The long-time local fish store, the stuff of which warm memories are made. The little shop owned by an avid fish enthusiast; the wizened shopkeeper that knows about all things fish. Where "breaking the tank in" is described and stocking issues are discussed. The staff is individually instructed in the arcane art of "fishkeeping". All questions are answered quickly and accurately. The local fish store, in part fact and in part fiction.

The local fish store is a vanishing breed. Dying in the shadow of the big boxes. Today novice and intermediate level fishkeeper's are introduced to a high tech, high priced hobby. The bright lights, the striking end-caps, and the well written marketing pitches on product labels create an information overload.

It is today's retail reality. Well designed environments designed to increase business. The latest research, information, store designs, and merchandising techniques are utilized to increase sales. The problem is that actual information about the fish sold is often based on urban myth and decades old information and opinion. It sometimes seems more attention is paid to the latest information on consumer behavior rather than the latest information and knowledge about fish.

Consumers make buying decisions based on an assumption of accurate information and are assisted by a store staff employed with a single intent: to sell the customer. The more the customers buy the better the bottom-line. It is a carefully managed, profit driven business model. It is often times about price per share, ROI, inventory turns, cash flow, same store sales and the host of other critical business factors. It is today's retail reality.

The problem with the tropical fish retail market is that we are dealing with life forms as well. Responsible Husbandry, Humane Treatment, and Animal Welfare are often times lost in the business equation. Providing accurate, contemporary information to support the hobbyist's appropriate pet care is the responsibility of every retailer. Information that will assure appropriate pet care for the fish today as well as years in the future.

Fishkeeper's also have responsibilities. They should perform the research to assure responsible husbandry is practiced and the appropriate aquatic environments are established. Can a retailer force that action? No, but their responsibility remains the same. Retailers must provide information that accurately describes the nature and characteristics of the fish sold in a clear, concise manner designed to eliminate consumer confusion.

"Accuracy In Information" extends well beyond the Point-Of-Purchase signage. It includes web based catalogs and advertisements as well as other traditional forms of consumer communication. As many hobbyists are discussing this topic within their on-line communities, during association and club events, in e.mail's, and among themselves other issues related to "Accuracy In Information" surface. Hobbyists believe that the discussion should extend to: better education of employees at retail fish locations; painted fish; hybrid fish; water conditioning products; the pharmacopoeia of fish medications and treatments; species sold; the responsibilities of fish farms and wholesalers; and other equally important topics.

The most basic and visible manifestation of concern starts at the tanks. It begins with a baseline of accurate, scientifically supported, contemporary information on a species by species basis. The information should come from authoritative resources. It should be the factual data. Not opinions offered by "experts" which are proven wrong on a daily basis in the hobbyist market. It should be information that supports and encourages Responsible Husbandry. It should not be old and outdated data that has become the "rules of thumb" and "urban myths" so prevalent in the hobby.

Without information that permits and promotes the establishment of appropriate aquatic environments all other information is useless. If a buyer is not presented accurate information it is impossible to achieve responsible husbandry. The responsible husbandry that so many of the mass merchandisers are publicly committed to fostering.

"Accuracy In Information" is not about a single retailer. It is about fishkeeper's joining with committed retailers in a positive and constructive fashion to achieve the goals embraced by fishkeeper's and the fish sellers. Take the time to join a growing hobby-wide commitment to "Accuracy In Information" at the national, regional, and local levels.