One thing I learned very quickly when I started our local fish delivery service was that preparation is key. And I'm not just talking about how we fillet our fish!
Careful, considered planning and preparation flows through every part of our business, from where we procure our produce, as covered in our last blog ‘Sourced from Sea, Farm or River, Directly to your Plate’ right through to how we deliver to your doorstep.
When your fish and shellfish arrives at Nutritious Fish HQ, it's only part of the way on its journey to your plate. So there’s lots we do to ensure everything arrives fresh, delicious and ready to be enjoyed...
Where it all began...
Nutritious Fish was born out of the fact that, whilst Sussex sports a fantastic coastline, the options for being able to buy high-quality fresh fish and shellfish from a good local fishmonger were pretty limited. Plus, after watching an episode of Horizon called “The Honest Supermarket: What’s Really in Our Food?” I stopped buying supermarket fish altogether due to its poor quality and freshness.
If you can stomach it, you can watch the clip in my very first blog post introducing why I set up Nutritious Fish back in 2019.
I wanted to start a business that was sustainable in two senses: firstly, by creating a local Sussex online fishmonger that sold seasonal and sustainable seafood to its customers with the least environmental impact as possible. Secondly, operating using a sustainable ordering model - buying only what's needed to fulfil actual customer orders.
Operating in this way means we don't order speculatively, which how it works in a traditional retail environment - inevitably this type of business model leads to fresh produce going unsold and being wasted. Every year, 100,000 tonnes of readily available and edible food from the UK’s retail and food manufacturing sector is wasted – equivalent to 250 million meals going uneaten. Some large supermarkets have even been exposed for selling ‘fresh’ fish that's past its prime which is both dishonest and dangerous.
At Nutritious Fish, I aim to keep our supply chains as short as possible: being small and agile, we're able to order at short notice and can always guarantee 100% fresh. Our online business model helps us to actively pursue a zero-waste approach when it comes to preparing and selling our seafood.
As we expertly prepare and wrap our orders, we're able to see, feel and smell every product that comes through our door. This extra attention to detail ensures we're totally happy with everything we're sending out, before it arrives with you.
Another aspect I'm very passionate about is how we package your fish and shellfish. I don't use any plastic packaging, instead opting for Vegware plant-based compostable packing. I also try to be as resource-efficient as possible, minimising the volume of packaging we use during each packing cycle: over-packaging seems to be the scourge of many home-delivery companies these days, much of which is unnecessary. Unlike many other fish suppliers and the supermarkets with longer supply chains, we never use plastic vacuum-packing. We don't need to due the superior freshness of our produce and the rapid turnaround time from us to you - again, it's simply unnecessary.
You can put our compostable packaging in your food waste bin or compost and it will break down into organic material in a matter of weeks. Our paper bags and cardboard boxes are recyclable and are also from sustainable sources. So between us and you, there is nothing that can't be reused, recycled or returned to the earth to biodegrade!
I believe that trying to live as sustainably as we can is something for which we all take responsibility - espeically when running a business like Nutritious Fish. So for our next blog post, we'll be covering the final leg of the journey: how we transport all our deliveries to your door using 100% electric transport.
Until then, if you're interested in finding out more about the journey your fresh fish and shellfish takes from the sea, river or farm to your plate, then please do get in touch as we're always happy to answer your questions.