Pesca Vis Seafood Restaurant Amsterdam in Jordaan

One of the best meal I’ve had in Amsterdam ! It’s a must if you’re seafood fan !

Amazing dining experience. This was our last restaurant on our Amsterdam trip and we loved everything about it. The “pick your own seafood” concept was pretty neat, and we loved how you’re allowed to select your own portions! The food, presentation & service was 10/10. The restaurant itself is a work of art, and their deserts are a must try. Highly recommend anyone visiting Amsterdam to check them out!

The market-style fish stalls at the entrance feel like an authentic seafood market, with knowledgeable staff and an impressive variety to choose from. The wine station is equally professional, offering a great selection. Everything that came from the kitchen was perfectly cooked and a real treat for the palate. The atmosphere is lively, and the service is professional and friendly.

The fish market concept is really cool, and that's what we came for. But this is really extremely overpriced for what it is. €160 for a lunch for two. There was only one other table, so perhaps the "real" chef wasn't working and his replacement was doing it. But the fish wasn't quite prepared correctly and didn't feel as tender or fresh as I'd expected from a "catch of the day" concept specializing in fish. And paying €44 for (literally, no hyperbole) 1.5 crab legs is a rip-off. For that price, you can almost get a whole seafood platter at the competition. On top of that, you notice some clumsy things like lights that aren't adjusted properly and shine in your eyes, dirty/broken restrooms, and tables that are too long for the "shared dining" concept. Which would be fine in a food court, but not acceptable in a restaurant where you pay €160 for a lunch for two.

Loved the concept and the quality of the food excellent. Service spot on and can't wait until they open a restaurant in the uk!

best place for a date night! i was intrigued by the whole concept of Pesca, but weary about it being just another Instagram gimmick. luckily it completely surpassed my expectations. choosing our fish and wine was super fun, and the dishes absolutely delivered. great experience, great food, great atmosphere.

A unique place with original designs of very good quality and craftsmanship.

The flavors of the main dish just didn't live up to expectations. Appetizers were very good, but main was bland and uninspiring, especially for the price.

I can't say enough good things about Pesca. It wasn't just dinner it was a dining experience. No Menus, you are greeted and walked over to the Theatre of Fish with all the fresh offerings on display. You pick out how much or how little of each item you want (except for the whole fish) and are explained how each will be prepared or what options you have. We went with a lot of different options so we could try as much as possible. Then you swing by the Wine market where you can pick out a bottle, cocktail, or glass of wine. Service was amazing and the food was stellar. I would say this is my favorite seafood dinner I've ever had. As a starter we had the Hamachi. Definitely get the bread because it and the butter it's served with are amazing. Then we had a couple of scallops, Octopus, Gambas, the mussels and clam combination, calamari strips, soft shell crab, and finished it off with my favorite fish of all, Turbot. If you love seafood you will remember this restaurant for the rest of your life. Cheers!

Really great service experience, fantastic choice and quality seafood

I was at your place for dinner last week and had a wonderful experience! A great fish market and wine concept. My favorite catch of the day was the monkfish. I also ordered the Pulpo and fries, all delicious and fresh. The sommelier's wine suggestion was spot on (Arbois Tradition Rouge 2023). Deliciously smooth!

AMAZING place to have dinner and to splurge a little bit. Would definitely return!!!

The taste, atmosphere and price performance were good for us. Reservations are required.

Amazing fish restaurant in Amsterdam. It is not cheap (with wine you can easily reach 100€ per person) but deserves any euro spent. Fresh fish (concept based on day fishing availability) that you choose from the fish bar and the restaurant will recommend the best cooking options.

I love the concept of picking your proteins - especially the fresh fish - and sides as a group. And the fish was all cooked to perfection! However the limited methods of preparation was a bit disappointing. And you have to go with patience in mind and expecting an experience - which is fine. But if you show up hungry and want to get to your table to order and eat - then snack before you come! All our servers were great and attentive. Place is lively and it was hard to hear others at our table from time to time. I would recommend and would definitely dine there again!

A fun concept, the food was also delicious. The oysters are highly recommended. 9 out of 10 items were truly delicious. One drawback is that you have to wait a while at the fresh fish section to order. When it's busy, the wait can be quite long. Red prawns are not recommended; they're not fresh, but frozen.

The most dishonest gimmicky pricing I've ever seen in a restaurant. Putting the quality of the food aside, you won't exactly know how much you are paying for because there is no written menu where you can think about what you're ordering and how much you're paying. The dishonest bit comes with the hidden cost to a "pesca foundation" they will add to the bill, without your full prior knowledge and consent. What it is the pesca foundation ? Who knows. I won't mention the hilariously embarrassing sardine can charade at the start.

The squid was 6/10. The shrimp was 9/10 and the size was amazing. The fish (I don't know what it's called, about half-bodied, according to their recommendation, it's the most expensive type, but honestly, it doesn't taste great. I'd have preferred sea bass, but the seasoning was good.) The restaurant is nice, and I think you need a reservation if it's late.

Sensational! The highlight of our trip to Amsterdam. Fabulous fresh fish beautifully cooked, lovely ambience. Highly recommended.

Awesome! A really fun experience!

A wonderful experience at this "fish market." Upon entry, a beautiful display of fresh fish awaits you; they let you choose your fish and suggest how to prepare it. They then let you choose your wine, and then you're escorted to your table. The place is charming, with beautiful soft lighting, and the waiters and service are friendly and well-timed. The price is fair for the quality! Well done.

Fantastic, the food here is so good! You'll receive a friendly welcome and then order your own fish dishes at the fish market. Fresh fish is presented on ice. You'll be given an explanation of how it's prepared, and from there you can make your choice. Then you can browse the wine market while enjoying a glass of cava and choosing a suitable wine. Then you sit down at the table, where you'll be amazed by the delicious dishes you can share. Beautifully presented. The smoked oysters were so delicious. The fish, the mussels, Asian-style, were top-notch. Everything was, in a word, AWESOME!!!

One of my all time dining experiences! A casual atmosphere with unique seafood market feel. The seafood was the freshest I’ve ever had. Fantastic!

A great place to eat freshly cooked fish.

My second time here, but I'd love to eat there every day! The staff is great, but the food is even better. An experience I highly recommend for all fish lovers 🥰

We visited from all over to dine with you and left full, happy, and will be talking about it for weeks to come. The whole experience was so much fun and the seafood was top notch, preparation was amazing, and the service was great too.

Excellent experience! We are definitely coming back!

Fun place. Make an appointment, Walk in order your raw seafood. They will tell you how it gets cooked. Go to the wine bar and order your bottle. Ho to your seat, they will bring what ever is cooked out to the table when its done. Food was excellent, cooked perfectly. Atmosphere fun a bit packed in, but all good. Worth going, would go again.

We really enjoyed the experience at the restaurant, and we're presently surprised by the quality of the fish and delicate tastes of the dishes. The atmosphere and service were amazing! Highly recommended!

Compared to the eye-catching ordering system, the food itself was rather underwhelming. The scallops and prawns were good, but I didn't understand why the scallops were cold when they arrived; I thought this dish should be served hot. The squid was a disappointment; I didn't really like the deep-fried and sauced style. I prefer the Japanese style of squid, blanched with wasabi and soy sauce. The octopus legs were the biggest disappointment—very tough and chewy, lacking the proper springy texture. I don't know if this was due to the ingredient itself or the chef's cooking technique. I came from Portugal, where octopus legs are generally much better.

My first time visiting Pesca with a good friend! We both had a really nice time, the fish was delicious and we both loved the Tuna steak. The host was very friendly and hospitable. All the staff did their best to make us feel welcome and informed us about the process. The octopus, tuna steak and scallops are a must try. The Sierra red was also perfect !! Happy to recommend and can’t wait to visit again!!

A must go seafood restaurant. Everything about this place was exceptional! You start of being greeted at the door and explained how the evening will go. You next head to the “fish market” where you select the fish that you will specifically be eating for the evening. The man working there talked as through how each fish would be prepared, asked for our likes and preferences and then recommended certain items and quantities of things. Once you’ve selected your fish, you make your way over to the wine nook; here, a server recommends wine based on the fish you have selected. Once seated, you can see into the kitchen where all the fish is prepared and brought out in rounds. The staff here are some of the friendliest most helpful servers I’ve ever experienced. They went above and beyond to make sure we were having an enjoyable evening. If you love seafood, this is a must-go stop.

Delicious dinner. Great fun to choose your fish first. Clever concept I first experienced in HK. I highly recommend

One of the best dining experiences of my life

We booked a Dinner for Two through AMEX Experience at Pesca Amsterdam. Upon arrival, we first had to scan a QR code in the AMEX app. Fine, if it worked—but the app refused to log in. We tried on two phones, nothing worked. And what did the staff do? Absolutely nothing. We were simply left standing at the counter, without help, without understanding, without any effort to think along. This is exactly how you ruin a pleasant afternoon. You expect professionalism from a restaurant like Pesca and a brand like AMEX, but this was downright unfriendly, impersonal, and clumsily handled. A real shame about the experience.

Fantastic place! We enjoyed such delicious seafood. Truly a great meal and great drinks!

Great place to eat fresh seafood Absolutely liked concept of the place

Very nice seafood place, cool concept of choosing your meal before sitting down. Irish oysters were so good (I had to get seconds!) The sea bass fish was nice but a little plain (I took it home and just cooked up the next day was still nice) , the fries were crunchy and soft inside so yummy, the mussels in the white wine sauce was delicious, the pulpa (octopus) was nicely grilled although not my favourite it was still nice just a bit chewy at the top but softer as you go down, the tuna steak was divine, the bread with the butter was good❤️the yellow tail sashimi with European soy sauce was sooo good, must try so fresh and the prawns were big and juicy, the green sauce wasn’t to my taste but it was still good (I usually have spice but nothing was spicy which is not the end of the world) the staff was friendly, sometimes hard to get their attention but it was also busy at the same time so it’s super understandable, they explained the dishes well and some of the dishes you get to choose between options. For all of the dishes + a glass of Chardonnay and fizzy came up to almost €150🥹 which is worth the experience in my opinion. Thank you Pesca!

A funny concept, it feels a bit like an amusement park. Everything was cooked well, but I think we were a little thrown off by the concept. The only options for main courses are seafood, which is helpful to know going in. It was slow getting silverware and water when we asked for it.

What a feast! Pesca truly deserves its reputation as the best fish restaurant in town. From the moment you walk in, you feel it’s not just dining — it’s an experience. I went with my girlfriend and daughter, and from the very first bite we were smiling. My daughter was so delighted she couldn’t stop spinning around on her chair — that’s how much fun she was having! We started with freshly baked bread and cured salmon, followed by crispy fried river crabs — salty, juicy, and perfectly crunchy. Then came a parade of ocean delights: red gurnard served with a delicate buttery sauce that beautifully highlighted its sweet, ocean flavor; tender pulpo with just the right char; and a selection of fresh shellfish, each cooked to perfection and bursting with taste. The vongole pasta was simply divine — creamy, rich, and full of that deep, briny character that takes you straight to the sea. Even the sides stood out: golden fries that couldn’t be crispier and aubergine so tender and flavorful it practically melted in your mouth. To top it all off, we had a beautiful white wine from Zeeland — fresh, mineral, and the perfect match for the meal. At Pesca, you don’t just taste fish — you taste craftsmanship, joy, and genuine love for the product. The staff is warm and knowledgeable, the atmosphere relaxed yet refined, and the whole experience feels like dining in a modern fish market with a touch of theatre.

Unique experience like no other. It may sound intimidating to hear there’s no menu and you walk in and choose the fish that’s on display, but the staff are so wonderful at walking you through it all. The flavors were phenomenal and unique. We had Dutch oysters, calamari, scallops, burrata salad and the monkfish.

A very creative and fun concept with choosing your food and wine. The presentation of the seafood options and explanations of how each was prepared was well done. There is a very nice wine selection to go with all the dishes. It can take a little time to move through the process but well worth the wait for each dish we selected. A very enjoyable evening.

Outstanding seafood quality and variety, all deliciously prepared. We would highly recommend it!!

What a unique experience - absolutely worth a visit. I would skip the scallops, but the soft shelled crab crab and schol were amazing. Hamachi was probably the best bite of the evening

From the minute we walked in the door this restaurant was amazing, the staff was great, the concept was interesting, the vibe was cool and the food was incredible! Will definitely return when back in Amsterdam

Unique but inefficient concept. There's a front counter where you can pick out your entire meal, and this is the first step. Staff were really helpful and informative, though the dishes were a bit hit or miss. Oysters, hamachi, scallops and octopus were quite good. The "pickled salmon" was incredibly bland, as was the whole grilled fish, finished with a picante style sauce? Overall a cool dining experience but not something worth repeating.

Just had dinner at Pesca. Lovely food, great and attentive staff! They know what they are talking about as well :) Definitely a place to come back to when visiting Amsterdam!

Staff very knowledgeable. The food is delicious

Highly recommended! A wonderful experience that starts the moment you step inside.🐟🐠🐡🍣🍤🎣

Great concept! Super-friendly service who explained everything to us thoroughly, and we had a truly delicious meal. Because of the crowds, the first area where you're greeted is a bit cluttered. It feels a bit too literal to call the fish market: busy and noisy. We could barely hear the fishmongers over all the noise. You also have to really try to get the server's attention to order drinks at the table. The focus is mainly on serving the food, which I understand is a problem during busy times. We'll definitely be back at a quieter time!

Excellent place, incredible service, and very good food. It's an experience, not just the food. You choose your fish or seafood and they cook it for you. Very good wines, some of the best in Amsterdam.

A very unique dining experience – it begins at a small fish market where you choose your seafood, followed by a drinks bar to select your beverage. The seafood is fresh, though it would be nice to have more variety in cooking styles. Overall, the food is good and the service is excellent.

Unique concept! Had a fun time picking out the fish we’d like. The mussels and monk fish were by far our favorite! Mussels with the bread are a must!

Fantastic restaurant! Super fresh fish and a fun concept. Cozy atmosphere and super friendly staff. Highly recommended for fish lovers!

Loved everything about this place. The experience from start to finish was really great. The food was the best we had in Amsterdam. Very highly recommended

Pesca is a tremendous concept with fresh and delicious seafood. The staff are friendly and knowledgeable on the selections of the day as well as the wine. Try Pesca if you are looking for a new and refreshing dining experience.

I love my experience in this amazing seafood restaurant. From beginning to end, I feel I am well taken care of and well informed. Especially love the way of ordering the food. I am shown to the fresh seafood and can pick whatever I like to be cooked. Some of them are grilled and some are fried. The taste is top quality, the speed of serving reasonable. Before the dish, I have the bread with amazing butter source. I will visit again when I visit Amsterdam next time. You need to book in advance! It’s popular.

What a fantastic experience at Pesca! From the time we walked in the door, the hostess was busy with many customers but she was gracious, polite and took care of each person patiently. We met with the staff that introduced the evening's seafood. He went through each item clearly and with extensive knowledge. We didn't feel pressure or concerned with over ordering. We wanted a number of dishes so we could try different seafood. It was nice that each dish had it's own unique cooking preparation. We proceeded to order our drinks and we met with another knowledgable and friendly staff member. He let us taste different wines before we made our selection. We then proceeded to the dining room and was greeted quickly. After we sat down, our food came in a timely manner, a few at a time so we could enjoy each one. We started with fresh oysters from Ireland and they were sweet and delicious. Next dish was the panko crusted soft shell crabs. Another amazing dish. The pan fried scallops with the foam was amazing, the only downside was that my partner had a much bigger piece than me. We finished with grilled langoustines. Flavorful but not much meat on it. Still, a wonderful simple preparation that showcased the sweetness of the langoustines. Everything from the service, food and atmosphere was 5 stars. We loved the concept of being able to order based on what was fresh and in season and not have a menu to order from. Staff was well educated. Overall this was a great experience and we wish a concept like this was in San Francisco.

Living on the west coast of the U.S. (Seattle) I have had many wonderful seafood dinners .. that being said my dinner at Pesca ranks as one of the best… and the unique dining experience they’ve created only adds to it. You’ll probably need to make a reservation a day or two prior to… do it !

Excellent food Dining at Pesca is and remains a special experience. Upon arrival, you can select your own food from the fish display case. You'll receive an explanation of the dish, how it's prepared, and how it's served. Once you've ordered your food, you head to the wine bar to order a delicious bottle of wine to accompany your meal. Afterwards, you can enjoy a drink at the bar beforehand or go straight to your table. Afterward, it's a real treat to be served the various dishes and savor them. The staff is very friendly and attentive. It was truly a pleasure to spend a pleasant evening at Pesca. Anyone who loves fish should definitely try it. We'll be back.

Great experience and great food. The fish mongers help you select the right amount of fish from a huge variety available. The kitchen staff does an amazing job cooking each dish creatively and at a pace that lets you enjoy the meal. The rest of the staff work really hard to make your evening delightful. One of the best restaurants in Amserdam!!!!!

I came here with friends and I have a nut allergy. Originally I thought I may not be able to eat but Lisa was an AMAZING server. She literally sat down with me and helped me to understand the menu and things I could eat. Her thoughtfulness was truly so kind. I can’t rave enough about her service in particular. Thanks again so much Lisa!

If you are looking for something a little bit different then this is the seafood restaurant for you. Pick your own menu with the help of staff who are very passionate and knowledgeable about what they do although the system at the beginning was a bit chaotic.The food was world class but being hyper critical the prawns could have been de-veined & were sadly gritty. However the flavour of every dish was superb and the scallops the best I’ve ever had. Would return without a doubt and highly recommend!

The best seafood, delicious, good service

A must Amsterdam stop. What a fun experience. I stop by on all My Amsterdam trips.

Amazingly delicious food! And a great concept – a lot of fun. The service is very professional and friendly. You never have to wait long. If you like fish, this is the place to be!

Excellent food, the concept is also very fun. There is no fixed menu, you go to the “fish market” and choose whatever you desire. Then, you pick from the “wine market”. Fantastic servers, and fantastic food! I highly recommend.

Pesca isn’t just a restaurant. It’s a whole experience around seafood. The concept of “theatre of fish” is executed beautifully as you select from the freshest seafood on display, guided by staff who are both knowledgeable and then it’s prepared to perfection. They are good at getting your money, as you work through the "fish market", then to the "wine and beer market" finally end up at the cocktail bar, even before sitting. But, in all honesty, it was worth the experience. Every dish we tried was exceptional, and the flavors were vibrant, balanced, and simply unforgettable. My only criticism was that once you were at your table, you had a multitude of servers, and quite frankly, just felt like "another table". Putting that small critique aside, Pesca is a must-visit if you love seafood!

Great place for all kinds of tasty fish. Ordering need some time because of the great explanation of all kind of fish they serve. Love it. Will be back

A very nice and lively seafood restaurant. You choose what to eat in a deli bar where you get help from the staff then you go to the bar and tell them what you want to eat and they give you drink suggestions. Bring your drink to the table, then the food comes at a reasonable pace. Everything was very good, a really good restaurant without fine dining!

We loved it. The food doesn't need salt or pepper because it's just right. It would be amazing if they had some hot sauces for Mexicans. Everything was spectacular. A very good experience!

Best seafood dishes i have ever had. Very different cuisine than normal restaurants, delicious. Wish to have it in London too. The only bad part is waiting time to be able to choose your dishes from the market.

Great experience with a very interesting concept, fresh fish, great service. Would recommend to any fish lover

Personally, I feel like there's no harm in comparing (just came back from a seaside restaurant in The Hague yesterday...). I feel like this restaurant focuses on the experience, but staffing can be a bit tight during peak hours. The food is delicious, but the price should be considered. 🐟

Fresh seafood, oysters were amazing! Staff was friendly and funny. Butter they used was infused had a seafood flavor, first for me.

Amazing experience. Food was sublime. Wonderfully presented and incredibly fresh.

My family and I enjoyed delicious dinner at Pesca Seafood Restaurant. Both the atmosphere and the service were outstanding, and the chef skillfully highlighted the characteristics of the ingredients. I highly recommend everyone to enjoy the food at this restaurant.

Great place -a novel experience in choosing your fish and seafood and it was all delicious!

We had a great dinner here! We've been to one in Rdam before and really wanted to check out the one here. Mussels, tuna and bread - everything was fantastic! Most of the staff seemed happy too - there was only one guy who looked quite emotionless. Prices are on the higher side, but considering the quality and that it's seafood, it is absolutely worth it! Still, we love the seafood here and would def consider coming back to Pesca!

Food was delicious. All the dishes we got were good. The scallops were my favourite. The cauliflower was also really nice. Great atmosphere, friendly service! 10/10

this concept is so fun. You go from a fish market to the wine market and set up your own shared dining experience. But more than this delicious food and great concept, the service makes this really special. It is one of the few places where the staff is so genuinely excited to help and it makes the experience 10 times better. Thanks to all the staff for going above and beyond (like the hostest giving local tips to a girl that just moved to Amsterdam, youre the sweetest!)

Incredible experience, some of the best and freshest seafood I’ve ever had. The whole experience is amazing from the fish market selection to the wine room. We had the best oysters ever, the hamachi crudo was out of this world, and the monkfish was so excellent we were licking the plate, must try this place!!

Well what can I say, my first time eating at Pesca (as a Brit) I was behold satisfied, I’m not a huge fish eater but I would definitely recommend and come back, I’m not a fan of filleting fish so I had the monkfish which was very pleasant/elegant. Staff were friendly and cheerful.

So I wanted to like to be I didn’t and no one came by to ask after 15 mins?

The concept is really fun. Everything is talked through with you very well, if there is any questions you may have the staff will happy help you. The food was amazing, wonderful combinations and very fresh. They are understanding with allergies and double check with you through the process. There is little left to desire, the only thing is I think the table service could meet the same level as all of the other interactions during the experience, as areas of it were a little abrupt. This did not impact the experience though. I had a lovley time.

Amazingly delicious, versatile, entertaining.

Amazing food concept! Pick out your fresh fresh, choose the preparation, choose your sides, go pick up your wine, and enjoy an unforgettable meal!

Great fish restaurant. You stand in front of a large display case of raw fish that you've chosen yourself to be prepared. A fantastic experience. It couldn't be fresher. 👍It's best to reserve a table online the day before. Without an online reservation, there's no chance of getting a seat.

It has an ordinary taste, and some dishes are unflavored beyond the sauces, nothing special, but expensive. You are paying the price of a beautiful restaurant with an original concept, where you are free to choose your own fresh fish.

Amazing seafood place! Great choice of the fresh catch, well prepared and served. One of the best seabass preparations I've ever had, scallops were incredible too. Staff it's attentive and fast, and wine choice is wide. Nice desserts too.

I'm a great fan of seafood! And here you really get Seafood! First you can choose what you want with the tips of an expert. Then you come to your table and get everything in a perfect timing, never too early, never too late. And also super friendly, you get everytime explained what it excatly is in a great way. The taste is only describable as, GODLIKE! I was already in 32 countries, but this was the best I ever had, never before was the taste composition such a great one and fitting, normally something is boring or too much, but here, No Way! So if you like Seafood and are willed to spend for, don't wait, reserve now!

Great concept marred by inefficient service. Had a delicious meal here - the seafood is fresh and being able to pick it out right off the ice was a fun experience. Food was delicious as well and they were able to accommodate dietary restrictions pretty well. Unfortunately, the system for ordering and paying is not well setup. The same checkout counter is used to check in (reservation or otherwise), as well as to pay at the end of the meal. It did not seem like there was a server assigned to each table and we had a lot of trouble flagging them down for anything. It was frustrating to go back to the front and wait in line to pay at the end of the meal. Additionally, the line to pick your food as well as the check-in/check-out line are right next to each other, leading to a very crowded entrance.

A unique seafood concept where you experience going to a mini fish market and choosing your cuts of fish and then to a wine market for a wine pairing. Everything was delicious!

A great discovery in this place, we really enjoyed the experience offered with a special mention for the tuna tartare!

Smoked oysters were incredible. The salmon tartar burrata salad and sea bass was also excellent in a lovely setting

A wonderful welcome with cava in hand, as we selected the freshest fish. This was accompanied by expert explanations of the preparation method and advice on quantities. We chose a delicious wine to complement the fish, following the culinary route we were on, and the enjoyment began. Wow, what fish delights! Lots of fun and inspiring conversations about the slogans on the shirts of the cheerful, handsome staff in a relaxed, super enjoyable atmosphere. A truly unique concept! Highly recommended!

A real must for all fish lovers! Pesca is a whole experience where you create your own menu at the fish market and choose a matching wine at the wine market (with the help of the friendly staff!!!). Every dish was delicious (especially the pulpo) and the price-quality was great. I will definitely come back when I am in Amsterdam.

Very interesting experience. Recommend the mussels, soft shell crab and scallops -kellyxglow

Delicious food, good wine and friendly staff!

First dinner when in Amsterdam : we had a warm welcome!! The food is absolutely amazing and the atmosphere so nice!! The staff really care! Thank you so much