The city's longest-serving independent fishmongers has declared victory over the supermarkets in a long-running battle over fish quality and price.
Nick Steer, owner of Fishes Exeter, said at least 90% of his stocks were fresher and cheaper than the big four supermarkets.
"Our fish are caught and sold as soon as possible. We have a fast turnover of stock because we pride ourselves on freshness and quality. The supermarkets cannot compete," he said.
The fishmonger was established in its current location on Wardrew Road, St Thomas in 1939 before the start of the Second World War.
Mr Steer and his wife bought the business in 1987, and more than three quarters of a century after it first opened its doors – it continues to serve the whole city and surrounding areas.
"A lot of our trade is generated by word of mouth. We don't need to push advertising the shop, because people hear about us and want to come back," he said.
Many of the 30 varieties of fish are sourced in the Westcountry, and all are delivered and sold on the same day.
A recent study by the Daily Mail Online analysed 12 supermarket samples and found that a third failed to meet the minimum level of acceptability of ten days since the fish was caught.
Mr Steer said: "People are recommended to visit us because we provide high-quality, fresh fish. And once they get to know what we do and how we operate, they trust us."
Other city fishmongers – on Sidwell Street, Fore Street and even in the Harlequin Shopping Centre – have closed down over the years.
But Fishes and Gibson's Plaice – that was established in 1992 – ensure people can buy their fish from trusted, local suppliers.
Mr Steer said: "We have a lot of regular customers who we know by name. Many people have been coming in for decades and some 'Golden customers' for more than 50 years."
This year the fishing industry has suffered weather-related losses that could run into millions of pounds.
The January and February storms prevented fishermen going out to sea for longer than a few days, affecting the supply of popular fish.
Mr Steer was forced to source produce from overseas in an effort to ensure people could still buy 'prime' varieties of fish.
Mr Steer said: "It has been an absolute nightmare. Some of our prime fish weren't available, but we managed to produce from abroad. Fortunately things have improved over the past couple of weeks and now are back to normal."
