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These uncles don't need a slogan They don't care about trends Where the Fishermen Eat

Welina me ke aloha
(Greetings with regards)

UNCLE’S FISH MARKET & GRILL was created by Bruce Johnson as a tribute to his mentors and heroes, Hawaii’s fishermen of a bygone era. But Uncleʻs is not simply a place of nostalgia; its true focus is to deliver a dining experience based on local fresh fish through a diverse seafood menu that was developed over decades. Diners can expect consistency and quality over trends and slogans.

Uncleʻs is a gathering place for locals who know the value of high-quality Hawaiian fresh fish, and visitors who seek an authentic expression of Hawaiiʻs history and food traditions.

Bruce Johnson began his formal career as a teenager on the deck-plates of Hawaii’s sampan boats off the Kona coast of Hawaii Island. By working with the legendary captains of Hawaiiʻs hook and line aku fleet, he learned from the masters as he worked his way through all the fisheries. Studying the work of his bosses, Bruce quickly rose through the ranks, aiming to one day becoming a captain. By the age 21, he reached his goal.

Bruce bought his own sampan, V Sisters, and relocated to Maui at Maʻalaea Harbor. The older sampan captains taught Bruce many values, including that of humility. He sought out more mentors, veterans of the bottom fishing fleet who would eventually work side by side with him as he grew his business.

What began as a request to fillet and deliver fish to Mauiʻs premiere hotel chefs, soon became a fledgling distribution business, Fresh Island Fish, founded in 1977. As the business grew, cutting fish on the back of boats was deemed insufficient, so a clean cutting room and office were built by Bruce and his father at Ma’alaea Harbor.

With the support of local fishermen, Fresh Island Fish quickly grew, expanding its fleet to several boats. By the early 1980s Bruce further expanded his business by developing fisheries in in the South Pacific, passing forward the knowledge of his mentors. Long term relationships in in Kiribati, Fiji, Tonga, Samoa and other nations made Fresh Island Fish a leader in Hawaii’s seafood distribution business.

Bruce’s training had also instilled in him the importance of being a steward of the sea. His strong commitment to resource management led him to being an Advisory on the Western Pacific Fisheries Council for over 20 years.

The growing business at Ma’alaea included the sale of bait and ice. In 1980 Ma’alaea Fish Market & Cafe began selling fresh fish, poke, and seafood deli items. All the recipes at the outdoor cafe were developed by Bruce and his family, with contributions from their employees and friends. The popularity of the café resulted in Bruceʻs first award, The Mom & Pop Business award for “Business Retail Excellence” from the Ma’alaea community Association.

Along with major growth at Fresh Island Fish came the need to relocate the distribution business closer to the airport and main harbor at Kahului. The cafe was closed, but its popularity kept alive the idea of another eatery.

In 1995 Fresh Island Fish (FIF) opened a central processing facility and distribution hub in Honolulu. During the next four years, FIF expanded facilities to all four major islands. The times were changing, and the business was growing at an annual rate of more than 20%, leading to the need for an even larger facility. In 2007 Bruce constructed a new state of the art processing facility at Pier 38, adjacent to the Honolulu Fish Auction.

The following year Bruce opened Uncle’s Fish Market & Grill, with his long-time friend and master chef Geoffrey Arakawa. The concept was to build upon the success of the Ma’alaea cafe by merging Bruce’s recipes and concepts with the ideas of chef Arakawa. Together they developed what is today known as Uncle’s Fish Market & Grill.

Bruce named it Uncle’s as a tribute to his uncles, not by bloodline but all the men he had learned from and carries a deep respect for. The goal was a create a restaurant that his uncles would feel comfortable dining in, an unpretentious place with familiar foods. Knowing how particular fishermen are with their seafood, this was no small goal.

Uncleʻs quickly outgrew the cafe concept as its guests wanted a place for lunch meetings and family gatherings at dinner. The fish market was converted into a full bar, and table service began. Residents from across Hawaii would often refer to Uncleʻs as “the first stop after landing at the airport.” Uncleʻs became the first choice of the captains of Hawaiiʻs long line fleet, inspiring the phrase, “where the fishermen eat.”

After more than 40 years of continued growth and success, Bruce sold Fresh Island Fish, a company remembered as having distributed the highest quality auction fresh fish and best-in-class air-flown seafood delicacies to customers in Hawaii and the Pacific basin. FIFʻs awards are legion, including multiple years bestowed the Top 250 Hawaii Business Award.

Due to factors surrounding the COVID-19 pandemic, Uncleʻs at Pier 38 was closed permanently in 2020.

Since December 2018 our flagship store, Uncle’s at Pearlridge Center, has maintained all the traditions including Uncle’s exact specifications for fish & seafood buying, as well as a dedication to upholding the integrity of Uncle’s original Pier 38 menu.

Diners can experience fresh (never frozen) fish and chips, sandwiches, tacos, and raw fish items; plus an entree menu expressing the diversity and food traditions of Hawaiiʻs people. The menu is big, accommodating different types of diners in both price component and flavor profile.

Uncle’s pays respect to the past by displaying in its Pearlridge location an extensive collection of artifacts, photos, antique fishing gear, and authentic taxidermy including “Choy’s Monster”, the world’s largest marlin ever caught. Lining the walls of Uncleʻs are monitors displaying films dating from the present back to territorial Hawaii with thrilling line and hook fishing from the deck plates of Hawaii’s sampan fleet.

Uncle’s accolades are numerous, both locally and nationally. Food & Wine Magazine, Zagat guide rated & awarded “Key Newcomer”, Diamond Rated by AAA, USA Today #5 seafood restaurant in America & #1 seafood restaurant on Oahu, and 9 years of Honolulu Magazine’s Hale Aina Awards for seafood restaurant.

But Uncle’s will never rest upon its laurels. Success is an everyday challenge, and the strength of Uncle’s brand is expressed in every detail.

You can still find Bruce in Uncle’s - on the days he’s not fishing.

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