Our mission:

Spread the joy of delicious and sustainable seafood,

now and forever.


Many of the world’s fish populations are in crisis and we are at a tipping point. Destructive fishing practices have damaged marine ecosystems, exhausted many of our oceans’ fish stocks and put the livelihoods of fishing communities all over the world at risk. This is no small thing. As much as 35% of the world’s fish stocks are being overfished, and this number keeps on growing every year. This is not only a serious threath for our oceans, but also for 800 million people worldwide – 10% of the world’s population – who depend on fishing for their livelihoods.

By choosing responsibly sourced fish, such as Sea Tales, you can turn help the tide to save the oceans and the millions of people around the world who make their living in the fishing industry.

Curious on how we achieve our mission?

Read all about it in our Mission Report of 2022!

Our Vision:

Happy Fishermen

Healthy oceans

Sea Tales

Care Brandpillar

… Protects the oceans

We source our fish from well-managed fisheries. These fishermen and women catch their fish from healthy stocks with minimal impact on ecosystems. All of our products are certified by MSC or ASC. These certification schemes are independently audited by third parties. 

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Sustainable Certifications

Sea Tales exclusively collaborates with fisheries and aquaculture farms that
are MSC or ASC-certified.

MSC stands for the Marine Stewardship Council. This organization has set a standard that fisheries must meet to be certified. Independent auditors use the most up-to-date scientific information to assess whether a fishery meets all the criteria in the standard. This includes checking if the fishery is managed well, if the fish stock is healthy and can remain so under the current fishing pressure. Additionally, they evaluate the impact of the fishing method on the marine ecosystem such as bycatch rates.

Every certified fishery undergoes an annual evaluation. When not all criteria in the MSC standard are met, a fishery may lose its certification. MSC certified products carry the dark blue MSC logo.

ASC stands for the Aquaculture Stewardship Council. ASC has set a standard for different fish species that are farmed. Independent auditors assess whether a farm indeed meets all the criteria in the standard. They examine for example the impact of the farming operations on the direct environment, the sustaianbility of the fish feed used, social responsability and animal welfare measures. Responsible aquaculture is crucial because non-sustainably operated farms can have significant negative consequences on the sea and coastal areas.

Every farm undergoes an independent annual evaluation to ensure it still meets the requirements. ASC certified products feature the turquoise ASC logo.


Pole & Line

On all Sea Tales tuna products, you will find our Pole & Line logo. This indicates that each tuna is caught individually, one by one using a pole and line method. This is a strict requirement for all tuna fisheries working with Sea Tales. Other fishing methods do not meet our sustainability principles. One by one fishing for tuna ensures minimal bycatch and no harm to the ecosystem. As the fishing method is documented in the MSC certificate of the fishery and through our contact with the fisheries, we are guaranteed that the fishermen only use this method to catch the delicious tuna.

Want to learn more? Click here!

Well-managed fish stocks 

In addition to sourcing from healthy fish populations, it is equally important that these fish stocks are effectively managed. When this is not the case, there is a risk of overfishing. Good fisheries management ensures sustainable fishing for the future through for example fishing licences, gear restrictions and catch quota. MSC certified fisheries, therefore, comply with (inter)national laws and regulations.


Limiting impact on the marine ecosystem

Each fish species behaves differently. Some swim in big schools near the sea surface whereas others swim close to the ocean floor. Different fishing techniques are therefore designed to target specific species. Yet, multiple techniques can be used for the same species. Some techniques are more damaging to the environment than others. We always choose the fishing method that is least damaging to the marine environment.

Fully traceable

Supply chains of seafood products are often long and complex, which makes it difficult for consumers to trace their products to its origin. Traceability means that you are able to trace a product back to where it is caught and how. Traceability is of great importance in the fishing industry as it ensures food safety, avoids mislabelling and helps to eliminate illegal, unregulated and unreported fishing.

We aim to keep our supply chains as short and simple as possible. By our regular vistis to the fisheries and factories, we know by who and where every product has been in each step of the process. The MSC and ASC certification schemes also include a traceability system, which assures us that certified seafood is held apart from non-certified seafood throughout the supply chain. 

Traceability and processing

Share brandpillar

… Partners with our fishers

At Sea Tales, the sustainable fishing communities come first. With our long-term collaboratoin we guarantee we ensure a market for their products and we pay a fair price for the fish. This way, we can continue to enjoy all the beautiful and delicious seafood the ocean has to offer.

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If we take good care of the fishermen, the fishermen will take care of the oceans

Small scale fisheries are impacted first when fish stocks are decreasing. If there is no more fish to catch, they lose their income and food provision for the community. Competition from large industrial fleets owned companies from other nations that fish in their waters, make it especially difficult for smaller fisheries to keep their heads above water. With our collaboration, we contribute to the livelihood of local fisheries by ensuring them a place on the international seafood market. This way they can take good care of themselves, their families and they can continue to deal responsibly with the sea and their catch. 

Long-term collaborations 

Collaborations with our fisheries are set up for the long term. This enables fishereis to invest in their future and continue with fishing sustainably. 

Fair price + long term cooperation

Traceable to the source

Sea Tales knows which fishery each product comes from. Our founder Bart van Olphen has visited all the fisheries we work with. This is not only an important part of our transparent supply chain, but also ensures that we know that all our fishing communities fit into our mission and vision. We even introduce you to the fishermen and women from the sustainable fishing communities we work with: each product contains a QR code so you can easily find information about the origin and catching method of the fish. 


The Fish Tales Foundation was founded to support the Sea Tales-mission with projects on sustainable fisheries and consumer awareness. Together we expand the offering of fair seafood and step by step create a better world with healthier oceans.


foundation logo

Love Brandpillar

… Offers the best-quality seafood

We love to share our passion for seafood and inspire people to cook amazing dishes. We select the best quality seafood that is produced to the highest standards, 100% natural, and delicious.

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Cooperation with only the best fisheries

We work directly with fisheries all over the globe, run by people who truly care about their catch and the oceans.

High quality production

Wild fish must be thoroughly checked at every stage of processing. At Sea Tales, we employ a very rigorous process, with an intensive inspection to guarantee the high quality of our entire range. 

100% natural

Our products are processed as close to the source as possible. For us, natural goodness simply means freshly caught fish combined with the purest water, salt, oil or smoke. 

100% natural

Fun brandpillar

… Celebrates deliciousness

The world of seafood is endlessly fascinating. Sharing stories and helping to make the oceans healthy again while contributing to a better world gives us great joy. Cooking and sharing delicious seafood meals is pretty awesome too.

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Cooperating with fisheries is fascinating

Not only the experience of fishing is amazing but also cooperating with all these fisheries around the world is fascinating. Our co-founder, Bart van Olphen, has travelled the globe in search of the most sustainable fishing communities. He lived, fished and cooked together with dozens of these lovely fisheries to learn and understand how we should consume seafood for the future. 

Cooking & eating seafood is great

At Sea Tales we believe that cooking with seafood is awesome! By sharing mouthwatering recipes and practical tips, we want to inspire everyone how easy and enjoyable it is to cook healthy fish dishes that make both yourself and the planet smile.

Click here to find out how you can make some of our favorite seafood recipes!

happy fisherman


Ready to join us?

It’s up to us that sustainability and transparency become the new norm for fishing. Together we can make this happen. Will you join us? Come aboard and get hooked!