I’m Fred and I’m bonkers about fish. Always have been. I grew up on the stuff and I’ve been mad on fishing since… forever. These days, when I’m not at work, you’ll generally find me riverside, rod in hand, doing guess what? I wish I was joking (as does my wife).

And the fact fish is so healthy is just a bonus. The NHS recommends eating two portions a week, but I recommend going way beyond that. I would say that wouldn’t I?

The thing I’m not so crazy about is seafood’s image. People think it’s this fancy-shmancy thing. Well, I’ve been in the business 30 years and let me tell you: it’s so much better than that. Fish can be bold, brash, spicy – anything you want. And it’s far too good to save for special.

That’s my main message, really. I want everyone to be able to enjoy properly delicious fish every week. And I want to spread the word about how easy it can be to turn out cracking seafood dishes at home.





So I’m on this mission to get everyone eating more fish, but it’s not at any cost. One thing I’ll always stand firm on is sourcing. As a young man I sold lobsters to posh restaurants for a living, and for me there’s no reason I can’t apply the same standards to more everyday fish like sea bass and sea bream.

And that’s why I and the team here work so closely with the ASC and MSC. They’re the people who make sure fish is responsibly sourced, which is a non-negotiable in my book. Well, what’s the point of top quality gear if it’s ethically dodgy or bad for the environment? I love my fish but that’s not a price worth paying.


fish that'll

make your


We have this line at Fish Said Fred: “everyday fish that’ll make your week”. That’s what we’re aiming for. We want to change seafood’s image from this, well… hoity-toity food, all elegance and subtlety, to a brilliant weekday staple. We want to help people be a little bit healthier, but most importantly, we want to put smiles on faces.

That means decent portion sizes, honest prices, top quality and, of course, responsible sourcing. It means sharing simple, delicious, everyday recipes – stuff that you actually want to cook. And it means putting every one of my 30 years’ experience in the fish business to good use every single day. 

If I can help you be even a quarter as bonkers about fish as I am, an eighth even, I’ll be a very happy man.