Consumer-Direct Fish Sales

Current Fish Sales News

In 1997, the Tognazzinis turned to consumer-direct fresh fish sales in response to increasing disparity between wholesale and consumer fish prices. They have built a large and loyal following of customers who truly appreciate the value and quality of the Bonnie Marietta’s fresh salmon and albacore. From approximately May through September, Captain Mark fishes during the week, weather permitting. Depending on supply (remember, it’s called “fishing” not “catching”), dockside sales generally begin on Saturday at 8 A.M., but occasionally are conducted on other days. (Our weekly emails notify customers of sale days and times.)  An email is sent each week, notifying customers of weekend sale times. 


The salmon that is sold by the Bonnie Marietta is caught using trolled barbless hooks. It is fresh, not frozen, and has been stunned, bled, gutted, gilled, and iced at sea. The albacore that is sold by the Bonnie Marietta is caught using surface-trolled hooks. It is fresh, not frozen, and has been spiked, bled, gutted, gilled, and iced at sea. (This makes our albacore truly unique.)

 Stunning and spiking prevents fish from flopping around on deck or on each other, after being caught. Bleeding, gutting, and gilling at sea allows the fish to cool much more rapidly, from the inside out as well as the outside in. It also saves you at least 10% at the scale. Other fishermen may bleed their albacore, but few make the extra effort to gut and gill at sea, and you should demand it! Our fish is well packed in ice in the Bonnie Marietta fish hold until YOU purchase it.


The Bonnie Marietta is licensed to sell directly to the consumer by the California Department of Fish and Game, and only sells its fish whole. Once you purchase your fish, you can take it home whole or have it cut to order, for FREE! Custom cutting options include steaks, fillets, and roasts. 

New customers sometimes are hesitant to buy a whole fish, even with free cutting. If a whole fish seems like too much to eat, remember that it will stay fresh for about five days, you can freeze some, and you can share it with others. You might also be able to find a friend to split the purchase of a fish with you. 

If you are curious about the amount of return after the fish is cut, you will be pleased to know that a salmon will yield in excess of 70%, while the return on a albacore will exceed 50%, even if you leave the head and backbone behind. However, you are also welcome to keep all parts of your fish (whether salmon or albacore), as the head and backbone can be cooked or otherwise used. 

Ice is also free, if you need it for the trip home. Don’t be afraid to ask questions whether you are a first-time customer or a long-time “regular.” We always endeavor to give you the service you need, want, and deserve! 


Have you compared our price with that of other fresh troll-caught California King salmon? Have you compared our quality against that of farmed or net-caught salmon? Keep in mind that our salmon are not farmed or net-caught, and don’t be hesitant to express your preference for troll-caught California Kings at grocery stores and restaurants. Whether buying salmon or albacore, how many times has that fish changed hands before reaching you? How confident are you of the quality and freshness of the fish you buy elsewhere? The Bonnie Mariettta also follows all local regulations, and with the County Supervisors’ unanimous vote, was instrumental in establishing the County Health Department’s voluntary guidelines for dockside sales. THE BOTTOM LINE: The quality of our fish can be seen and tasted! Don’t accept anything less than exceptional quality, value, and service for your money! The Bonnie Marietta wants to be your source for fresh salmon and albacore! 


Sign up for our “Fish List” weekly email update if you would like to know when fish is available from the Bonnie Marietta. It’s free and it’s easy! Emails are sent weekly through salmon and albacore seasons (approximately May through September). Just write to us at and ask to be put on the “Fish List” or use our Fish List Web Form. We don’t give your address to anyone and it can’t be viewed by other recipients of the weekly update. If you don’t hear from us within a week, e-mail again, to be sure your message was received. (Sign up NOW! Just click HERE!)


When not at sea, the Bonnie Marietta is docked on the waterfront in Morro Bay, California. Look for it on the Embarcadero just north of Beach Street. During salmon and albacore seasons, come by to buy a fish or just to watch us sell our catch. (Our fish sales are usually on Saturday, but may start Friday afternoon and/or run into Sunday. Our weekly emails notify customers of sale times.) You’ll find the Tognazzini crew friendly and helpful. It’s a one-of-a-kind family operation!