Fish Merchant’s Top Trick for Cheaper Prices: His #1 Tip Revealed!

With sole and sea bream priced over $40 per kilo, line-caught bass around $50, and cod also sky-high, fish shop counters can give you sticker shock. Alarmed by the soaring fish prices, you might grab a few sardines and a discounted trout fillet, planning to get the rest from the supermarket’s frozen section. However, Vincent Storti, owner of Chez Vincent fish shop, assures: “you can eat fish on a budget”, even in 2026. Speaking on Ici Gascogne, the Lyon and Hossegor-based merchant asserts: “In people’s minds, eating fish has become nearly unattainable, which is not true”. Especially if you know this clever trick…

“Some French farmed fish are of very high quality, especially those with the Label Rouge certification”, the expert notes, while criticizing those from Turkey or Greece. Vincent also advises against buying cheap but low-quality expensive fish. He believes a few sardines caught off the French coast have far more flavor than a low-cost, imported sea bream of poor quality. It’s better to opt for fish like sardines, pollack, herring, whiting, or mackerel. For a special treat, Vincent suggests splurging on a sole, a truly exceptional fish that justifies breaking the bank. And for those looking to snag a deal, here’s his advice…

In fact, fish, like fruits and vegetables, have seasons! Due to their breeding, migration patterns, and abundance, many wild fish catches are restricted by environmental regulations. “The first step is to buy seasonal fish”, the fishmonger explains. “Visit your local fish shop and ask which fish are in season. When a species is in peak season, there’s more supply, so the price drops”, he continues. The same principle applies to scallops, which are best bought at the start of their season in October rather than during the holiday season. In winter, it’s wise to go for pollack, whiting, haddock, monkfish, sole, skate, or turbot, while in summer, you can enjoy sardines, mackerel, tuna, red mullet, and even pink dorade at lower prices.

One final tip? Vincent recommends favoring fishmongers who work directly with fishermen. You’ll find locally caught fish at better prices than imported ones. In essence, to truly enjoy and benefit from their numerous health benefits, it’s best to opt for seasonal fish from nearby seas and oceans. And don’t hesitate to ask your fishmonger for advice!