The United Kingdom, an island with over 19,000 miles of coastline, exports 73% of the fish it catches but imports 80% of the fish it consumes. This paradox drove Ben King and Aiden Berry to establish Pesky Fish in 2017. The idea is to eliminate various intermediary stages in the supply chain and thus allow fishers and producers to receive fairer compensation for their catch, compensation which can be five times greater for the more plentiful and sustainable species.
How Pesky fish works
Many of the fish caught at sea, in particular by trawlers, are discarded as bycatch. The British company, meanwhile, allows fishers to sell directly to consumers through an online market that is updated daily, with an overnight delivery system that increases the total value of captures for fishers and reduces waste in the supply chain.
The company is committed to offering only mature fish, large enough to have already reproduced, sourced from native, seasonal, and plentiful stocks, farmed or caught with low-impact methods that involve minimal possibilities of bycatch.
The Pesky Fish marketplace allows fishers to home-deliver their catch within 24 hours of when it was caught. The catch is fully traceable and accompanied by a flyer stating the name of the fishing vessel and the fisher who caught it. Available products vary depending on what the boats were able to catch on a specific day.
Even fish merchants, fishmongers, and restaurants can buy their fish from Pesky Fish, but planning and delivery times for the trade sector are, understandably, slightly longer.
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Trade of plentiful and underused fish species to maximise catch value
Immagini: Pesky Fish