This is it! Three words: quality, selection, value.
I've never had anything that is less then superlative. The fresh is **very** fresh, and even his flash-frozen is fresher than much of the "fresh" seafood the gourmet stores sell (after defrosting, check the firm-ness of the flesh and the smell).
His selection is also broader than I've seen in even the high-end grocers: sable fish? sushi-grade? 4-5 kinds of salmon? You betcha!!
Prices are comparable or less than Portland grocers, so Flying Fish is a no-brainer for value.
* it's all sustainably caught;
* Lyf is a local merchant;
* He and his staff go out of their way to give advice and be helpful.
Posted from Yelp 1/20/2012