In March 2020, as COVID-19 disrupted normal fishing business, chef Mitch Tonks helped a local fisherman sell directly to people, igniting a new sales model. Realizing the seafood industry was inefficient, he streamlined supply chains. His efforts led to the creation of Rockfish's online platform, allowing direct home delivery of fresh fish to 12,000 households. In response to pandemic challenges, fishermen and fishmongers utilized social media and word-of-mouth, creating new business models that reshaped traditional fish sales in the UK.
Tonks asked people to bring cash and containers. The next morning, Nick landed his boat at Brixham, and about 150 people turned up to buy his fish.
The seafood retail industry is pretty broken: so much fish gets wasted; supermarkets are closing their fish counters.
A combination of word-of-mouth and social media gave some of those who fish off the UK’s shores the chance to reach new customers.
Tonks is far from alone. Five years ago, with fish markets and restaurants closed, it looked like the end of the line for many fishers.
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