Everything we sell is genuinely fresh. We never sell fish that has been frozen, defrosted, or previously frozen. Full stop. That means shorter supply chains, less energy-intensive cold storage, and seafood that arrives at your door in genuinely better condition. Freshness isn't just a quality standard for us it's a sustainable one too.

Brixham Fish Market is the heart of our sourcing. As a licensed buyer at the market, we purchase daily from day boats and rod-and-line fishermen landing some of Britain's finest catches. These smaller vessels target specific species, use more selective gear, and cause far less impact on the seabed than large-scale commercial trawlers. The journey from boat to your door is as short as it gets keeping food miles low and quality high.

Our hake is sourced from vessels operating within MSC-certified fisheries, meaning the boats themselves operate to the MSC's rigorous standards for sustainable fishing.

Our mussels come from Offshore Shellfish, grown at sea off the South West coast, one of the most sustainable methods of seafood production, requiring no feed, no freshwater, and actively filtering the surrounding water. They're packed locally by River Teign Shellfish, a family business based in Chudleigh, Devon.

We're proud to work with South West producers who share our values on responsible sourcing, animal welfare, and quality building long-term relationships that reduce unnecessary transport and support regional businesses.

We've made a deliberate decision to champion British seafood over imported alternatives. We no longer sell imported sea bass or sea bream, and we've stopped selling imported prawns, choosing instead to focus on what Britain's coastline produces. Where a credible British alternative isn't available year-round, we'd rather not stock it than substitute with lower-welfare, higher-mileage imports.

As proud members of the National Federation of Fishmongers, we're committed to supporting the British fishing industry for the long term.

We don't sell wild-caught salmon due to the serious long-term decline of wild Atlantic stocks. All our salmon is sourced from carefully selected farms in Scotland and the Faroe Islands chosen for their commitment to fish welfare, responsible stocking densities, and sustainable feeding practices.

The Faroe Islands has a strong regulatory framework for aquaculture and some of the cleanest, coldest growing waters in the world. The result is salmon with outstanding flavour and a significantly lower environmental impact than less controlled production systems.

In 2020, we became one of the first UK online fishmongers to completely eliminate polystyrene packaging. Every nationwide order is packed in our branded recyclable cardboard boxes, insulated with natural sheep's wool biodegradable, reusable, and highly effective at maintaining temperature in transit without contributing to long-term environmental harm. No polystyrene. No exceptions.

We only purchase seafood once orders are confirmed. No bulk buying, no overstocking. This keeps fish fresher and significantly reduces food waste. Any unavoidable preparation waste (bones, trimmings, offcuts) is collected by Biffa and sent for anaerobic digestion, converting it into renewable energy. The remaining digestate is used as agricultural fertiliser. Nothing goes to landfill.

We've made significant cuts to plastic across the business, phasing out plastic carrier bags (previously over 50,000 per year), switching to paper bags at our Launceston market stall, and discontinuing single-portion packaging in 2023. Our vacuum pouches have been upgraded to a more efficient 65-micron format, using less material without compromising product protection.

We use DPD for all nationwide deliveries, one of the UK's most progressive logistics companies on sustainability. Their fleet currently includes over 36% electric final-mile vans, with 67% of their HGV fleet running on Hydrotreated Vegetable Oil (HVO), saving over 25,000 tonnes of CO₂ equivalent to date.

You can read more about their sustainability commitments at sustainability.dpd.co.uk.