The Story Of Pesceazzurro
FISHERMEN SINCE ALWAYS
The “PesceAzzurro” Self-service Restaurant was born in Fano in the seventies on the initiative of the Fishermen of the Fano Cooperative “Coomarpesca” with the aim of enhancing the maritime activities of Fano through the promotion of local food and wine, in particular of the Adriatic blue fish.
Appreciated and consumed around the “focone” (stove) of fishing boats, blue fish was considered a humble dish, due to its easy availability and reduced cost, and was appreciated for the wholesomeness and quality of its meats, soon becoming the fish par excellence in the tables of Fano, from the centre to the suburbs.
To promote blue fish, Coomarpesca organised a mobile food truck to bring fish to the inland towns of Fano, offering tastings of blue fish.
SELF-SERVICE RESTAURANTS
This success led to the opening of the first self-service restaurant in Fano in 1979.
Initially opened with few resources and equipment, the restaurant soon became a point of reference for both the people of Fano and tourists, who over the years increased in number during summer, giving PesceAzzurro greater credibility and attracting the attention of the local and foreign press and specialised magazines.
In 2009, the “PesceAzzurro” opened its second restaurant in Cattolica, inside the aquarium, confirming the success obtained in Fano. To consolidate its presence in Italy, it opened its third venue in 2011 in Milano Marittima and a fourth in 2012 in Miramare di Rimini, followed by Senigallia in 2015 and San Benedetto del Tronto in 2018.
Today, there are 4 self-service restaurants, all located along the Adriatic coast a few steps from the sea.