Mike Valley, owner of Valley Fish and Cheese, gives his customers plenty to look at including his hand painted signs. [Photo by Kimberly Burk, for The Oklahoman]

PRAIRIE DU CHIEN, WISCONSIN — Just as his ancestors did, Mike Valley draws his living from the Mississippi River.

But the 1,000-pound catch that fills his handmade nets and homemade jon boat is not destined for wholesalers. Twice a week, Valley and a couple of his friends feverishly clean their overnight haul of carp, buffalo, catfish, perch and sturgeon, which soon will be snatched up by the enthusiastic customers of his retail store, Valley Fish and Cheese.

“Fifty times a week, I hear ‘Oh my God, what a unique store. This is really cool,'” said Valley, 57, who runs the business with his daughter, Crystal, a confection artist who makes the candy that is another big draw.

Prairie du Chien locals and a whole lot of tourists shop for whole fish, fillets, steaks and the top seller, a catfish cut called selects that Valley invented. But the smoked products are what typically draw the customer exclamations.