The mobile fishmonger sector in the UK is experiencing a surge in growth, with over 100 independent operators in Grimsby and around 70 in the East Neuk of Fife, Scotland. These businesses have found a profitable niche by providing fresh, high-quality seafood to consumers, offering a level of freshness and customer service that supermarkets can't match. The sector saw a significant boost during the Covid pandemic, with many new customers drawn to the convenience of having premium seafood delivered to their doors. The mobile fishmonger vans function as mini-convenience stores, selling a variety of seafood, as well as local produce and goods.