Freshness Champions

The word fresh has lost its meaning. It is slapped on everything, from ultra-processed sausage rolls, tired petrol station sandwiches and weeks-old, imported fruit. Yet in our view, the worst abuse of this word comes when it is used to describe supermarket fish.

The problem is that to feed the enormous supermarket system, you need a simplified supply of seafood. That means a narrow range of industrially caught species using enormous trawlers which can stay out at sea for weeks not days, or fish farmed at huge scales (no pun intended) with significant externalised damage to the marine environment and communities. And all of that also means that seafood must travel far too, either from out at sea or across the globe.

It doesn’t stop there. From the boats and markets, the seafood then travels from wholesalers and consolidators, packers and distributors to finally make it to the supermarket shelf. You can read more about the craziness of the supermarket seafood system in our supermarket deep dive blog here. Because here at Fish for Thought, we mean it when we say fresh. All this adds up to a product that is far inferior to what we offer.

Bright, shiny, firm and truly fresh, our fish has that iridescent, ozone-y breeziness of the sea. Heck, it pretty much sings of the ocean. That’s because we buy fresh from the southwest markets every day, from smaller scale boats that land their catch within hours, not days of being caught, or we buy direct. We also have many direct relationships with local fishermen, where we buy straight from the boats, especially for crab and lobster.

And of course, everything is super-sustainable. Unlike our competitors, there are many species that we straight-up refuse to sell – read more in our NOT FOR SALE blog here. We base our sustainability decisions on science, not greenwashing marketing strategies.

In short, our supply chains are ultra-short. You won’t get fresher, tastier seafood than ours. Here’s to real freshness!