Fall River’s Higson Seafood fishes for fans with fun Facebook videos


FALL RIVER – There have been reports of shark sightings in Fall River.

No need to flee the area, however. Just grab a bigger boat – or rather a car – and get ready to open your jaws wide.

There is a great white that is serving great specialties on a bounty of items at Higson Seafooda longtime Fall River staple.

And that carcharodon carcharias greeting customers with his toothy smile is none other than Brad Higson, resident shark at the Shop at 917 S. Main St. run by his family for 71 years.

He has become somewhat of a local celebrity in these areas.

Higson helps family business stand out from competition with delicious facebook videos which have attracted a number of people logging on to see the shark’s latest escapades.

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In every video posted on Higson Seafood Facebook PageHigson, dressed as a predator, helps locals in the Fall River region track delicious prey by showcasing a sea of ​​offerings at the take-out market – from their famous fish and chips to their lobster roll, crab claws, swordfish skewers, chowder and clam cakes, stuffed shrimp and more.

“You can put an ad out there and nobody pays attention to it, but if you do something crazy people want to see what you’re going to do next,” said Higson, a Fall River resident.

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For the Higsons, their viral videos started a few years ago with a crazy idea and a shark costume. Higson and his daughter Kate were looking for a way to have a little fun with the market announcement, and Brad Higson decided to dive in fins first.

“One day I put it on and started having fun, my daughter filmed it and put it online and people started watching it and can’t wait to see the next stupid thing that I will,” he said.

“It’s fun to have fun. Why not ? ” he added.

Kate Higson, who manages Higson’s social media, acts as a director and sometimes narrates their videos.

“I do all the display, he does all the crazy acting,” she said.

Brad Higson, co-owner of Higson Seafoodis joined by a team of family members who help run the day-to-day operations of the popular market and have become familiar faces to customers over the years.

“I tell people I’m a roofer, I do whatever needs to be done under this roof,” he said.

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He said that Facebook videos have certainly helped bring more attention to the company and expand the network of customers even further. Their most recent reached over 9,000 viewers and garnered tons of positive feedback from around town and beyond.

When he dons the shark costume, Higson isn’t fishing for the compliments, but they are pouring in from locals who are fans of the shark and his antics on Facebook.

Brad’s wife, Michelle Higson, said it was not unusual for him to be recognized even as a fish out of water and incognito.

“We’ll go to Middleboro or Wareham, anywhere and someone spots it,” Michelle Higson said. “When we meet people when we’re out, they’re like, ‘So when’s the next commercial?'”

“They’re always looking forward and anticipating it because you never know what’s coming out of your mouth,” she added.

Along with announcing their slate of current promotions, Brad Higson said anyone can guess what he’ll be doing each week. He said there was no rehearsal involved and most appearances were off the cuff.

“I never know what I’m going to do until I put on the shark costume,” Higson said.

Higson Seafood employee Joe Cabral works on a St. Patrick's Day sign at the South Main Street Market.

Although most are improvised, some forethought is required to give viewers a treat, especially during the holidays. Lucky customers can catch the shark dressed in Irish attire in their next pre-St. Patrick’s Day commercial.

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In warm weather, Higson says he’ll take his show on the road — just a few feet away — waving to passers-by on South Main and taking video outside the store.

“People laugh and say yes, you’re crazy,” said Higson, whose characters encompass a wide range of sea life.

If you spot a big, mutant-sized shrimp strutting down South Main Street — commanded by part-time shrimp fisherman Higson — don’t worry. It’s just a sign that you should head over to Higson’s to check out their shellfish catch of the day.

“It’s so much fun, I love being a part of this place, our customers are fun, they know they’re going to come in and end up laughing at something,” Michelle Higson said.

She says she enjoys the camaraderie with the customers, many of whom feel like family.

“As soon as they get out of their car, you know exactly what they’re getting,” she said. “You made this connection with these people.”

When asked if she would carry the torch once her dad’s shark days were over, Kate Higson quickly ruled it out.

“He convinced me to do it once…not for me,” said Kate, who prefers working behind the camera.

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