“Eat fish, live longer” (M. Slavin & Sons, Ltd.)

“Eat fish, live longer” is the slogan of Brooklyn’s M. Slavin & Sons, Ltd., trademarked with a “first use” date of 1960. The slogan was also used by Paddy’s Clam House (215 West 34th Street, between Seventh and Eighth Avenues) by 1957.
 
“Eat Fish—Live Longer; Eat Oysters—Love Longer” has been a sign and bumper sticker slogan since at least 1964.
 
“Eat Fish—Love Longer; Eat Oysters—Love Longer; Eat Clams—Last Longer” has been cited in print since at least the 1980s.
 
 
M. Slavin & Sons
“eat fish, live longer”
M. Slavin & Sons, Ltd. is proud to present this website. Its easy to use format will enable you to discover the wonderfully vast and diverse array of the ocean’s bounty, all under one site and just a click away. Our seasoned and knowledgeable seafood buyers scan the globe to bring you the largest and most diverse selection of seafood products found anywhere. Whether you need whole fresh fish, hand cut fillets, live shellfish, breaded, smoked, canned or frozen products, M. Slavin & Sons has it all.
 
It all began with a small retail store in Brooklyn in the early 1900s. Today, that small store has grown into a major processing plant in Brooklyn, a wholesale operation in New York’s Fulton Fish Market, and service and distribution locations in Florida and Puerto Rico. Our latest acquisitions include a retail and wholesale distribution processing plant in Virginia, and a state-of-the-art processing plant in Point Judith, Rhode Island, where we are direct receivers of North Atlantic species and producers of domestic squid under our own Point Judith Fishermen’s Co. label. M. Slavin & Sons will continue to explore and expand into new markets around the globe in order to meet the growing needs of our customers.
       
24 March 1957, Fort Pierce (FL) News-Tribune, “Outdoor Florida” by Herb Mosher, pg. 8, col. 3:
“Eat fish, live longer, food expert says” and “eat fish four times a week to save your life”—that’s part of a re-print on an article handed over by Courtney Harden and E. Z Nicholson, well-known Fort Pierce wholesale and retail fish dealers.
     
15 July 1957, Tyrone (PA) Daily Herald, “My New York” by Mel Heimer, pg. 4, col. 1:
At 75, Paddy (White—ed.) is a budding author (Eat Fish…Live Longer, due out this autumn), owner of Manhattan’s oldest seafood restaurant, Paddy’s Clam House, and holder of the world’s record for opening clams—a hundred in three minutes and 29 seconds, which he set 59 years ago.
 
23 November 1964, Charleston (WV) Gazette, “The Gazetteer” by James Dent, pg. 15, col. 1:
A LOCAL seafood shop has this sign hanging over a counter inside: “Eat Fish—Live Longer. Eat Oysters—Love Longer.”
 
Google Books
$250,000
By Edward M. Cohen
New York, NY: Putnam
1967
Pg. 119:
“Eat Fish. Live Longer.”
 
18 June 1970, Springfield (MA) Union, “New York Scene” by Norton Mockridge, pg. 31:
Elizabeth Wallace is executive director of the Oyster Institute of North America, and she’s preparing to make a movie about oysters and clams.
 
Meanwhile, she drives about the country in a car which carries this bumper sticker:
 
“Eat Fish—Live Longer.
Eat Oysters—Love Longer.”
 
Google Books
The Erotic Ocean;
A handbook for beachcombers
By Jack Rudloe
New York, NY: World Pub.
1971    
Pg. 69:
Oysters are believed to be an aphrodisiac and the state has distributed license plates that say, “Eat Fish — Live longer. Eat Oysters — Love longer.”
   
Google Books
Oystering from New York to Boston
By John M. Kochiss
Middletown, CT: Published for Mystic Seaport by Wesleyan University Press
1974
Pg. 180:
A recent push by the Shellfish Institute of North America to attract attention to the oyster reflects rather succinctly the current thoughts on life and love. One of their free car stickers reads: “Eat fish live longer. Eat oysters love longer.”
 
Google Books
6 June 1977, New York magazine, “Columbus Avenue,” pg. 55, col. 1:
Powers Fish and Oyster Market (No. 531, near 86th, 362-2800) is living testimony to the fish-industry slogan “Eat fish, live longer.”
 
Google Books
Frommer’s Florida
By Marylyn Springer and Don A. Schultz
New York, NY: Prentice Hall Trade Division
1989
Pg. 177:
Their bumper sticker appears on many a car in town and reads: “Eat fish — live longer, eat oysters — love longer, eat clams — last longer.”
 
Google Books
Shitting Pretty:
How to Stay Clean and Healthy While Traveling
By Jane Wilson-Howarth
San Francisco, CA: Travelers’ Tales
2000
Pg. 17:
Eat Fish — Live Longer
Eat Oysters — Love Longer
Eat Clams — Last Longer
— Bumper sticker, Delaware
 
rachelleb.com
Eat Fish, Live Longer
April 27th, 2003
This truck totally made me smile. When I got home, I checked out the M. Slavin & Sons website and it made chuckle too. It reads: “M. Slavin & Sons, Ltd. is proud to present this website. Its easy to use format will enable you to discover the wonderfully vast and diverse array of the ocean’s bounty, all under one site and just a click away.” I think they could use a copywriter.
 
(Trademark)
Word Mark EAT FISH, LIVE LONGER
Goods and Services IC 035. US 100 101 102. G & S: Wholesale fish distributorship services. FIRST USE: 19600000. FIRST USE IN COMMERCE: 19600000
Mark Drawing Code (1) TYPED DRAWING
Serial Number 76045544
Filing Date May 11, 2000
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition February 19, 2002
Change In Registration CHANGE IN REGISTRATION HAS OCCURRED
Registration Number 2569196
Registration Date May 14, 2002
Owner (REGISTRANT) M. Slavin & Sons, Ltd. CORPORATION NEW YORK 31 BELMONT AVENUE BROOKLYN NEW YORK 11212
Attorney of Record EDWIN KOMEN
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR).
Live/Dead Indicator LIVE