Matt Schockley and his friend Tony Nora didn't have any experience running a retail food store before they opened Main Street Meat and Fish Market in downtown Pleasanton. But they are determined to make their organic and natural meat, poultry and seafood shop a success.

"It's a boutique-style meat and fish market," Nora said.

Nora worked in a restaurant for 10 years before venturing into the organic meat and fish business. Schockley was in marketing, selling electronic gadgets to hi-tech companies.

Both are residents of Los Gatos and picked the Main Street venue in Pleasanton because of the city's attractive demographics. 

"I drove by a hundred times and [the] demographics worked with what we are looking for," Nora said.

They said they got into the business because of growing consumer interest in buying local and knowing where their food comes from and demand is rising for more natural and organic, grass-fed meat.

The shop offers natural beef, steaks, hamburger patties and pork. It also features organic chicken, turkey, duck, rib eye steak and lamb chops.

Nora said he and his business partner do their homework and track down the sources of their meat and fish. "We know how it's raised, fed, and harvested," he added.

Nora said they try to get meat from local and small ranches.  The pork and lamb comes from California and beef comes from Oregon. Seafood includes Columbia River wild salmon, as well as halibut and swordfish.

"We focus on wild fish, not farm-raised and we buy the whole fish and fillet it here," Nora said.

The store has a modern Mediterranean look and old photographs hang on the walls showing how the refurbished building at 700 Main Street looked long ago. 

The owners soon hope to expand their offerings to sell sandwiches, produce and wine as well. "Our focus here is local," Nora said. "We have to understand what people want."

Nora said they hope to open a second shop in the South Bay and grow the business to provide catering services.

Tom Loitz, 63, who has lived in downtown Pleasanton for 30 years, said "The quality is excellent. You do not get that at Safeway."

Pleasanton resident Sandi Boher, who shops there regularly,  called it "It's a very good addition to the downtown."