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BRAND SPOTLIGHT

SAFE CATCH

In this brand breakdown we take a deep dive into Safe Catch.

CATEGORY: CANNED FISH

0473 - Safe Catch

📘BRAND OVERVIEW

Safe Catch is making waves in the seafood industry. Driven by their desire to deliver sustainably sourced fish, with zero compromise on taste or health benefits, their canned and pouched products are a hit with consumers.

  • End-to-end transparency from catch to can

  • Pure tuna! There’s absolutely nothing in each can apart from fish (and a little salt), and their hand-packaging process locks in the nutrients and flavours 

  • It’s a little fishy: their range has expanded from tuna and salmon to mackerel and sardines 

  • A great source of protein and omega-3, among other good stuff, it’s safe to call their fish a superfood

🔍LET’S GIVE SOME CONTEXT

  • Founder Sean Wittenberg was inspired by his own experiences. His mother was diagnosed with mercury poisoning after adopting a diet with lots of canned tuna, which led him to create a line of safe, sustainably sourced fish

 

  • With over 10% of the world’s fish stocks on the brink of collapse, and half the stocks being overfished, Wittenberg also wanted to create a brand at harmony with the ocean in order to preserve it

 

🏢 BEHIND THE SCENES

  • Headquarters: Sausalito, California 
  • Year founded: 2014
  • Employee count: 28
  • Investors: Echo Capital
  • Purchasing Options: In-store, direct to consumer

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Category: Canned Fish


  • Product: Canned, pouches, and snack-packed fish 


  • Product Range: Tuna, salmon, sardines & mackerel 


  • Innovation: End-to-end transparency on sustainably sourced fish with the lowest-possible mercury content 


  • Target audience: Sustainably-conscious consumers with an attention to quality nutrition

 

  • Brand positioning: Premium, organic seafood

🧡 THIS GETS US EXCITED

  • No fish-farming here: all of Safe Catch’s products are wild-caught from carefully selected partners, and is done so sustainably to preserve our oceans 

 

  • Safe Catch tests all its tuna for mercury content, and only buys the fish which meet their purity standards – which are 10x stricter than the FDA’s

 

  • Packed full of flavour and omega-3 as a result of their hand packaging: not a machine in sight

 

  • A lean protein source for anyone, Safe Catch’s fish is non-GMO, additive free, gluten free, paleo-friendly, and certified kosher 

 

  • Safe Catch has endorsements from some big names in the sports and influencer spheres, who love their high-quality product 

 

  • They have a recycling system whereby their pouches, which can’t commonly be recycled, can be returned to Safe Catch for reuse 

  • Their chefs use a once cooked artisan process to deliver big flavour

🤔 POTENTIAL BRAND CHALLENGES

  • Customers are becoming more aware of the importance of sustainability in seafood, and the added demand for this is bound to result in competitors for Safe Catch; it’s something they need to keep aware of

  • Safe Catch prides itself on the transparency it has throughout its supply and production chains. As they continue growing maintaining this transparency will become harder and harder with increased operations

🏁SOME OF THEIR COMPETITION

🛒 WHERE TO FIND THEM

  • Retail – Stocked in Walmart, Target, Frysfood, and many independent retailers 

 

  • Direct To Consumer – Available to purchase online

  • Other –  Subscription services available in Canada and the U.S.

⏭ WHAT NEXT?

  • It’s a big ocean out there. Sustainability is important when it comes to any food sourced from the sea, so expect to see different types of fish and seafood on the horizon for Safe Catch

 

  • There are growing demands worldwide for sustainably sourced fish, but Safe Catch is only readily available in North America, bar a few outliers. Further international expansion could be a great source of growth 

 

  • Partnerships, anyone? There are plenty of seafood restaurant franchises which would benefit from Safe Catch’s tasty and nutritious fish, and bulk deals could be agreed

🧢  MEET THEIR TEAM

All data is correct at time of writing. 

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