We're on a mission to inspire clarity and confidence in every seafood decision.

John never pictured himself stuck in an office. Even as a kid, he was drawn to the open water and the thrill of the catch, like his father before him. So, fresh out of school, John became a commercial fisherman.

He spent four years battling the unpredictable seas off the UK coast, hauling in his catch, and then facing another challenge altogether: selling it. He realised that catching the seafood was only half the battle; getting a fair and consistent return for his hard work was just as crucial.
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This experience, and a stint as a seafood delivery driver, opened John’s eyes to the bigger picture. He saw how the success of producers, distributors, and retailers were all intertwined. He learned the importance of timely deliveries, clear communication, and building strong relationships across the supply chain. He saw the power of partnership in action.

Years later, John found himself on the shores of Australia, working for another company and again, forging strong relationships with producers and customers alike. When the owner made a business decision that would leave suppliers unpaid and customers without stock – John knew he couldn’t be a part of it.