Better not run into any delivery delays with this on-line service
nytimes.com
Taking the Fish Market Into Cyberspace
As a third-generation "fish guy" in New York City, Stratis Morfogen practically grew up at the Fulton Fish Market, watching men dicker over seafood.
Auctions of hard-to-get delicacies were long a staple of the wholesale market. So when he heard about the growing popularity of online auctions, Morfogen, who is now 31, realized that he could fuse the tension of the professional fish auctions with the fun of "playing along" at home for the online audience.
After he first saw the Internet a year ago, Morfogen decided to build his own site, Fultonstreet.com. His father thought he was crazy, Morfogen said, until 300 orders started coming in each day, at an average of $90 apiece. This week, Morfogen, who has signed a deal to be the "exclusive online fish store" for Ubid.com, will start auctioning Alaskan king crab leg gift packages, four-course dinners for two, and live Maine lobsters. Starting bid: $7. -- LISA NAPOLI
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