What Joii Sushi does

Joii Sushi is a UK-headquartered B2B seafood supplier specializing in sashimi-grade raw fish products for restaurants across the UK and Europe. The company operates as a division of New England Seafood Limited and was formed in 2013 as a joint venture between New England Seafood International (NESI) in the UK and The Fish is Life Group in Europe, with processing facilities in Chessington, Surrey and Boulogne-sur-Mer, France.

The product portfolio centers on three categories: (1) sashimi-grade tuna — including yellow fin and albacore tuna loins and saku portions processed via joii's proprietary pipeline; (2) salmon — including HOG farmed salmon from Norway and Scotland, hand-filleted pin-boned fillets, smoked salmon, and wild sockeye and keta salmon; and (3) over 30 specialty seafood items spanning Japanese sea bass, hiramasa, hamachi, black cod, squid variants, octopus, scallops, clams, prawns, crab, surimi, caviars, and prepared products like gyoza and chuka wakame. The portfolio is anchored by two proprietary technologies: a Superfreeze process that flash-freezes tuna at -60°C onboard the fishing vessel immediately after catch, and a patented Superthaw process for refreshing superfrozen tuna that maximizes quality, taste, color, yield and shelf life. All tuna and salmon destined for raw consumption is processed at the only premises in Europe independently BRC audited to AA* level for the preparation of fish to be eaten raw, supported by an internal HACCP system and a microbiological testing regime covering listeria, enterobacteria, E. coli, pseudomonas and salmonella.

Revenue is generated through direct B2B supply to restaurants via dedicated UK and European sales teams, with quote-based pricing that varies by product, grade and volume, structured as multi-year contracts. Full supply-chain traceability is delivered through direct relationships with fishermen, boats, farms and processors worldwide. Beyond product supply, joii layers services including data analysis, recipe and menu development, training and masterclasses, plus a customer service helpdesk staffed 8am–8pm — capabilities the company describes as the first dedicated customer service function in its sector.

Name

Joii Sushi

Legal name

New England Seafood Limited

Website

https://joii.wpengine.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Joii Sushi is a UK-based B2B seafood supplier specializing in sashimi-grade tuna, salmon, and specialty seafood for restaurants across the UK and Europe, leveraging proprietary Superfreeze (-60°C) and patented Superthaw technologies at the only BRC AA*-accredited raw ready-to-eat fish facility in Europe.

Ownership category

akta.pro rank

Product category

B2B Seafood Distribution and Supply

NAICS

Seafood Product Preparation and Packaging (311710), Fish and Seafood Merchant Wholesalers (42446)

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Sushi/Sashimi-Grade & Raw Ready-to-Serve Seafood (Including Poke) (AFANALAI)

akta.pro secondary industries

Ready-to-Eat/Ready-to-Heat Seafood Meals (Prepared Foods) (AFANADAI), Marinated & Seasoned Seafood (Value-Added Raw/Par-Cooked) (AFANALAE)

Keywords

• Sushi seafood supply
• Frozen tuna wholesale
• Sashimi grade fish
• Restaurant seafood distribution
• Japanese cuisine ingredients

Headquarters

HQ city

Chessington

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh and Frozen Seafood Products: B2B supply of premium seafood (tuna, salmon, specialty fish) to restaurant customers in the UK and Europe. Products include sashimi grade tuna, farmed salmon, smoked salmon, and specialty seafood products. Revenue generated through product sales with pricing based on quality, cut, and volume.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Joii Sushi supplies sashimi-grade tuna, salmon and a broad range of specialty seafood (Japanese sea bass, hamachi, hiramasa, black cod, squid, octopus, scallops, clams, prawns, crab, surimi, caviars, prepared items) to busy restaurants across the UK and Europe. Its differentiation rests on proprietary -60°C Superfreeze and patented Superthaw technology that preserve sashimi-quality tuna, processed through the only BRC AA*-audited raw ready-to-eat fish facility in Europe.

Product overview

Joii Sushi is Europe's leading fresh and frozen tuna expert and the #1 supplier of superfrozen tuna, with over 45 years combined experience. Founded in 2013 as a joint venture between New England Seafood International (NESI) in the UK and The Fish is Life Group in Europe, the company supplies the restaurant sector across the UK and Europe. The product portfolio centers on three core categories: (1) Tuna Products featuring sashimi-grade yellow fin tuna and albacore tuna loins and saku portions processed using their proprietary superfreeze/superthaw technology that freezes at -60°C to maintain sashimi quality; (2) Salmon Products including HOG farmed salmon from Norway and Scotland, hand-filleted and pin-boned salmon fillets, smoked salmon varieties, and wild sockeye and keta salmon; and (3) a comprehensive range of over 30 specialty seafood products including Japanese sea bass, hiramasa, hamachi, black cod, squid varieties, octopus, scallops, clams, prawns, crab, surimi, caviar varieties, and prepared products like gyoza and wakame. All tuna and salmon for raw consumption is processed in the only premises in Europe designed and independently BRC audited (AA* level) for ready-to-eat fish production, with full separation between ready-to-eat areas and lower care areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Tuna Products

Quantifiable outcome

• Elimination of naturally occurring parasites through -60°C superfreeze temperature
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• The Fish is Life Group: European parent JV partner of joii, focused on responsibly sourced seafood supply. Comparable as a broader European seafood incumbent whose go-to-market and sourcing overlap with joii's specialty raw-fish offering.
• Mowi ASA: World's largest Atlantic salmon producer with significant B2B sales into European foodservice, including sushi-grade salmon. Comparable as a broad incumbent supplying premium salmon protein into the same restaurant channels joii serves.
• Maruha Nichiro: Japanese seafood major with global tuna sourcing and processing operations, including sashimi-grade supply. Comparable as a broad incumbent in frozen and raw tuna with overlapping premium/Japanese-ingredient supply to restaurant customers.
• New England Seafood International: UK parent of joii and a broader responsibly sourced seafood supplier across multiple species and channels. Comparable as the larger incumbent seafood platform of which joii is the sushi/raw-fish specialty division.
• Thai Union Group: Global seafood manufacturer and supplier (Chicken of the Sea, John West) with European foodservice reach. Comparable as a broad incumbent seafood platform selling into restaurant and retail channels across Europe.
• Clearwater Seafoods: Premium shellfish and seafood supplier with strong foodservice distribution including sushi-grade clams and scallops. Comparable in the specialty raw/sushi-ingredient category and in restaurant-channel distribution.
• Bakkafrost: Large vertically integrated salmon producer with sales into European and global foodservice, including sashimi-grade salmon. Comparable as a broad incumbent premium salmon supplier into joii's restaurant customers.

Direct peers

• Pacific West Foods: Frozen Asian-style seafood and prepared products supplier to foodservice and retail across Europe. Comparable in supplying sushi/Japanese-ingredient lines to restaurants and the broader European foodservice market.
• Direct Seafoods: UK-based B2B seafood supplier serving restaurants and foodservice operators with a broad range of fresh and frozen fish. Closely comparable to joii in customer type, channel, and geographic focus, with overlapping premium raw fish and sushi-grade offerings.
• Hopwells: UK foodservice seafood supplier delivering fresh and frozen fish, shellfish, and sushi-grade products to restaurants. Directly comparable in customer base (UK restaurants), product mix, and B2B distribution model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Joii Sushi