A sustainable food future for those who want to make responsible purchasing choices
A partner of choice for artisanal-centric and sustainable-conscious retailers
A traceable, low-Carbon, Protein and Omega-3 seafood source
"We are a company built around PEOPLE, PURPOSE, PASSION and PRIDE, and our
core values are founded on Ocean Stewardship and Responsibility."
THE WHY: For today and for tomorrow, The Green Fish Company was born out of the desire to offer consumers a sustainable, wild caught, low-Carbon, Protein and Omega-3 seafood product. We are delivering a premium, canned yellowfin tuna that is socially acceptable, traceable,
and responsibly sourced.
THE WHAT: People, Purpose, Passion and Pride underpins us... we truly believe our canned tuna ticks more boxes for the artisanal-centric and consciously aware consumer than the majority of those available in the canned tuna space today.
THE HOW: Partnering with the artisanal fishermen on the British territory of St. Helena Island, our fish is caught using mandatory Pole & Line or handline techniques - the 'One hook, One line, One fish at a time', one-by-one method.
THE WHERE: St. Helena Island lies within the tropical South Atlantic Ocean and our cannery is located here. The island sits within [UN FAO-47] and is surrounded by a 200 nautical mile radius (175,000 square mile), Category VI, Marine Protected Area (MPA), managed by the UK's Marine Management Organisation (MMO). The MPA also receives support from the Blue Marine Foundation, and importantly, the island's fishery has exclusive rights to fish.
THE GOOD NEWS: While the majority of the wider global tuna fishing industry seeks to find ways to undo decades of damage due to constant overfishing, the mandatory pole & line catch method adopted by the St. Helena fishery as its long-term quota management and responsible harvesting strategy is proving to have been the correct ethical decision. Because of this, the island's tuna fishery is healthy and thriving and our customers are assured they will enjoy premium, canned yellowfin tuna from St. Helena for generations to come.
"From the top down, we must always make decisions that impact our community, our planet and our partners in a positive manner. Safeguarding traditions, livelihoods and the invested interests of all stakeholders, will always remain paramount and at the core of everything we do."
PEOPLE, PURPOSE, PASSION and PRIDE are the four all-important cornerstones that underpin our company, our success and our legacy.
Our CORE VALUES are founded on responsibility and ocean stewardship and these will navigate the course of our business. As a team, we are resolute in our determination to uphold our values because if we compromise we won’t make a difference...and we will make a difference!
COMMITMENT, COMMUNICATION and COURAGE will be the key drivers for delivering on our core values—ensuring our decisions always points us towards our intended goals.
“For too long, we have been far too aggressive about extracting ocean wildlife and not appreciating that there are limits. We are nearing the point of no return”
Sylvia Earle, Mission Blue and National Geographic
PREMISES: Our new state-of-the-art facility is located only minutes from the sea and the catch landing area. This perfect location gives us the ability to receive the day's catch and to complete the initial process of logging, grading, chilling and preparing the tuna for the canning process within hours of it being caught.
QUALITY: With strict measures for maintaining a continuous COLD-CHAIN from the moment of catch through to the ONCE-COOKED process, consumers will be assured of 'locked-in' freshness and quality, and importantly, they will be further assured that their tuna retains the highest possible content of the all-important and health benefiting proteins and minerals.
GREEN CANNERY: Our cannery's tropical location lends itself to being ideal for harvesting 'green' energy, and from the outset, our ambition has always been to be powered as far as possible by Mother Nature. We are committed to investing in the green technologies that will enable us to achieve this.
A GREENER FISHERY: We are invested in managing the carbon footprint of our fishery, and we will impact this by providing a carbon-free ice solution―produced at night from power generated through solar PV and stored in power banks.
PLASTICS: Our entire packaging solution is plastic-free and 100% recyclable. Our fishermen are also incentivised to remove ocean plastics, because our ultimate goal is to become an end-to-end, carbon- and plastic-neutral operation.
PEOPLE: The heartbeat of our operation. Our people will have permanent non-seasonal employment, something that is very unusual in the fishing industry.
UNITED NATIONS SUSTAINABLE DEVELOPMENT GOALS: We are committed to the UN SDG charter, and from the very outset we are adopting Nos. 5, 12 and 14.
Delivering a responsible purchasing choice
A mandatory pole & line fishery and member of the International Pole & Line Foundation (IPNLF)
100% dolphin friendly, 100% FAD-free, 0% bycatch, 0% damage to our vital marine ecosystem
Sustainably and responsibly sourced from a pristine, Category VI, Marine Protected Area (MPA)
Strict quota management with a minimum catch size, ensuring stock levels remain healthy
Transparent and traceable from catch to can to table - connecting you to your fisherman
Canned from fresh tuna and once-cooked, locking in quality and health benefiting proteins and minerals
Link to logos to discover the IPNLF and GTA differences, and what they mean to you
PEDIGREE: For more than 400 years, fishing has been a way of life for the people of St. Helena. The artisanal fishermen operate traditional inshore boats under the umbrella of the St. Helena Commercial Fishermen's Association (SHCFA), and today, they fish the same tuna grounds that their fathers, grandfathers and great grandfathers have fished for centuries.
A SUSTAINABLE FOOD-FUTURE: As a member of the International Pole & Line Foundation (IPNLF), we guarantee that our tuna will only be harvested using the One hook, One line, One fish at a time (one-by-one) method. This is also mandatory. Your support will be protecting and restoring our ocean's biodiversity and the long-term success of our business and our island's fishery, and we thank you for this.
INTERNATIONAL COMPLIANCE: St. Helena is also an active member of the International Commission for the Conservation of Atlantic Tunas (ICCAT).
OUR FISHERMEN: Many of today's captains are third- or fourth-generation fishermen. As with most small island communities, fishing is a key industry and touches every member of the wider local community. The fishermen are resolute in their absolute determination to continue using traditional pole & line methods and showcasing their fishery as one of the most sustainable.
QUOTA MANAGEMENT: Data and science determines the annual quota allocations, ensuring a responsibly managed fishery. Healthy stocks are maintained by prohibiting the landing of juvenile fish (for yellowfin, the minimum catch size is 67cm). As an active member of the International Commission for the Conservation of Atlantic Tunas (ICCAT), the island authorities are dedicated to effective quota management and allocation.
TRANSPARENCY & TRACEABILITY: All catch data is recorded against each boat upon daily landings, giving the consumer the assurance that St. Helena tuna has been harvested responsibly and assures 100% traceability from catch to can to table.
The Green Fish Foundation
"We know that Mother Nature is best at looking after our planet, so we are committed to making sure we continue to support her in every way possible."
Underpinning our philosophy, and as important to us as our credentials for being an ethical, sustainable and responsible business, is our Foundation.
Whether as a consumer, a partner, or simply someone who cares about our oceans, your support is vital to the work our Foundation does to fulfil our commitment and our pledge to the UN SGD charter, and to St. Helena's island community.
Our Foundation will strive to:
Educate St. Helena's children of the importance of caring for the ocean and its marine ecosystem
Develop and upskill the next generation of fishermen
Assist and equip local environmental groups with time and tools to keep our coastline and our ocean clean
Support fishermen with the equipment needed to collect data and to tag and monitor stocks
Invest in the technologies that will enable effective monitoring of St. Helena's CAT VI, Marine Protected Area
"As a company and a community, we are going to care for our ocean as if we were planning to be here forever, because we know, when our ocean and the life it supports remain healthy, our fishery and our future, will be protected for generations to come”
The Green Fish Company