True Fin Now Available in Northeast Whole Foods and Independent Stores

True Fin is on a mission to make fish better…For the ocean, the harvesters, and YOU!

There are a lot of fish companies out there. Like, thousands. And they successfully move mind-boggling amounts of seafood around the world every day. So why (oh why) did we start a new one?

Put simply, we saw major untapped opportunity with our region’s fish. Compared with fisheries and farms around the world, the Gulf of Maine can produce a really small volume of fish. We are just a blip on the global seafood marketplace. But small volume also means there’s opportunity to differentiate on quality. Meanwhile, we also noticed that the best quality, most expensive fish is also imported, and high-end consumers wish they could access more locally harvested fish. Voila! Opportunity! But, it’s also really personal.

For years, we’ve watched our commercial fishing friends go out of business; strong, resilient captains tearful as they watch their way of life come crashing down. Even those who have survived mourn an industry and communities of people who no longer exist while they wonder how much longer they’ll hang on. We hear first-hand accounts of fishermen landing their catch and getting a bill, rather than a paycheck, because the prices for the fish were too low to cover their costs.

Things can, and should, work better. We are on a mission to establish a reputation for the region as the source for the best quality seafood in the world. We envision a time when harvesters receive a premium for their catch, and they are financially secure enough to proactively invest in fisheries research, safety gear, new boats, and technology.

Put simply, we want to make the seafood world a better place. And, we might be just one of thousands of seafood companies, but we are one of a kind.