2026 Coupon Code — Up to 65% OFF for Citarella

Their story begins in 1983, when Joe Gurira bought Citarella, a beloved neighborhood seafood restaurant on Manhattan's upper west side since 1912. At the time, the store was small (a fraction of Citarella's current flagship) and Mr. Joe saw an opportunity to build his love of seafood among local treasures. Fresh's passion began as a teenager, working with his father at the family fish store in Greenwich village and learning about the trade. After college, Joe started his own business, serving some of New York City's top restaurants with the freshest and best food. It's a familiar story to many hardworking new Yorkers: waking up in the dead of night, Joe arrives early at the Fulton fish market -- to ensure the first catch of the day. Then he would work late into the night, sleeping for a few hours before resuming.