Blog

At Pizza Expo, where thousands of pizza pros gather every year, the conversation often centers on one essential tool: pizza ovens. In a recent interview, Albert Grande of Pizza Therapy sat down with Jim Campbell, president of Fish Oven & Equipment Corp., to talk history, durability, and why Fish ovens still matter in restaurants, bakeries, institutions—and in the hearts of multi-generational pizza makers.

Who is Jim Campbell, and What Are Fish Ovens?

Jim Campbell runs Fish Oven & Equipment Corp., a company with roots that stretch back to the 19th century. The first Fish oven was built in 1869, and the company was formally established in 1874, making it one of the oldest names in commercial pizza oven and baking equipment manufacturing today. Jim jokes that despite his youthful enthusiasm, he wasn’t around for the start—but last year marked the company’s 150th anniversary.

Fish Ovens at Pizza Expo: From Exhibit Booth to Cook Line

For many years, Fish showed ovens on the exhibit floor. About four or five years ago, Pete LaChapelle convinced Jim to put a Fish oven directly on the Pizza Expo cook line. That move changed everything. Being on the cook line allowed contestants and attendees to actually use the equipment—feeling the trays, seeing the rotation, and watching pizzas come out in competition settings.

Jim describes the cook line as where “the rubber really meets the road.” It’s a place of creativity and passion: contestants—some new, some with decades of experience—push boundaries and show what’s possible when technique meets reliable equipment.

An Anecdote That Proved the Point

Jim remembers a moment that validated the decision to join the cook line. Nicholas Banker of Upper Crust Pizza used a Fish oven to win Pizza Maker of the Year at Pizza Expo. After that win, competitors who had been cautious about trying a different type of oven came over to ask to bake on Fish units themselves.

“My grandfather had a Fish oven. My father had a Fish oven. I’m gonna have a Fish oven.” — a dealer’s customer, according to Jim

What Makes Fish Ovens Different?

Fish ovens are not just pizza ovens; they are heavy-duty commercial baking systems used in bakeries, bagel shops, institutions, hospitals, prisons, and many restaurants. Key differences Jim highlights:

• Construction built to last—Fish resisted the industry rush to make things lighter and cheaper, keeping the robust build that has served customers for decades.
• Mechanical revolving trays—an evolution from an early rotating deck—are designed for consistent, hands-off baking and roasting.
• Versatility—units range from minimal (four-bun pan capacity) to massive 80-pan ovens for large-scale roasting and baking.
• Longevity—Fish still services ovens in continuous operation for 50+ years.

Size, Uses, and Price Range

Fish ovens cover a broad spectrum. The smaller units—what Fish often brings to shows—start in the low tens of thousands (Jim cites show units around $30,000–$35,000). The vast commercial ovens (80-pan capacity, all stainless steel) can reach the six-figure range—$180,000–$200,000—when built for heavy industrial use like large roast beef or bakery operations. Most customers fall somewhere in the $30k–$50k range.

Pizza Passion: From Box Mixes to Family Nights

Beyond manufacturing, Jim is a pizza enthusiast. He shared memories of making boxed pizzas as a kid (tiny packets of yeast and sauce) and how pizza remains a communal activity for his family. He uses Tony Gemignani’s The Pizza Bible for reference and enjoys teaching his grandsons to make pizza—turning an industry craft into family therapy.

That family spirit is part of why the pizza industry stands out. Jim praises figures like John Arena, Tony Gemignani, and Leo Spizzirri

for freely sharing knowledge—creating an environment where competitors help each other and celebrate each other’s wins.

Where to Find Fish Ovens and See Them in Action

Want to learn more or see a Fish oven in person? Fish Oven & Equipment Corp. is based in Wauconda, Illinois. Their site is fishoven.com. At the time of the interview, Jim noted Fish would be at Pizza Expo with a P-series unit on both the booth and the cook line (booth 2169). Stopping by the booth gives you a chance to touch and test an oven—something many find convincing after seeing a Fish oven in action.

Final Thoughts

Fish ovens serve as a reminder that durable, well-built pizza ovens and baking equipment still hold a vital place in modern foodservice. Whether you’re opening a pizzeria, running a bakery, or teaching kids to toss dough in your kitchen, the right oven can make a big difference. Jim’s message is simple: build a tool that helps operators succeed, and it will be part of their story for generations.

For more, watch the full interview with Albert Granda on the Pizza Therapy channel and visit fishoven.com to explore models and find dealers.

Pizza Therapy Store, T-shirts, Apparel, and Merchandise
https://pizzatherapy.dashery.com/