Hellshire operators defend seafood prices

Hellshire Beach, long celebrated for its laid-back vibes and fresh seafood, is facing a tidal wave of online criticism over alleged sky-high prices.

However, restaurant operators in the Portmore, St Catherine, spot are firing back, insisting that the pricing of seafood is fair.

A TikTok user recently vented her frustration, saying she still dreams of visiting Hellshire but is put off by the cost.

"Say you order three fish, two cups of soup, bammy and maybe one lobster with two juice, and then your bill come to $55,000," she said in the video, questioning the pricing and describing it as enough to deter her from visiting the popular destination.

Co-owner of Aunt Merl Restaurant, Maggi Cathrie, explained that her fish is priced by size, and insists that no single fish could cost $6,000.

Gesturing, she used her hands to show a fish about eight inches long, explaining that size costs $2,500, with larger fish priced at $3,000 or $4,000.

"You don't have a fish that is $6,000, so nobody can say that" she said.

She added that many of the reviews circulating online are misleading, particularly given what she described as her leniency with customers.

"Sometimes you tell them the price and them bawl and say dem nuh have it, and mi still take it," Cathrie said.

She noted that her igloo is positioned at the front of the restaurant, allowing customers to choose their fish and know prices upfront to avoid any confusion or disputes.

Another operator, who asked not to be named, told THE STAR that part of the issue stems from the involvement of higglers operating along the beach.

"Dem bring in a set a people, Mi weigh the fish if it's five pounds, dem tell the people 10 pounds. Sometimes dem make more than me," the operator shared.

According to the operator, these individuals often source customers at the entrance to the beach and then guide them to selected restaurants.

"Dem bring them from down at the gate, and you can't really say no because you want the sale," he explained.

"You weigh the fish, make a bill and give them, and dem give the customer a different bill, whether by mouth or even written."

He said these third parties had damaged Hellshire's reputation.

"Mi used to allow it, but mi affi stop. That alone a give Hellshire a bad name. People take picture of the restaurant and post it, some even call police."

Meanwhile, THE STAR also spoke with a group of men gathered near the beach gate who denied being higglers, instead describing themselves as sales representatives.

"We not antagonising anybody or forcing anybody. We keep them safe, watch them car and make them have a good time," one of the men said.

He explained that they also work inside the restaurants in various roles.

"We wash pot and scale fish. We do this and get a commission at the end of the year, so we get we regular pay and then look forward to the last of year," he said.

One man recounted being taken to the police station after a misunderstanding with a customer.

"The customer thought mi was trying to rob them, but it was the exchange rate that trick them, dem apologise to me at the station after still," he said.

They echoed operators' advice, urging customers to find out the price before eating.

"The problem is customers don't ask the price before. Watch the weight of your fish, check the price, and you good. It simple! Nobody can't rob you so and we not doing that either," he insisted.

Meanwhile, the operators stressed that prices have remained the same and are determined by weight and preparation method. They agreed that a major issue is that many customers do not confirm prices before ordering.

"Find out how much your food cost before you order," one operator shared.

As for the self-style customer service representatives, the discontent is one that can be easily solved. Like the operators, they urge customers to find out the price before eating.

"The problem is customers don't ask the price before. Watch the weight of your fish, check the price, and you good. It simple! Nobody can't rob you so and we not doing that either," he insisted.