Sustainably Caught & Responsibly Farmed
We source the majority of our seafood through Brixham Fish Market, prioritising day boats that land smaller, high-quality catches with a reduced impact on the seabed. These vessels often work closely with scientists and regulators to improve fishing methods, refine net design, and reduce bycatch.
Wherever possible, we choose line-caught fish, allowing non-target species to be returned to the water alive and helping to protect sensitive marine habitats.
We also stock MSC-certified hake from independently audited sustainable fisheries.
We do not sell wild-caught salmon due to the long-term decline of wild stocks. Instead, we source premium farmed salmon from carefully selected producers who meet high standards for traceability, environmental responsibility, and animal welfare.
Supporting South West Producers
Wherever possible, we work with a growing number of South West suppliers who share our commitment to responsible sourcing, animal welfare, and environmental care. Building long-term relationships with regional producers allows us to maintain high standards, reduce unnecessary transport, and support businesses that take a thoughtful, sustainable approach to food production.
Smarter Packaging – No Polystyrene
In 2020, we became one of the first UK online fishmongers to completely eliminate polystyrene packaging.
All nationwide deliveries are packed in fully recyclable cardboard boxes and insulated with natural sheep’s wool. This insulation is biodegradable, reusable, and highly effective at maintaining temperature during transit – without contributing to long-term environmental harm.
We Only Buy to Order
We only purchase seafood based on confirmed customer orders, rather than holding large volumes of stock. This approach reduces overbuying, keeps seafood fresher, and significantly cuts food waste.
Any unavoidable preparation waste – such as bones or trimmings – is collected and sent for anaerobic digestion, where it is converted into renewable energy. The remaining by-product is used as fertiliser, returning nutrients to the land with nothing sent to landfill.
Reducing Single-Use Plastics
We have made significant changes to reduce plastic use across our business. This includes phasing out plastic carrier bags (previously more than 50,000 used each year), switching to paper bags at pop-up stalls, and discontinuing single-portion packaging in 2023.
We have also upgraded our vacuum pouches to a more eco-conscious 65-micron format, balancing product protection with reduced material use. At local pop-ups, we actively encourage customers to bring reusable containers wherever possible.
Responsible Salmon Sourcing
All of our salmon comes from premium farmed producers selected for their commitment to responsible aquaculture. These farms prioritise fish welfare, carefully managed stocking densities, and sustainable feeding practices, while avoiding unnecessary treatments wherever possible.
This approach allows us to offer salmon with excellent consistency and flavour, alongside a lower environmental impact than less controlled production systems.
Cutting Paper Waste
We have reduced our paper usage by more than 70% through a series of practical changes.
These include replacing A4 integrated labels with smaller A5 formats, removing unnecessary printed invoices, and moving to digital systems wherever possible. Since October 2022, all printed materials use significantly less paper than before.
Looking Ahead
We recognise that the seafood industry continues to face serious challenges – from overfishing and bycatch to habitat disruption. Sustainability is an ongoing process, not a fixed destination.
We remain committed to improving every part of our operation: sourcing responsibly, reducing waste and emissions, supporting science-led solutions, and working only with partners who share our values.
By making thoughtful, informed decisions today, we can help protect our oceans, coastal communities, and food systems for the future.
