FISH TALES
- Company typePrivate
- Founded2010
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
FISH TALES firmographics
Firmographics- Name
- FISH TALES
- Legal name
- Fish Tales NL BV
- Website
- https://fish-tales.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
FISH TALES industry classification
Industry- Product category
- Sustainable Seafood Products
- NAICS
- Seafood Product Preparation and Packaging (311710), Seafood Product Preparation and Packaging (3117), Seafood Product Preparation and Packaging (31171)
- SIC
- Prepared Fresh Or Frozen Fish & Seafoods (2092), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Canned & Shelf-Stable Seafood (Tuna, Sardines, Salmon, Retort Pouches) (AFANALAG)
- akta.pro secondary industries
- Smoked & Cured Seafood (Salmon, Herring, Lox) (AFANALAD), Marinated & Seasoned Seafood (Value-Added Raw/Par-Cooked) (AFANALAE)
Keywords
Where FISH TALES is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
FISH TALES business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Direct E-commerce Sales: Fish Tales sells fish products directly to consumers through their Shopify-powered online shop, offering products like canned fish, smoked fish, and cookbooks with pricing ranging from €12 to €30 per item.
- Retail Distribution: Fish Tales distributes products through retail channels including Albert Heijn supermarkets, where products like gerookte horsmakreel are sold.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Octopus in olijfolie 2-pack |
| Unit Pricing | Pay-as-you-go | Vis van de Plank cookbook |
| Unit Pricing | Pay-as-you-go | Ansjovis in Extra Vierge Olijfolie 2-pack |
| Unit Pricing | Pay-as-you-go | Sardine paté 2-pack |
| Unit Pricing | Pay-as-you-go | Sardines in olijfolie |
| Unit Pricing | Pay-as-you-go | Sardines in Extra Vierge Olijfolie with lemon 2-pack |
| Unit Pricing | Pay-as-you-go | Sardines in pittige tomatensaus 2-pack |
| Unit Pricing | Pay-as-you-go | Gerookte zalm in olijfolie 2-pack |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
FISH TALES product offering
Product offeringCore offering
Fish Tales sells a curated portfolio of sustainably caught canned and smoked fish products — including sardines, anchovies, skipjack tuna, albacore tuna, horse mackerel, cod liver, octopus, and smoked salmon — all carrying MSC, ASC, and/or Fair Trade certification and traceable back to the fishery of origin. Products are sold under the Fish Tales brand in 2-pack and single-unit formats at €12–€30 price points, complemented by a founder-authored cookbook. The portfolio is distributed via the company's own e-commerce webshop and through Albert Heijn retail in the Netherlands.
Product overview
Fish Tales is a sustainable canned and smoked fish company founded by Dutch chef Bart van Olphen, operating as a single unified brand with a portfolio of certified seafood products. The core offering consists of canned fish (sardines, horse mackerel, anchovies, skipjack tuna, albacore tuna, cod liver) in various preparations (olive oil, tomato sauce, sunflower oil, water), complemented by smoked fish (wild sockeye salmon from Alaska, Atlantic salmon from Norway, horse mackerel from Chile/Netherlands). A published cookbook titled 'Vis van de Plank' extends the brand into content/education. All products carry MSC, ASC, and/or Fair Trade certification, reflecting the company's focus on traceability and sustainability. Products are sold through the Fish Tales webshop (powered by Shopify) and select retail partners, with shipping across the Netherlands via PostNL.
Differentiator
Problem solved
Functional benefit
Products and services
- Sardines in olijfolie (Sardines in Olive Oil) MSC-certified sardines packed in olive oil, caught in Cornwall, UK by small-boat fishermen using ring nets; rich in omega-3, vitamin D, calcium and iron. Sold to Dutch consumers via the Fish Tales webshop.
- Sardines in pittige tomatensaus | 2-pack (Sardines in Spicy Tomato Sauce) Sardines in a spicy tomato sauce with chili, packed in a traditional Portuguese conserveria; 120 g pack (drain weight 85 g), 70.8% sardines, priced at €12 per 2-pack. Targeted at home cooks seeking convenient, flavorful fish.
- Sardine paté | 2-pack (Sardine Pâté) Artisanally prepared creamy sardine pâté from Porto, MSC certified; 75 g pack with 56% sardines, olive oil, tomato purée, vinegar, white pepper and salt; priced at €12 per 2-pack. Sold for sandwich, toast and appetizer use.
- Ansjovis in Extra Vierge Olijfolie | 2-pack (Cantabrian Anchovies in Extra Virgin Olive Oil) MSC-certified Cantabrian anchovy fillets aged at least 6 months for a firm texture, packed in extra virgin olive oil; 45 g pack (drain weight 23 g), priced at €12 per 2-pack. Targeted at premium home-cooking consumers.
- Gerookte wilde Sockeye zalm (Smoked Wild Sockeye Salmon) Wild-caught sockeye salmon from Egegik Bay, Alaska (Tony Neal family fishery using anchored gillnets), traditionally cold-smoked on beechwood; MSC certified; known for intense deep red color. Sold to Dutch consumers via the Fish Tales webshop.
- Gerookte Atlantische zalm (Smoked Atlantic Salmon) ASC-certified farmed Atlantic salmon from Kvarøy, Norway (third-generation farmer Alf-Gøran Knutsen), free of antibiotics or hormones and traditionally cold-smoked on beechwood. Sold as a premium smoked salmon SKU to Dutch consumers.
- Gerookte horsmakreelfilet (Smoked Horse Mackerel Fillet) MSC-certified Chilean horse mackerel (jurel) sustainably caught by 6 boats from Coronel, Chile, and traditionally smoked in Volendam, Netherlands on beechwood by fish-smoker Jaap; positioned as a sustainable alternative to overfished Atlantic mackerel. Distributed via the Fish Tales webshop and Albert Heijn retail.
- Horsmakreel in zonnebloemolie (Horse Mackerel in Sunflower Oil) MSC-certified Chilean horse mackerel (jurel) canned in sunflower oil near the Coronel harbor; marketed as a versatile ingredient for salads, pasta and toast. Sold to Dutch consumers.
- Skipjack tonijn in water 2-pack (Skipjack Tuna in Water) Fair Trade-certified skipjack tuna in water, pole-and-line caught in the Celebes Sea near Bitung, Indonesia; 25 g protein per 100 g, 105 kcal; sold as a 2 × 80 g pack to Dutch consumers seeking healthy, high-protein fish.
- Skipjack tonijn in olijfolie (Skipjack Tuna in Olive Oil) Fair Trade-certified skipjack tuna in 100% extra virgin olive oil, pole-and-line caught in the Celebes Sea near Bitung, Indonesia; rich in protein and omega-3 fatty acids. Sold to Dutch consumers as a premium canned tuna.
- Skipjack tonijn in biologische olijfolie (Skipjack Tuna in Organic Olive Oil) Skipjack tuna in organic extra virgin olive oil, pole-and-line caught in the waters of the Maldives; full, rich flavor suitable for both cold and warm dishes. Sold to Dutch consumers as a premium, organic canned tuna.
- Albacore tonijn in olijfolie (Albacore Tuna in Olive Oil) MSC-certified albacore tuna from the Basque Country, Spain, caught one by one with rod and line in the Bay of Biscay by Oskar Larruskain and crew; packed in extra virgin olive oil; high in omega-3, protein and vitamin D. Sold to Dutch consumers as a premium, traceable canned tuna.
- Kabeljauwlever (Icelandic Cod Liver) MSC-certified Icelandic cod liver, soft and creamy in flavor, rich in protein, omega-3 fatty acids and vitamin A. Sold as a traditional canned delicacy to Dutch consumers.
- Vis van de Plank (cookbook) A cookbook by Fish Tales founder Bart van Olphen showcasing how versatile canned fish can be, featuring recipes for fish platters, picnics, drinks, festive dinners and Mediterranean evenings; priced at €30. Sold to Dutch consumers via the Fish Tales webshop.
- Octopus in olijfolie | 2-pack (Octopus in Olive Oil) Octopus packed in olive oil, sourced from Chilean fishery Orizon Fisheries with named fisherman Vicente Rivas; featured as a hero SKU on the Fish Tales homepage; sold as a 2-pack at €30 to Dutch consumers seeking a premium canned seafood product.
Quantifiable outcome
- 9.4M+ fish products sold in 2025
- +2 more outcomes
Companies that use FISH TALES
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
FISH TALES technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
FISH TALES partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- Jamie OliverminorJamie Oliver collaboration with Fish Tales, featuring joint content and brand partnerships around sustainable fish and cooking.
- ShopifycoreShopify powers the Fish Tales e-commerce store (fish-tales-store.myshopify.com), providing the platform infrastructure for online sales and order processing.
- PostNLcorePostNL is the shipping partner for Fish Tales webshop orders, delivering products within 1-2 working days after dispatch.
- Tony Neal (Egegik Bay, Alaska)coreFamily fishing operation catching wild sockeye salmon in Egegik Bay, Alaska. Partnership since 2025, using anchored gillnets and traditional methods.
- Elvis Daniel Macaya Mendez (Coronel, Chili)coreChilean horsmakreel fishing operation using ring nets. Partnership since 2019 with 6 boats fishing from Coronel, Chile.
- David Pascoe (Cornwall, UK)coreCornish fisherman catching pilchard sardines using small boats and ring nets. David has been fishing for nearly 20 years, continuing a multi-generational tradition.
- Glein Stein (Bitung, Indonesië)coreIndonesian skipjack tuna fisherman using pole and line methods. Part of Fair Trade certified fishery supplying Fish Tales tuna.
- Oskar Larruskain (Hondarribia, Spanje)coreBasque albacore tuna fisherman fishing in the Gulf of Biscay. 28 years of experience, part of ~161 boats in the region.
- Alf-Gøran Knutsen (Kvarøy, Noorwegen)coreThird-generation salmon farmer on Kvarøy island in Norway. Pioneers sustainable aquaculture with 50% more space per fish than industry standard.
- Jaap (Volendam smoker)minorTraditional fish smoker in Volendam, Netherlands, who smokes Chilean horsmakreel using traditional methods on beech wood.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
FISH TALES competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
FISH TALES social profiles
Digital presenceFISH TALES compliance and trust
Trust signalCompliance9 records
FISH TALES financial estimates
Financial estimateRevenue estimate
Valuation estimate
FISH TALES leadership team
Management profileNumber of profiles
Profiles1 record
FISH TALES funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FISH TALES M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FISH TALES
What does FISH TALES do?
Fish Tales sells a curated portfolio of sustainably caught canned and smoked fish products — including sardines, anchovies, skipjack tuna, albacore tuna, horse mackerel, cod liver, octopus, and smoked salmon — all carrying MSC, ASC, and/or Fair Trade certification and traceable back to the fishery of origin. Products are sold under the Fish Tales brand in 2-pack and single-unit formats at €12–€30 price points, complemented by a founder-authored cookbook. The portfolio is distributed via the company's own e-commerce webshop and through Albert Heijn retail in the Netherlands.
Is FISH TALES a public or private company?
FISH TALES is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FISH TALES founded?
FISH TALES was founded in 2010. It employs 1 to 10 people.
Where is FISH TALES based?
FISH TALES is headquartered in Amsterdam, Netherlands, in the Europe region.
How does FISH TALES make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Does FISH TALES have an API?
No public API is recorded for FISH TALES.
What industry is FISH TALES in?
FISH TALES's product category is Sustainable Seafood Products. Its primary akta.pro industry code is AFANALAG, Canned & Shelf-Stable Seafood (Tuna, Sardines, Salmon, Retort Pouches), with a secondary code of AFANALAD, Smoked & Cured Seafood (Salmon, Herring, Lox). Its NAICS code is 311710 and its SIC code is 2092.