By Darien Davies
If you’re a Delray resident, there’s probably a 100% chance that you’ve witnessed the delicious beauty of locally owned and operated Captain Clay and Sons Seafood Market. While their new location is bright and shiny, and much larger than their original “hole in a wall,” it’s a reflection of their decades of commitment to not only seafood, but also local commercial fishermen, the local community and family.
The Market was created out of a demand for something better by husband-and-wife duo, Clay and Susan Brand. Clay, a Florida native and U.S. Coast Guard licensed captain, has been commercial fishing since the ‘70s. He and Susan decided to take matters into their own hands, and in 2006, Captain Clay and Sons Seafood Market was born.
“My dad wanted to be in more control, and he loved the idea of being able to pay commercial fishermen the top of the market [price] and cut them a check on the spot,” said Reed Brand, 30, Clay and Susan’s son. “That’s what we’ve been doing since day one. Our goal is to be kinder and more helpful to local commercial fishermen, which in turn helps us create deeper relationships with fishermen and our clients. It was my parents’ vision, and I’m happy to be a part of it.”
Let’s pause here.
Reed isn’t just a part of it. He’s helping to catapult the Market into the social media spotlight. But it’s not just for selling fish, it’s also educating consumers about all things fish. Specifically, helping every single person understand more about the “why” behind a local seafood market and the many benefits it brings to the table.
And people are eating it up. In fact, between his four social media platforms (Facebook, Instagram, TikTok and YouTube), he has gained more than 1.29 million subscribers/followers in the less than four years he’s been “Reed the Fishmonger.”
“A professional fishmonger’s first job is education, and we’re constantly teaching customers how to cook the catch that they’re bringing home,” said Reed. He spends more than 40 hours a week on his short-form, educational videos and another 40 hours in the Market.
“Most species [in the Market] are locally harvested, and we have a huge following in the local, recreational and commercial community. We get comments, messages and emails thanking the page for helping them get more out of their catch,” Reed said. “Our whole family is passionate about preserving the fisheries. The more we use, the less we have to take.”
On top of teaching the public how to get the most out of a catch, they also educate about local fish that can be swapped out for over-fished species. This gives customers a greater variety of fish to fall in love with, and increases the number of species that commercial fishermen can fish for and sell. It’s also just a better and fresher product.
So, instead of a mahi-mahi, grouper or snapper, which are understandably delicious, Reed suggests taking advantage of the more under-utilized species. If you haven’t heard of sheepshead, it’s as good as snapper and flounder. Or, instead of cod, he suggests trying golden tilefish. Also, don’t shy away from the odd cuts like collars, cheeks, rib meat and skeleton meat.
“This gives the customer a fresher fish that is comparable, but helps support local fishermen feeding their families,” Reed said. “Part of why our product is so consistent is because we work with the same fishermen.” This is something they’ve done since the Market first opened.
Almost two decades later, the family continues to have a loving dedication to better the lives of everyone around them, through the power of fish.
“Fishing is just kind of in all of our bones. We grew up in the seafood industry. I love being on the water with my dad before we open, and I love being able to interact with the customers,” Reed said. “I never get tired of selling someone hours-out-of-the-water fish. There’s not a lot of places [offering that] and we’re one of them. It’s a gift to be able to provide that to people.”
1319 N. Federal Highway 1, Delray Beach
@reedthefishmonger
