In the UK the fishing industry is said to be in the doldrums, owing to cheap imports, declining retail outlets and the fact that we Brits are pretty conservative in what fish we'll tolerate. Anyone for octopus? However, the US apparently presents a very different picture. There the desire for fresh fish food, prompted by the preoccupation with health, has led to supermarkets cashing‐in on the consumer's demand for fresh fish and seafoods. Ian Chaston thinks the US experience could teach the UK fish retailing industry a thing or two.