Grimsby’s protected traditional smoked fish has a new retail outlet.
The King’s Dish has opened a dedicated shop to the public, with customers even able to see some of the select number of kilns where the town’s celebrated smoked fish is produced.
A window into the work that won Brussels approval more than a decade ago is a key feature of Lee Williams’ business, having also recruited Master Fishmonger Standard advanced fishmonger Emma McKeating to head it up.
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The ‘Girly Fishmonger’ has a strong social media presence in the sector, having taken to the town from her native Stoke after an introduction via the Tesco counter had her hooked.
Mr Williams fired up the three-decade dormant kilns five years ago, having discovered the town assets in feasible condition during renovation work when taking on neighbouring presence as his filleting business expanded.
He applied and got the coveted PGI status, at the time setting out plans for the former office fronting Riby Street.
Mr Williams said: “Covid restricted our plans and while it may not be the right time to expand the business, it is always the right time to get people buying and eating the fantastic products we are so proud to produce.
“It is the team work that has helped make this happen and to get to this position, I have a fantastic team. It has been 18 months in the making from start to finish.”
Of the latest addition, from a near neighbour, Mr Williams said: “Emma comes in with experience, and she is going to be running the shop, which leaves me to source the very best fish we can from across the UK so people in Grimsby can taste the fantastic seafood.”
The team of 14 includes the original filleting operation, as well as access to the overhauled 10 kilns, that offer a capacity of 7.5 tonnes a week.
Part of that has been handed over to Ian Button of MTL Fish Curers, who suffered a devastating fire at his premises.
“I have known Ian for a long time, and I couldn’t see him lose the business, so I offered him the space,” Mr Williams said.
And with a regal name it was a fitting launch appointment for Mayor of North East Lincolnshire, Cllr David Hasthorpe.
He said: “I met Lee a couple of years ago and we got talking about planning issues due to the Grade II listing the building carries. I managed to point him in the right direction.
“It is just fantastic to see a local business expanding, and so diversely from what he did originally, purely filleting fish. To have the PGI status, and to be doing so much more, is real credit to a smashing small business.”
B&L Filleting was the original element, and early success saw the building featuring the 50ft towers taken on. Sawdust, fresh haddock and North Sea air mingles to create the culinary magic that Miss McKeating is looking forward to selling, with a range of other seafood.
She said: “All the effort that has been put into keeping the history and heritage really appealed to me, because I love the Great Grimsby story.
“Running a shop and promoting Great Grimsby was a real pull.”
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