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[vc_row full_width=”stretch_row_content_no_spaces” parallax=”content-moving”][vc_column][vc_column_text]R E T A I L

Metcalfe’s Market Knows Wisconsin Fish is a Good Catch

With Jim Meier and Brad Edmunds, Madison[/vc_column_text]

[/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_empty_space][vc_column_text]How long has your business operated?
Jim: Metcalfe’s Market is a chain of locally owned, fourth-generation (working on a fifth- generation) grocery stores out of the Madison area (two stores) and Wauwatosa (one store). We started in 1917.

Why did you decide to feature Wisconsin fish?
Jim: We like to use Wisconsin fish to help keep business local. We are a Wisconsin business and anything we can do to keep the business in-state and help local businesses, that’s what we’re trying to do.

Why should people buy Wisconsin fish?
Jim: To support the local economy. If we can support a local farmer or fish hatchery, that’s what we want to do. The carbon footprint is a big deal to us, too. Tilapia is a perfect example. If we can get it from within ten to thirty miles away, compared to Honduras or Ecuador, it’s much better for the environment, and the fish is fresher. We’ve partnered with FishWise from out in the San Diego area, too, to work on our sustainability program. We follow their rules and regulations. For instance, when we first started, we had to eliminate orange roughy. We sold a lot of it, but because it’s not really a sustainable product, we don’t sell it anymore. The environment and what’s right for the future are all tied into the local aspect of what we do.

What is one interesting thing you’ve learned about the fish itself?
Jim: How aquaculture works is really fascinating. We visited some of the facilities and it was fascinating to learn how a species like tilapia can be grown in Wisconsin. Same about the Atlantic salmon. To know that these species can actually be grown in Wisconsin is pretty cool.

What is one thing you would like consumers to know about how your fish are harvested or raised?
Brad: The one unique part about being partnered with FishWise is that it has a system in place where their main goal is transparency. That goes along the lines of, even though we may carry some fish that aren’t sustainable, it’s right there for the consumer to see. All the different species are labelled by what type of farming method was used, if it was wild caught, country of origin, if it’s sustainable or not. All of our signs explain how the fish are harvested or raised. All the employees here go through a training video that’s provided by FishWise to make sure they can answer any questions customers might have.

What is your favorite recipe for your fish?
Jim: I’m a big fan of bluegills and lake perch. Just rinse off, dip in flour, followed by milk then a combination of bread crumbs and saltines, and slowly pan fry on the stove. It’s top-notch!
Brad: For salmon, I use equal parts butter and Worcestershire sauce, two lemons squeezed, and cover that with sautéed mushroom and onions. Bake it in a two-inch deep baking dish at 350 degrees for about a half-hour. It’s awesome. Very rich.[/vc_column_text][/vc_column][vc_column width=”1/3″][vc_empty_space][vc_column_text]

If we can support a local farmer or fish hatchery, that’s what we want to do.