Holding the Line: Why Your Order This Week Matters
We’re absorbing the increases - for now. Here’s why.
You’ve probably felt it already.
At the pump. At the grocery store. In the small, steady accumulation of costs that didn’t used to add up the way they do now.
We feel it too.
What’s Driving the Pressure
Every step it takes to bring wild-caught Canadian seafood from the ocean to your door - from the boat to the blast freezer, from cold storage to the last-mile delivery truck - now carries a fuel surcharge that didn’t exist a month ago. Air freight. Temperature-controlled warehousing. National shipping. The cost of sustainable seafood delivery has risen sharply, and those increases compound at every stage of the cold chain.
For a direct-to-consumer seafood company committed to responsibly sourced, traceable, wild-caught seafood - one that doesn’t cut corners on handling, packaging, or provenance - those pressures hit differently than they do for commodity suppliers.
We’ve Chosen Not to Pass It On
Not yet.
Because we know you’re already navigating the same environment. Because healthy, high-quality seafood shouldn’t become a luxury item for the people who care most about where their food comes from.
So for as long as we responsibly can, we’re holding the line on pricing. Absorbing the increases. Doing everything in our power to keep premium wild seafood within reach for our community.
The Only Way This Works
Is if we keep moving product.
When our community leans in - when orders are consistent and the supply chain keeps flowing - it gives us the room to hold steady on price. It gives us the leverage to protect the fishers and small-boat operators and Indigenous-owned fisheries we work with, who are navigating the same cost increases we are.
Your order this week isn’t just a purchase. It’s a signal. It helps us keep prices stable a little longer, and it supports the fishers and producers at the other end of the chain - the people doing the actual, hard work of sustainably harvesting Canadian seafood.
What We’re Doing on Our End
We are a Certified B Corporation. That designation means we’re independently verified to meet the highest standards of social and environmental performance - not just in what we sell, but in how we operate. It means we don’t take shortcuts when things get hard.
We’re a company built by independent West Coast fishers who believed you could do this right - that sustainable seafood sourcing and a viable business didn’t have to be in conflict. That belief doesn’t waver when costs go up.
We’re doing our part. And we’re asking - if you’re able - to shop this week’s catch, and help us hold the line
