Tribute to popular and respected city fishmonger, 59
TRIBUTES have been paid to one of Cardiff Market’s biggest characters, who sold fish to some of the city’s most popular restaurants for decades.
Jonathan Adams, from Penarth, whose voice could be heard echoing around the market for more than 40 years, died on Friday, May 21, after a short illness. He was 59.
While he was best-known for running Ashton’s fishmongers in Cardiff market – and supplying restaurants and hotels across south Wales – Jonathan was also known for his interest in horse-racing.
So much so that he was part-owner of Potter’s Corner, the racehorse which won Wales’ virtual Grand National last year and is also owned by Wales rugby star Jonathan Davies.
Jonathan Adams’ family have paid tribute to the “caring” and “loyal” character who “everyone would gravitate towards”.
Ashton’s fishmongers has been a staple in Cardiff Market since the late 1970s and now provides produce for luxury hotels, such as the Celtic Manor in Newport.
But Emma Enos, Jonathan’s partner for 27 years, said that despite the success of the business he always had time for everyone.
“Even when he was poorly, not only would he have restaurateurs ringing asking how he was, but he would have individual customers – and I think that shows his passion but also how much he was thought of,” said Emma.
“He very much had personal relationships with regular customers, making sure they were looked after – the same way he would be looking after a big restaurant.
“Being a fifth-generation fishmonger, he was very passionate about the business, he was in six days a week,” said Emma.
“He might not have done full days in recent times but he was usually there first thing in the morning and then perhaps home by 10 or 11, but it was still a huge part of his life.
“He was still responsible for buying all the fish, negotiating with all the restaurateurs. He was very passionate about the staff and customers and getting it right. He was very passionate about the fish industry as a whole.
“Until very recently he was a member of the National Federation of Fishmongers and he was the president of that for three years.”
Jonathan took over the business from his late father, John Adams MBE, who died in 2016.
“His father made him be a Saturday boy, made sure he learned how to do all the filleting and everything else.
“His role of managing director meant he was in the office, but people would make a point of coming up to the hatch in the office to say hello.”
Ashton’s prime spot at the entrance to the market undoubtedly contributed to Jonathan’s popularity among customers, with his bellowing tones impossible to miss.
“His voice resonated – he couldn’t whisper – you very much knew he was there. He was a character,” said Emma.
“He was very caring, nothing was too much trouble for him, he was a stickler for detail and getting things right.
“If he was your friend he was loyal, but he’d tell you like it is, and people just would gravitate towards him.”
While the fish business was his first passion, Jonathan was also an avid horse-racing fan – owning several horses over the years.
And as well as a passion for his business and horse-riding, Emma said Jonathan was a keen golf player and had been a member of Glamorganshire Golf Club since he was a boy.
Paying tribute to her partner, Emma, who met Jonathan in 1993, said: “I was lucky enough to have over 27 years with him, and with the exception of recently when he was poorly, there wasn’t a day where we didn’t speak to each other.
“No matter where I was in the world or he had gone somewhere, there wasn’t one day we didn’t speak.”
Jonathan’s brother Simon Adams described him as someone who was “astute, witty, and would do anything for anyone”.
Jonathan also had another brother, Nicky, who currently works at Ashton’s in the market.
Simon, who now lives in Brighton, remembers how the pair shared a love of music.
“We were really close as kids, we were close in age and as we got a bit older started going to gigs together,” said Simon.
“He got really into all of the New Wave and punk stuff and that has been a huge influence on me even today.
“When you grow older you do grow apart a bit but we were still in touch all the time and still went to gigs.
“He was a very humorous man, he was into comedy in the sense that he was a really funny person.”
Simon said that Jonathan was responsible for making Ashton’s what it is today.
“He changed the business a lot too. Ashton’s used to be around 80% market trade – that’s where the customers would come from.
“But he realised that was all going to change with bigger supermarkets and less customers to the market. So he started getting involved in catering and supplying restaurants. Now I’d say 80% of the business is that side of things.”
Details of Jonathan’s funeral service will be shared by the family over the coming days.