Fish Fixe

What Fish Fixe does

Fish Fixe is a US-based direct-to-consumer e-commerce company that ships flash-frozen, vacuum-sealed premium seafood proteins to consumers' homes across the 48 contiguous United States. Founded in 2017 by Melissa (CEO) and Emily (Co-Founder/Creative Director), who met as soccer teammates at Texas A&M, the company was built to address three structural barriers to seafood consumption among busy households: perishability and lack of time for grocery trips, confusion and inconsistency at retail seafood counters, and uncertainty about how to cook seafood. The product line spans wild-caught proteins (Wild Caught Gulf Shrimp, Icelandic Haddock, Mahi Mahi, Alaskan Sockeye Salmon, Yellowfin Tuna, Patagonian Sea Scallops) and responsibly farmed options (Norwegian Salmon, Snake River Idaho Rainbow Trout, Open Ocean Raised Cobia from Panama), with select SKUs carrying MSC, ASC, and BAP certifications and an Ocean Raised Cobia SKU carrying American Heart Association certification.

Operationally, the company sources, portions, flash-freezes, and vacuum-seals each protein at peak freshness, then ships orders weekly (every Tuesday) in insulated boxes with dry ice. Each 6-oz portion ships with thaw-and-prep instructions and fool-proof recipes. Revenue is generated through online seafood box sales — Fish Fixe Box at $159 for 16 portions, Fixe Your Own Box at $169, Half Pack (8 portions), and Pack and a Half (24 portions) — supplemented by organic spice blends. The business runs on a mixed one-time purchase and subscription model, with subscribers receiving a 5% recurring discount and self-serve pause/skip/cancel functionality through a member portal. Customer acquisition is primarily content- and earned-media-driven: an extensive recipe blog (Fish Fixe Kitchen), active organic social presence, a monthly email newsletter, community event sponsorships (e.g., Round Top Film Festival, Fish Fixe + Friends in Houston), recipe collaborations with Registered Dietitians and chefs, and brand credibility from the company's 2021 appearance on ABC's Shark Tank, where it secured an investment deal with Lori Greiner.

Name

Fish Fixe

Legal name

Fish Fixe

Website

https://fishfixe.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Fish Fixe is a US direct-to-consumer e-commerce company that delivers flash-frozen, vacuum-sealed premium seafood proteins and organic spice blends to consumers across the 48 contiguous United States via subscription and one-time purchase, targeting busy, health-conscious families seeking convenient, restaurant-quality seafood at home.

Ownership category

akta.pro rank

Product category

Frozen Seafood Delivery & Subscription

NAICS

Seafood Product Preparation and Packaging (3117), Seafood Product Preparation and Packaging (31171), Seafood Product Preparation and Packaging (311710), Frozen Specialty Food Manufacturing (311412)

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Ready-to-Eat/Ready-to-Heat Seafood Meals (Prepared Foods) (AFANADAI)

akta.pro secondary industries

Frozen Seafood Meals & Value-Added Seafood (CRADADAG), Prepared Seafood Meals (RTE/RTH) (AFANAFAB), Breaded/Battered & Fried Seafood Products (Frozen Convenience) (AFANADAH)

Keywords

• Frozen seafood delivery
• Seafood subscription boxes
• Direct-to-consumer seafood
• Flash-frozen seafood
• Premium seafood products

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Seafood Box Sales: Fish Fixe generates revenue primarily through direct online sales of frozen seafood boxes. Products include the Fish Fixe Box ($159 for 16 portions), Fixe Your Own Box ($169 for 16 portions), Half Pack (8 portions), Pack and a Half (24 portions), and Organic Spice Blends. Both one-time purchases and recurring subscription orders are available, with subscribers receiving a 5% discount. The company ships weekly (every Tuesday) to all 48 contiguous US states.
2. Subscription / Recurring Orders: Customers can set up recurring orders for ongoing seafood delivery. Subscribers enjoy 5% off every order and can easily pause, skip, cancel, or modify their deliveries at any time through the member portal or by contacting customer support.
3. Spice Blends and Add-on Products: Organic spice blends (The Original One, The Citrus One, The Bold One, The Cajun One) and other add-on products are sold as supplementary purchases alongside seafood boxes through the online shop.
4. Referral Program: Fish Fixe operates a referral program that rewards existing customers who share Fish Fixe with others, with both the referrer and the new customer receiving benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Fish Fixe is a direct-to-consumer e-commerce seafood company that sells pre-portioned, flash-frozen, vacuum-sealed premium seafood proteins (salmon, tuna, shrimp, scallops, haddock, mahi mahi, cobia, trout, crab cakes) through curated or customizable subscription boxes and one-time purchases. Products are responsibly sourced (MSC/ASC certified where applicable) and shipped weekly with insulated packaging and dry ice to homes across the 48 contiguous US states.

Product overview

Fish Fixe is a direct-to-consumer frozen seafood subscription and delivery service offering pre-portioned, flash-frozen premium seafood proteins. The core offering is the Fish Fixe Box (16 portions at $159) and Fixe Your Own Box ($169), with smaller Half Pack (8 portions) and Pack and a Half (24 portions) options. The product portfolio includes wild caught seafood (Gulf Shrimp, Icelandic Haddock, Mahi Mahi, Patagonian Sea Scallops, Alaskan Sockeye Salmon, Yellowfin Tuna) and responsibly farmed options (Norwegian Salmon, Rainbow Trout, Ocean Raised Cobia), plus add-on Organic Spice Blends. All products are vacuum-sealed, flash-frozen at peak freshness, and include recipe instructions on packaging. Customers can order one-time or subscribe with 5% recurring discount, with weekly Tuesday shipments to 48 contiguous states.

Differentiator

Problem solved

Functional benefit

Products and services

• Fish Fixe Box Curated subscription box containing 16 pre-portioned 6-oz frozen seafood proteins (8 proteins, 2 portions per bag) designed to feed two adults two servings of seafood per week for a month. Includes recipes on each bag and is available as a one-time purchase or recurring subscription with 5% off.
• Fixe Your Own Box Customizable 16-portion box where customers select 8 preferred seafood proteins (2 portions each); priced at $169 and available as one-time purchase or subscription with 5% off.
• Half Pack (8 portions) Smaller subscription option containing 8 portions (4 proteins, 2 portions per bag) for customers wanting to try the service or with smaller households. Available as one-time purchase or subscription.
• Pack and a Half (24 portions) Expanded subscription box containing 24 portions of frozen seafood proteins for larger households with more than two seafood lovers. Available as one-time purchase or subscription.
• Norwegian Salmon Open ocean raised salmon from Norway with a rich, buttery flavor and melt-in-your-mouth texture; BAP Certified. Suitable for baking, broiling, or searing.
• Rainbow Trout Farm raised rainbow trout from the Snake River in Idaho's Magic Valley with a mild, flaky texture and fresh, crisp taste; ASC Certified.
• Wild Caught Gulf Shrimp Wild caught Gulf Shrimp with crisp, full natural flavor and firm texture; comes raw, peeled, tail-on with no additives or enhancements; Product of USA.
• Wild Caught Icelandic Haddock Wild caught haddock from Iceland's Westfjord region with mild, slightly sweet, clean flavor; MSC Certified Fishery; versatile skinless fillet.
• Wild Caught Mahi Mahi Wild caught Mahi from South America; a medium-firm fillet that stands up well to many cooking methods; untreated and in its natural form.
• Patagonian Sea Scallops Cold-water Patagonian Sea Scallops from Argentina, graded, rinsed, and blast frozen-at-sea; 100% natural, chemical-free, untreated 'dry' scallops; wild caught.
• Ocean Raised Cobia Open ocean raised cobia from Panama; a firm yet flaky mild white fish; ASC Certified and American Heart Association Certified.
• Wild Caught Sockeye Salmon Wild caught Alaskan Sockeye Salmon from Bristol Bay, Alaska; rich and buttery, skin-on fillets that are leaner than Norwegian Salmon; MSC Certified Fishery.
• Wild Caught Yellowfin Tuna Hand-line caught Yellowfin Tuna, sustainably sourced and untreated; deep purple and brown hues are natural color; sushi grade; not treated to enhance color.
• Maryland Crab Cakes Traditional Maryland-style crab cakes made with quality crab meat; ready to cook seafood product.
• Jalapeño Crab Cakes Spicy jalapeño crab cakes combining traditional crab cake quality with a kick of heat from jalapeños.
• Organic Spice Blends Line of organic, small-batch-crafted spice blends including The Original One, The Citrus One, The Bold One, and The Cajun One. All organic, gluten-free, non-GMO, with no artificial ingredients, sweeteners, colors, MSG, or preservatives. Sold as an add-on to seafood boxes.

Quantifiable outcome

• 16 portions (8 proteins, 2 portions per bag) feed two adults their recommended two servings of seafood per week for an entire month
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor.

• Pam FullenweiderminorStrategic or Co-development PartnerPam Fullenweider is a Registered Dietitian Nutritionist (RDN) specializing in the Mediterranean Diet who creates original recipes for Fish Fixe. She has developed hundreds of healthy dishes for the Fish Fixe Kitchen blog, including recipes such as Grilled Shrimp and Succotash Bowl, Seared Salmon with Mango Salsa, and Sheet Pan Panko Crusted Dijon Salmon. She also teaches the Living Fully Mediterranean Diet online course and cooking classes.
• Bristol SeafoodminorStrategic or Co-development PartnerFish Fixe partnered with Bristol Seafood to introduce a Sesame Teriyaki Atlantic Salmon on a Cedar Plank product — a pre-prepped dish marketed as 'PREP-LESS' that can be cooked on the grill or broiled. Bristol Seafood supplies the premium Atlantic Salmon cut used in this product collaboration.
• OrganicGirlminorStrategic or Co-development PartnerOrganicGirl partnered with Fish Fixe to create the Cobia Baja Bowls recipe, featuring OrganicGirl baby spring mix as a key ingredient in the bowl assembly. This recipe collaboration promotes both brands' products together.
• Marcia SmartminorStrategic or Co-development PartnerMarcia Smart, a culinary instructor, recipe developer, food writer, and owner of Smart in the Kitchen and Smart in the Kitchen School, created the Parchment Paper Fish Packets recipe for Fish Fixe. She is described as a 'Fish Fixe Family Member' and appears regularly as a culinary expert on HoustonLife (NBC) and has been featured on Great Day Houston and Hallmark Home and Family.
• Chef Jean-Paul BourgeoisminorStrategic or Co-development PartnerChef Jean-Paul Bourgeois collaborated with Fish Fixe on a BBQ Cobia with Chili Lemon Butter recipe, which was filmed and published on Fish Fixe's YouTube Channel. Chef Jean-Paul brings expertise in smoking and grilling techniques to the Fish Fixe Kitchen content library.
• True NorthminorStrategic or Co-development PartnerTrue North provided the recipe for Patagonian Scallops with Lemon Garlic Pasta, published on the Fish Fixe Kitchen blog. This recipe collaboration showcases Fish Fixe's Patagonian Scallops with a proprietary recipe.
• Round Top Film FestivalminorGTM or Marketing PartnerFish Fixe sponsored the Round Top Film Festival's Farm Day Lunch event, serving seafood dishes (Mahi Mahi Tacos, Salmon Sliders, Tuna Poke Bowls) to over 100 filmmakers, industry leaders, and movie lovers. The event provided brand exposure and community engagement in the Texas creative community.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Wild Alaskan Company: Direct-to-consumer subscription seafood company shipping wild-caught Alaskan seafood (primarily salmon) nationwide. Closest comparable to Fish Fixe in DTC subscription model, product category, and target audience of health-conscious home cooks.
• ButcherBox: Leading DTC subscription service for premium meat and seafood boxes shipped monthly. Competes with Fish Fixe across seafood SKUs, subscription mechanics, and target customer of busy, health-conscious families. Significantly larger and better capitalized.
• Vital Choice Wild Seafood & Organics: Long-standing DTC frozen seafood retailer specializing in wild-caught, sustainably sourced seafood delivered to consumers. Comparable to Fish Fixe in premium-sustainable positioning, frozen delivery model, and recipe-supported customer experience.
• Crowd Cow: DTC subscription and à la carte meat and seafood company emphasizing transparency and farm-to-table sourcing. Comparable to Fish Fixe in DTC subscription model, curated seafood offerings, and emphasis on cooking content and education.
• Sizzlefish: DTC seafood subscription company delivering frozen, sustainably sourced seafood boxes to consumers. Closely comparable to Fish Fixe in subscription mechanic, frozen delivery model, and target segment of health-conscious home cooks.
• Fulton Fish Market: Online seafood retailer (derivative of the historic NYC Fulton Fish Market) shipping fresh and frozen seafood nationwide. Comparable to Fish Fixe in DTC seafood delivery, premium positioning, and broad protein portfolio.
• Sea to Table: DTC seafood company sourcing wild-caught American seafood direct from small fishing communities. Comparable to Fish Fixe in responsible sourcing narrative, DTC frozen delivery, and farm-to-table brand story.

Emerging players

• Goodfish Catch: Smaller DTC seafood subscription service emphasizing sustainable, traceable seafood. Comparable to Fish Fixe in subscription model and sustainability positioning, but at materially smaller scale.
• Patagonia Provisions: Mission-driven packaged seafood brand (Patagonia, Inc.'s food arm) selling responsibly sourced seafood products DTC and through retail. Comparable to Fish Fixe in sustainability positioning and premium wild-caught seafood assortment, though broader (sardines, mussels, salmon) rather than frozen-portioned proteins.

Broad incumbents

• FreshDirect: Established online grocer offering fresh and frozen seafood alongside broader grocery assortment. Comparable as a competing online seafood destination, but operates as a broad incumbent rather than a seafood-focused subscription specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/FishFixeSeafood
• YouTubeyoutube.com/channel/UC1uB4rivqZcA0HpXFA4vS2g
• Facebookfacebook.com/fixedonfish
• Instagraminstagram.com/fish.fixe
• Pinterestpinterest.com/FishFixeDelivery/_shop
• LinkedInlinkedin.com/company/fish-fixe

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fish Fixe