Laois fishmonger, Alan Mitchell, owner of Al’s Fish Shop in Portarlington reeled in a major honour this week in being awarded ‘Advanced Fishmonger’ standard.
This is a top-tier UK certification that recognises exceptional skill, knowledge, and commitment within the fishmonger trade.
To earn this distinguished accolade, Al had to demonstrate excellence across a rigorous set of competencies, including advanced knife skills, product expertise, responsible sourcing, sustainability practices, and outstanding customer service.
Al is one of five candidates nominated through Bord Iascaigh Mhara’s (BIM’s) Seafood Academy, a dedicated national forum established in July 2025 to support and elevate independent fishmongers.
The Academy aims to strengthen business development, enhance commercial sustainability, and ensure long-term financial viability within Ireland’s seafood retail sector.
Al’s Fish Shop has been operating in Portarlington for over 14 years and Al brings a wealth of seafood knowledge and expertise to the area.
After receiving the award, Al said, “It is a real honour to achieve this standard and I look forward to continuing to share all my knowledge with my customers.
“Supporting local businesses, local food producers is something I feel passionate about.
“This is how we keep our towns alive, create employment and a sense of pride in our locality. Next step for me is Master Fishmonger – watch this plaice!”
Al’s Fish Shop is a much loved Facebook page where Al regularly posts funny videos promoting his goods.
But in one of his more serious posts, Al thanked everyone who has helped him so far.
He said: “A heartfelt thank you to my amazing wife, my children, and all my family for their endless love and support, none of this would be possible without you.
“And of course, to my wonderful customers, who keep believing in what we do at Al’s Fish Shop every day, you’re the reason this journey keeps getting better.
“Here’s to another fantastic year ahead, full of fresh fish, good laughs, and great company!”
Speaking at the official awards ceremony at Fishmongers’ Hall, London, BIM’s head of Business Intelligence, Paul Ward said: “This is a landmark day for Ireland’s independent fishmongers, celebrating the expertise and dedication of local fishmongers and reinforcing the importance of high professional standards in delivering quality seafood to consumers.
“These professionals represent the very best of the industry – the skill, the passion, and the dedication required to deliver top-quality seafood to Irish consumers every day.”
Mr Ward said today’s recognition signals a bright future for Ireland’s seafood retailers, setting a new benchmark of excellence and celebrating the people who keep Ireland’s coastal and culinary traditions thriving.
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