National Geographic : 1917 Oct
Salt Ma ke l Direct from the Salt Mackerel Fishing Boats to You Your pail is ready-fat, meaty, juicy mack erel-send no money-try the fish first. It's thirty-three years, come next September, since I began supplying the choicest of Gloucester's famous mackerel direct to the homes of families throughout the country. Our Own Home Kind People here in Gloucester, the leading fish port of America, laughed at me when I began to sell mack erel by mail. They didn't realize how hard it is for other people to get good fish. But I did. So I decided to make it easy for everybody, everywhere, to have full-flavored, wholesome fish, the kind we pick for our own eating here at Gloucester. 65,000 Such a Goo families are buying from us today. Fishmen for Generations You see, I know fish. My folks, 'way back, have always been fish men. They helped found Glouces ter in 1623. My boyhood days were spent aboard fishing boats. Catching fish, knowing the choicest and picking 'em out, clean ing and curing them the right way, has been my life's job. Thirty Years' Development Today our business is housed in a modern four-story concrete building, with 20,ooo square feet of floor space, fitted with the most improved and sanitary equipment for cleaning and packing fish. Standing at the water's edge, the fishermen's catches are brought right into the building. They go to your table with "the tang of the sea" in them. Fall Mackerel, Fat and Tender Most of the fish your dealer can buy are Spring fish thin, dry, and tasteless. What I've selected for you are Fall fish, juicy and fat, with the true salty-sea mackerel flavor. We clean and wash them before weighing. You pay only for net weight. No heads and no tails. Just the white, thick, meaty portions the parts that make the most delicious meal imagina ble. You probably have never tasted salt mackerel as good as mine. Send No Cash-Try the Mackerel First I want you to know before you pay that my fish will please you. If Breakfast ! there is ,any possibility of a risk, I want it to be at my expense. Just cy Davis' Mack- mail the coupon today, and I'll SDavis'Mack-brown;ship at once a pail of my mackerel drinking of pep- containing o fish, each fish suffi lemon, if you cient for 3 or 4 people, all charges it smells, how prepaid, so that your family can how it tickles have a real Gloucester treat Sun h, how it satis- day morning. breakfast dish Then, if my mackerel are not better than any you have ever tasted, send back the rest at my expense. If you are pleased with them-and I'm sure you will be-send me $3.90, and at the same time ask for "De scriptive List of Davis' Fish," sold only direct, never to dealers. Remember: Meat, flour, potatoes, everything has gone 'way up in price. In comparison, Davis' mack erel is low. An economical food-so good to eat, so nutritious! The "Sea Food Cook Book" that goes with the fish will tell you just how to prepare them. ' FRANKE Mail the coupon now with your / DAISCOWharf business card, letter-head, or / 2Gloucester, Ma reference. / / Without obligation please send me, all Frank E. Davi / charges prepaid, a pail o Davis 'Mackerel-to contain TEN Comn , fish, each fish sufficient for 3 or4 Company / people. I agreeto remit 3.90inten 297 Central Wharf / days or return the fish. Gloucester / Name. . Gloucester , Name......................... Mass. / Street............................. / City ................................... / State ....................................... "Mention the Geographic-It identifies you." d A fat, tender, juice erel broiled to a some butter, a sp per, a touch of wish-how good tempting it looks the palate, and, o fies-the favorite of thousands.