Hundreds of people are taking to social media to express their sorrow at the passing of Tauranga's fresh fish king Bobby Palmer.

He passed away on Monday following a near decade-long on-and-off again battle with cancer.

Robert Tonihi Palmer, known by all as Bobby, was born on June 21 1954 and died on December 5 2022, aged 68.

'He had an illness for years which came back,” says Bobby's wife Agnes Palmer.

'For eight to 10 years he suffered with cancer. But it never affected his body and mind until November when it returned.”

Aged 68, Bobby is renowned for Bobby's Fresh Fish Market, which has outlets on Dive Crescent in downtown Tauranga, as well as at Papamoa, Greerton and Te Puke. They're all run by Bobby and Agnes Palmer's siblings, children and grandchildren.

'Dive Crescent is our main one,” says Agnes.

'We started that from about October 1996. It was just a fish market.”

Bobby's Fresh Fish Market on Dive Crescent. Photo: Bruce Barnard.

The flagship store on Tauranga's waterfront is regularly considered to be one of the best takeaway places in town, where fresh fillets from fish caught while swimming only hours earlier are turned into delicious wharf feasts.

There's often a queue of people waiting to choose from john dory, trevally, snapper, gurnard as well as kina, oysters and mussels – it all depends on the catch of the day. There's also battered hot dogs and doughnuts. When there's no fresh fish available, the shop doors are closed.

Large display cabinets show fresh fish and shellfish at Bobby's Fresh Fish Market. Photo: Supplied.

The classic Kiwi fish and chip shop by the wharf has grown to become not only one of Tauranga's most iconic places, but is enjoyed by thousands who travel from across New Zealand to partake of what is often touted to be the best fish and chips in the land. The only competition are arguably the other Bobby's Fresh Fish outlets, which keep to the same high standard.

Previously, Bobby has said that the difference at his shops is the quality and freshness of the fish, typically moki and trevally, and because his chips are cooked in beef fat instead of oil. The tallow makes for crispy yet fluffy batter and distinctively tastier chips.

Large display cabinets show fresh fish and shellfish at Bobby's Fresh Fish Market. Photo: Supplied.

Agnes says that Bobby was diagnosed with cancer about ten years ago.

'He had an operation and treatment. In 2016 it came back again. It went away again but came back. On November 8 they diagnosed that it had spread.

'This time we accepted he may never get rid of it. Bobby and I knew he was very ill and accepted that life would change, but we continued life as normal. We tried to keep to a normal life and go to work as normal, and he was working right up until the day before he died.”

Tributes flowing for Bobby

Tributes to Bobby have been coming thick and fast across social media as the sad news of his passing spreads.

Malcolm Cowden says Bobby was his first boss after leaving college, working at the Hull Road fisheries fresh fish market.

'Spent 3 years there. Condolences to the family. He will be missed. Loved the time me spent with them all light healing,” writes Malcolm on Facebook.

Bobby's Fresh Fish Market in Chadwick Road, Greerton. Photo: Supplied.

Phrases being used to describe Bobby include ‘such a great man with an iconic business', ‘Big Bobby', ‘larger than life gentleman', ‘good man', ‘great bloke', ‘such a gentle kind and humble man', ‘entrepreneur', ‘much loved' and ‘great man'.

'A big man with an even bigger heart,” says Grant Laird.

'The Bay has lost a bloody legend for sure,” says Lori-anne Foster. 'Deepest condolences Agnes, whanau & many friends. Good memories of you both hard workers. The best fresh fish & chips in the BOP…Ever.”

Others also posted about their memories of Bobby attending Mount Maunganui Primary School and Mount Maunganui College, and playing rugby at Arataki.

'RIP Bobby a great class and playmate at the old Mt primary. I remember his skill at marbles and bullrush too,” says Philip Ewens.

'Went to Mt Primary with my brother and me at Mt College. Very respected family. RIP Bobby,” says Pat Wakelin.

'RIP Bobby. I still remember our battles on the Padded Tennis courts at Mt Primary,” says Rex Cottrell.

Andy Rutter was also a classmate of Bobby's at the old Mount Maunganui Primary School and Mount Maunganui College.

'Remember you regularly coming to school on your horse, no saddle just a rope bridle, leaving it in next door field till time to catch it and head home,” says Andy. 'Staunch at Bullrush too...lots of other memories. Rest easy mate.”

'A nice polite and softly-spoken boy in my Religious Education class - RIP Robert,” says Maree Lewis.

'RIP Bobby, always a little tough guy through school but a good bloke all round,” says Jeff Larsen.

'Sad news, sincere condolences to te Palmer whānau. Bobby was one of my first JMC Arataki rugby coaches, forever grateful for his guidance and passion for us young fellas and our club back in the day. And OMG best fish & Chips ever. RIP Bobby, cheers Bones,” writes Tony Jane.

'Moe Mai ra tāku rangatira, Farr my bro, bloody sad news, Arohanui all the whanau, BP, TP will always look back on our Mt College first 1V days, especially our Gold Coast trip. Really sad news, my whakaaro with you all, let me know if I can help in any way,” says Bud Blackwell.

'RIP Bobby , they are in for a shake up, up there bro , was a pleasure having you guide my first couple years of Senior Rugby,” says Grant Bliss.

Bobby's Fresh Fish Market on the Tauranga waterfront. Photo: Brook Sabin/Stuff.

Bobby's love of family and commitment to business excellence is legendary.

'I have been doing business with Bobby for 23 years. I wish all my customers were like him. RIP Bobby,” says Simon Fenlon.

'Bobby helped me so much when I started my business many thanks Bobby,” says Brett Bartlett.

'Sad, Ex Bobby fish, l worked 14 year, Tauranga, Te Puke, Papamoa, Wakakamarana, Tokoroa, and Greerton, peacefully Bob,” writes Willie Griffiths.

'HEIL Bob we had some good laugh when I came to the shop, always there every morning to make sure things are set for the day. Arohanui to the whauno,” writes Leni Thocolich.

'Best fish and chips in town! I've still got your horse he's 19 years now you named him Diff! I named him Dude RIP Bobby,” says Lisa Hawkless.

Thursday on Matakana Island

For those planning to attend Bobby's funeral, a service will be held at 10am on Thursday, December 8, at the Opureora Marae on Matakana Island.

A barge leaves Omokoroa at 7.45am and 9am on Thursday.

After the first barge has arrived there will be one ope whakatau on to the marae, while the pahi from the second barge sailing will go straight into the service at 10am.

The first barge on the Nehu day will be the last opportunity to go through Pōwhiri proceedings.

The barge will leave Matakana Island for Omokoroa at 1.30pm and 3.30pm.

Matakana Island residents ask that visitors be mindful of keeping everyone safe from Covid.

'To protect the health and wellbeing of our Whānau Pani, and our Whānau and surrounding community on Matakana Island, and with the current new waves of Covid, circulating and crippling our whānau me whai whakaaro, If you are unwell, sick or have symptoms of Covid or mauiui in general, E Te Whānau we ask that you please stay home,” says a Matakana Island spokesperson.

'Hygiene stations will be set up at the Waharoa and the Manuhiri front Toilets. RAT Tests will be readily available, as well as sanitisers and masks. Amohia Ake Te Ora o te Iwi Kia puta ki te Whei Ao.”