our total motivation!”
Please join Jill, John, and Kevin as they open their doors to Cranford this Thursday, October 19. All information can be found at their Facebook Page, Cranford Fish Stand FB. There will be a ribbon cutting ceremony that begins at 4:00 pm followed by a reception from 5:00 until 7:00 pm. New customers can enjoy light hors d’oeuvres, prizes, and of course…FISH!! The fun of fish is picking it out – let them make it an experience for you! In Cranford – everything is fresh, sustainable, and local!