For both seasoned chefs and home cooks in Hawaiʻi, sourcing the freshest seafood is more than a culinary preference—it’s a cultural standard. With access to some of the richest fishing grounds in the Pacific, Oʻahu offers locals and visitors an opportunity to enjoy ocean-to-table freshness that few other places can match. Among the many fish markets across the island, one name that continues to rise to the top is Nico’s Fish Market at Pier 38.
But is Nico’s really the best place to buy fresh fish on Oʻahu? Let’s take a closer look at what sets it apart—and whether it truly lives up to the hype.
The Advantage of Location: Direct Access to the Honolulu Fish Auction
One of Nico’s most significant advantages is its location—just steps away from the Honolulu Fish Auction, the only auction of its kind in the United States. Unlike traditional seafood distributors that may experience hours (or days) between catch and sale, Nico’s has access to fish that were caught in Hawaiian waters just hours before hitting the ice at their market.
This proximity allows Nico’s to hand-select premium cuts straight from the source. The team works closely with local fishermen and auctioneers to ensure top quality, species variety, and sustainable harvesting. For buyers who prioritize freshness, traceability, and support for local industry, Nico’s stands out as a strong contender.
Selection and Consistency
From ahi (yellowfin tuna) and kajiki (blue marlin) to opakapaka (pink snapper) and onaga (longtail red snapper), Nico’s offers a broad range of Hawaiian favorites alongside seasonal specialties. Their fish case is well-organized, clean, and consistently stocked with sashimi-grade options, whole fish, and custom fillets.
For those unfamiliar with how to prepare certain species, Nico’s staff members are knowledgeable and approachable. They’re often willing to share preparation tips, storage recommendations, and ideas for how to cook unfamiliar cuts. This combination of expert service and top-tier product elevates the overall customer experience.
In contrast, while other fish markets on Oʻahu—such as Tamashiro Market in Kalihi or Fresh Catch in Kāhala—also offer quality seafood, their selections may vary more widely in consistency, especially during slow fishing seasons or holidays.
Price Point and Value
There’s no denying that seafood in Hawaiʻi comes at a premium. That said, Nico’s strikes a compelling balance between quality and value. While prices per pound may be slightly higher than at big-box stores like Costco or Times Supermarket, what you’re paying for is peak freshness, expert handling, and minimal middlemen.
For those interested in sashimi-grade ahi or rare deep-sea species, this level of quality control can make the difference between a good meal and a great one. And for frequent customers or bulk buyers, the market’s specials and seasonal pricing offer meaningful savings over time.
Sustainability and Community Focus
Nico’s also demonstrates a commitment to sustainable fishing practices and community support. By sourcing locally and working with Hawaiʻi’s commercial fishermen, they’re helping to preserve fish stocks while strengthening the island economy.
They also participate in public education through outreach and signage, helping customers understand where their fish comes from and how different choices impact the ecosystem. As the market becomes a hub for chefs, restaurateurs, and conscious consumers alike, its reputation continues to grow beyond the island.
The Bonus of Convenience: The Nico’s Pier 38 Restaurant
Another feature that sets Nico’s apart is its full-service restaurant—located adjacent to the market itself. While not essential to judging the fish market’s value, the ability to sample their seafood, prepared fresh by skilled chefs, adds an experiential layer that few competitors can match. Diners can enjoy poke bowls, grilled catch of the day, or furikake-crusted ahi while waiting for their fish to be packed to-go.
This dual model—retail and restaurant—enhances customer trust. If a market is willing to serve the same fish it sells raw, it speaks volumes about quality control and standards.
Final Verdict: Is Nico’s #1 on Oʻahu?
While there are many excellent places to buy fresh fish on Oʻahu, Nico’s Fish Market at Pier 38 stands out as a top-tier destination for freshness, variety, and professionalism.
Its direct access to the Honolulu Fish Auction, consistent product quality, knowledgeable staff, and commitment to sustainability position it as one of the island’s most trusted sources for seafood. While it may not always offer the lowest prices or the widest variety of pre-marinated products, it arguably offers the best overall value for discerning seafood buyers.
For anyone serious about fresh, locally sourced fish on Oʻahu—whether you’re a home cook, restaurant buyer, or seafood enthusiast—Nico’s Fish Market is undoubtedly worth a visit. Whether it’s the best? That’s for you to decide after your next poke bowl or sashimi platter. But it’s certainly in the conversation—and often at the top.
Have thoughts on your favorite fish market on Oʻahu? Share your experience in the comments or tag us in your next seafood haul. Freshness is a journey, and Nico’s might just be your best first stop.