Wolverhampton fishmonger is netting new business online

There was a time when the only net a fishmonger was interested in was the one used to catch seafood.

But for Wolverhampton's Jonathan Spencer, the internet also plays a vital role in keeping ahead of the competition.

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He has been running J and J Fresh Fish for the last 24 years and has recently launched a website for customers to find out about stock and contact him with any special requirements.

The 48-year-old, from Langley Gardens, Merry Hill, has just enjoyed his best year since 2006, and says trade is making something of a comeback after a few tough years.

"A few years ago the price of fish went through the roof, but now it has stabilised a bit," he says.

He also says people, particularly parents, are becoming more discerning about what they eat. "Many young people will not touch fresh fish unless they have been brought up with it," says Jonathan. But when they have children of their own they begin to see the nutritional value.

"The good thing is, it has been consistent through the recession, it hasn't affected me one bit. There are still people out there who want good food to eat, and things are looking up."

His website, www.jandjfreshfish.co.uk, enables people to email him with any special requests, although he says he will speak to them on the telephone first.

"It is not simply a case of saying 'can I have six lobsters please, delivered by the next day', because I might not be able to get them. When you're dealing in fresh fish, it depends what has been caught."

His day usually starts with a 5am call to the Wolverhampton wholesale market in Monmore Green. "A lot of them are the wholesalers who are delivering to the chip shops," he says.

Jonathan orders most of his fish the night before, but he will have a look around in the morning for a few extra additions to his van. Selecting the best fish can be quite an art.

"You have got to look for a shiny skin and a fresh smell, but sometimes it depends on where it has come from," he says. "For example, the Icelandic cod has beautiful white flesh, but it is not as good as the English cod. The English cod doesn't look as good, but it has the better taste."