History

A man and woman standing together in front of a seafood truck, smiling and hugging. The truck has menus and signs for fresh and frozen seafood items.

Our roots go way back—nearly 50 years ago, the first generation of fishmongers set out to deliver coastal-quality seafood to Idaho long before “farm to table” was a buzzword. What started as The Fish Man has been carried on by legends like Jim Hagadorn, Mike Alperin, Gary Mitchell, Gary Myers, Dale “The Fish Doctor” Young and Queen Victoria Dickenson, the Pemberton family (Eric, Katie & Ellie), and today… it’s us—Tom and Tracy, the 5th generation. Now known as The Fish Folks.

From the back of a pickup truck to a full-blown fish trailer setup, the gear’s changed—but the heart hasn’t. Rain, snow, or blazing sun, we’ve shown up every fishing season, week after week, with the good stuff. Whether it’s Copper River salmon, fresh halibut, oysters by the dozen, or a special-order splurge, we do our best to source the freshest seafood we can find—just for you.

We were mobile before it was trendy—and we’re still rolling, bringing fresh seafood and good vibes to the great outdoors every week. Just a couple of fishmongers with ice chests, a love for quality seafood, and a mission to bring a little slice of the coast to the Inland Northwest.

Two smiling people in waterproof gear standing in front of a truck with 'The Fish Folks' logo and text that says 'Fresh & Friendly Seafood' and contact information, celebrating outdoors.

We’ve been part of the Coeur d’Alene community for almost 30 years and slingin’ fish at the Moscow Co-op for nearly 50. But more than anything, we’re here for the stories, the smiles, and the recipes you share with us. We love hearing how you’re grilling your salmon, butter-poaching your lobster, or just cracking oysters on the porch with friends.

Thanks for being part of our fish family. We can’t wait to keep feeding your adventures for years to come.

-Tom & Tracy

A food stand with coolers and umbrellas in a parking lot at sunset.
Group of eight people smiling outdoors under a tree, posing for a photo.
Two smiling people, a man and a woman, standing on a wooden bridge near a river, surrounded by trees and mountains in the background, outdoors on a sunny day.
Smiling woman, young girl, and man pose together inside a fish market or seafood restaurant. The girl is being held by the man, and all three are wearing casual clothing and hats with fish logos. In the background, there is a whiteboard with prices and names of frozen seafood items.
Two people in orange gear holding a large fish at a fishing site
A man standing on a dock holding two large crabs, wearing rain boots, a long-sleeve shirt, and a beanie, with water and forested mountains in the background.
Sketch of a food truck with five people, two standing and three working inside or around the truck, in a park setting with a large tree in the background.