Sample website for Tidemark Fishmongers, a fictional fishmonger, built with AI Web Maker.
Whole fish on crushed ice on a fishmonger's slab at dawn, with fishing boats in the harbour behind

Landed at first light, on ice by seven

Tidemark Fishmongers buys from day boats and coastal fish farms every morning, and labels each fish with where it came from and how it was caught or farmed. Order online to collect, or come to the counter and we fillet, skin and bone it while you wait.

7:00the counter opens
10 minto fillet a whole fish
Every labelnames the sea area
  • Order by 14:00 for tomorrow
  • Filleted at no charge
  • Sea area on every label
  • Packed on ice to go home

On the slab this week

Each price is for the weight shown, prepared the way you pick on the card. Everything here is fish or shellfish, so every card names the allergen group it belongs to.

Two thick white cod loin portions on crushed ice with lemon wedgesWild

Cod loin, two portions

Wild, trawl caught in the North East Atlantic. About 360 g, boned. Allergen: fish.

$16

A whole silver sea bream on crushed ice with bay leavesFarmed

Whole sea bream

Farmed in open sea pens in the Mediterranean. About 450 g. Allergen: fish.

$12

Two whole mackerel with striped blue green skin on iceDay boat

Mackerel, a pair

Wild, caught on hand lines by local day boats. Two whole fish. Allergen: fish.

$7

Glossy black live mussels in a metal colander with water dropletsFarmed

Rope grown mussels, 1 kg

Farmed on ropes in sheltered coastal water and sold alive. Allergen: molluscs.

$9

Cooked pink prawns with their shells on in a bowl over icePreviously frozen

Cooked prawns, 250 g

Pond farmed, cooked and frozen at harvest, thawed for the counter. Do not refreeze. Allergen: crustaceans.

$11

A whole salmon on a long bed of crushed ice, ready for a party order

Whole fish for a party

A whole salmon, turbot or sea bass, ordered three days ahead and priced by weight on the day. Allergen: fish.

Price on enquiry

Enquire

Collecting from the counter adds nothing to the bill; for local delivery in a chilled box, the checkout adds the fee for your address. Weights are close estimates, and a piece that weighs in heavier is never charged more.

Where it was caught, and how

Every fish on the slab carries a label with its species, the sea area and whether it was wild or farmed. When a supplier cannot confirm a detail, the label says unconfirmed rather than guessing.

FishWild or farmedSea areaMethod
CodWildNorth East AtlanticBottom trawl
MackerelWildInshore waters off the harbourHand lines from day boats
HakeWildNorth East AtlanticGillnet
CrabWildInshore waters off the harbourPots set and lifted by hand
Sea breamFarmedMediterraneanOpen sea pens
SalmonFarmedCold northern coastal watersSea pens
MusselsFarmedSheltered coastal waterGrown on hanging ropes
PrawnsFarmedTropical coastal pondsPonds, cooked and frozen at harvest

What a fish label has to show is set by each country's own rules, so the minimum differs from place to place. Ours always gives the species, the sea area, the method and whether the fish was frozen before.

A fishmonger filleting a sea bream with a long knife while a customer watches

Filleted while you wait, bones bagged if you want them

Pick a whole fish and the counter will gut, scale, fillet, skin or pin bone it in about ten minutes, at no charge. Ask for the head and frame and we bag them apart, because they make the best stock for a soup or a risotto.

We buy by eye at first light, so the slab changes with the weather and the season. When a storm keeps the day boats in harbour the counter is smaller that morning, and we would rather tell you than fill the gap with fish we are unsure of.

  • Bought each morning, never held for days
  • Shellfish checked alive before it is sold
  • Anything frozen before is labelled as such

Recipes from the counter

Three short recipes for this week's slab. A printed card comes with any order if you ask at collection.

Whole bream with fennel and lemon

Score the skin, fill the cavity with sliced fennel and lemon, and roast in a hot oven until the flesh lifts cleanly off the bone.

Oven25 min

Mussels in cider with herbs

Soften shallots in butter, tip in the mussels with a glass of cider, cover and shake until they open. Throw out any that stay shut.

Pan8 min

Grilled mackerel, sharp salad

Slash each fish twice a side, brush with oil and grill close to the heat. Serve with grated beetroot, apple and plenty of lemon.

Grill10 min

Allergens in the recipes: every dish contains fish or shellfish, and the mussel pot also uses butter, which is milk.

How an order for collection works

From the bag on this page to a box of ice in your hands.

  1. Order by 14:00

    Choose the fish and how it should be prepared. Orders after 14:00 are made up the morning after next.

  2. Bought at first light

    We fill the order from that morning's buying, and call or email you if the boats did not bring it in.

  3. Prepared and labelled

    Filleted the way you asked, packed on ice and labelled with species, sea area and method.

  4. Collect from 10:00

    Pick up at the side door from 10:00, or choose local delivery in a chilled box at checkout.

A morning at the counter

From the quay to the slab before most of the town is awake.

From the Saturday queue (example reviews)

The label on the bream said farmed, where and how, and the fishmonger explained the difference without any sales talk. Filleted in minutes and still cold at home an hour later.
Priya S.Whole sea bream, filleted
Ordered a whole salmon for a christening lunch three days ahead. Ready at ten, scaled and wrapped, at exactly the weight and price that was promised.
Tomasz K.Whole fish for a party
Asked for the frames for stock and got them bagged with a note on how long to simmer them. Every mussel was alive and the recipe card worked first time.
Grace O.Mussels and fish frames

Asked across the slab

How fresh is the fish?

Most of it was bought that morning and landed within the previous day or two. Anything frozen before, such as the cooked prawns, says so on the label and should not go back in a freezer at home.

Can you tell where my fish came from?

Its label gives the species, the sea area, whether it was wild or farmed, and the method. If a supplier cannot confirm a detail, the label marks it unconfirmed instead of leaving it out.

Which allergens does the counter handle?

Fish, crustaceans such as prawns and crab, and molluscs such as mussels and squid are all prepared on one counter, so cross contact is possible. Breaded or marinated items can also contain gluten, milk or mustard, which their labels list. With a severe allergy, tell us before we prepare anything.

Can your fish be eaten raw?

Ask us first. Fish for sushi or ceviche needs particular handling, and the rules for it, including whether it must be frozen beforehand, vary by country. We only sell fish for eating raw when its label says it is suitable.

How should fish be kept at home?

In the coldest part of the fridge, still wrapped, and eaten within a day or two. Live mussels sit in a bowl under a damp cloth, never in water or a sealed bag.

Do you supply restaurants and cafés?

Yes, on a weekly order agreed by phone or through the form below. Trade prices depend on the volume and the season.

Order a whole fish or a seafood platter

A whole salmon, a dressed crab, a platter for a crowd: tell us the day and how many people, and by the next working day you hear back with the options, the likely weight and the price.

  • Three days notice for whole fish
  • Weight and price confirmed before we buy
  • Payment arranged directly with the counter

Each order is answered within one working day.

Where the counter is

The counter sits in the covered market by the harbour, and collection orders come out through the side door.

Call or write

+44 20 7946 0153

slab@example.com

In the covered market by the harbour, with collection at the side door

Counter hours

Tuesday to Friday7:00 to 17:30
Saturday7:00 to 15:00
Sunday and MondayClosed

What the boats bring

The slab changes with the weather. Call before ten on a stormy day and we tell you honestly what came in.

About this sample page

Day boats, sea pens and a slab priced by the portion

Tidemark Fishmongers is a fictional fish counter, written to show how a fishmonger can sell online on AI Web Maker without hiding where its fish comes from. The page opens on the slab at dawn and moves straight to six priced items, each with a preparation choice, a badge for wild, farmed or previously frozen fish and its allergen group. A sourcing table follows, naming the sea area and the method for every species on the counter. Recipes, a collection process with a clear cut off and example reviews show how the counter works from day to day. Everything a regular asks across the slab is answered before the order goes in.

Fishmongers who build on AI Web Maker describe what they sell and how they prepare it, and the builder drafts the store, the product options and an order form for whole fish. On the store, a buyer picks a preparation, adds the fish to the bag and pays the delivery fee at checkout, while discount codes can reward loyal regulars. Whole fish, weighed and priced on the day, are enquired about rather than bagged. Hosting starts on the day the counter goes live, at $119 for twelve months, with the web address paid for on its own. A full walk through of every section is on the sample page.

The whole sample website of a fishmonger, explained ·

Tidemark Fishmongers is a fictional business. See what is on this fishmonger website and what each part of it is for ·