It doesn't HAVE to look sharp ...
We live in what is basically rural southern Perthshire in Scotland. Like most such places it is no longer the small and quiet community of 20 or 30 years ago, but some features do remain, including a weekly visit from a fish merchant based in the coastal town of Arbroath, about an hour's drive away.
The van is stocked with all the usual suspects you would see in most independent fish retailers ("Fishmomgers") and also a local speciality, the Arbroath Smokie (https://en.wikipedia.org/wiki/Arbroath_smokie), which we enjoy, and smoked haddock fillets usually but not always used to make a kedgeree at least once a month.
Here is a shot of Campbell, the owner, cooling down the fire in the smokehouse - I was quite pleased with the way it came out, enough smoke to tell the story of where he was, but not so much that you would not have been able to see him.