Local Wholesaler Expands Business, Now Offers Fresh Fish to Publ - KTVN Channel 2 - Reno Tahoe News Weather, Video -

Local Wholesaler Expands Business, Now Offers Fresh Fish to Public

The expansion of any local business is good news in this economy. And Sierra Gold Seafood is hoping that fresh fish in the high desert will be just the right economic move.

Since 2006 Sierra Gold Seafood has been a wholesaler making its mark supplying fresh fish to local casinos and restaurants.

"But we got so many requests to sell fish directly to the public, we figured it was time to take the leap. So we've added the seafood market next door," says Sierra Gold Seafood owner Jim Crowell.

Why fish in the desert?

"Well, we've already created a good niche," says Just Cromwell. "This is good timing and face it we don't have a lot of competition. Butcher Boy and Blue Bounty are gone. There's Costco and Sam's Club but we can beat that for freshness. We are next door to a wholesaler....us."

The do go through tons of fish a month. And most of it is flown in within hours of being caught.

"You know, with advances in transportation, this is fresh fish," Cromwell says.

"Fresh Ahi from Hawaii, that's Atlantic Salmon from Scotland, there's squid from Rhode Island and Chilean Sea Bass. All fresh and we cut it up as you want it. To just the right size you want," says Scott Lee, who manages the market.

And he's quick to show you that through two sets of doors you have the pick of much more than what they can fit in the display case and they can get it in minutes.

"We have only been open a few days but we hope we can fill a need that's been here for a while and get the freshest fish for the best prices out to the public," Cromwell says.

Sierra Gold Seafood Market is at 1335 Greg Parkway in Sparks and is open Tuesday through Saturday 10am-6pm.

Written by Erin Breen
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