The pilot light was David Attenborough and his documentary Ocean. We built Pesky not as a vehicle to sell seafood but, instead, to use consumption to regenerate our ocean’s fish stocks and marine resources. When I watched the scene of the beam trawler raking through he seabed - destroying everything in its path - I knew we weren’t doing enough to solve this problem.

It also coincided with the team recognising three growing trends that only amplified the call to bring back Pesky’s daily market:

1. Ever reducing access - In the last 12 months more fishmongers and supermarket fish counters closed, leaving the majority of the country with imported, defrosted and portioned fish on supermarket shelves as the only option.
2. Greenwash Explosion - Never have I seen so many companies marketing ‘sustainable’, ‘ethical’ or ‘responsible’ fish that are, in fact, from endangered species, of juvenile size or caught by destructive beam or super trawls. They know these terms resonate with our consideration as consumers, while also confident in the knowledge that no regulator or industry body will hold them to account.
3. HUGE potential - To fight and reverse these two trends, we have amassed a bigger and better fleet than ever before. Now 100 regenerative boats and producers are ready to sell you their catch on Pesky’s 100% traceable chain. Once more their quality will be accessible to every home in the country. Better yet, you’ll go back to knowing and trusting that YOUR consumption supports marine ecosystem regeneration.

None of this would be possible without the considerable support that you’ve given - either as a buyer or even as an advocate. As we take this next step, I can’t thank you enough and I’d hope that David would be proud of all us.