Highland Fish Market

What Highland Fish Market does

Highland Fish Market is a privately held, family-owned retail seafood market headquartered in Louisville, Kentucky, operating two brick-and-mortar storefronts — the original Middletown location at 12121 Shelbyville Road and a newer Deer Park location at 1745 Bardstown Road. Founded in 1995 by Gary Hirsch and operated with his son Michael until June 2023, the business was sold to new owners Mark and Sarah Hart along with Matt and Ashley Bedingfield, who have committed to continuing the family-owned tradition. The company sells fresh and frozen fish (including premium species such as Chilean Sea Bass, Bluefin Tuna, Ora King Salmon, and Scottish Lochduart Salmon), shellfish (Chesapeake Bay oysters, PEI mussels, dry diver scallops), crab (Alaskan King Crab, Stone Crab, Maryland crab cakes), Canadian cold-water lobster, and shrimp across multiple grades and preparations, supplemented by a curated assortment of complementary gourmet products including Ariston olive oils and balsamics, Tom Douglas spice rubs, Patagonia Provisions crackers and tinned fish, Boston Chowda soups, and handmade dips and spreads.

The business operates a direct-to-consumer retail model with no wholesale, restaurant-supply, or third-party marketplace distribution. Customers transact through walk-in store purchases or via a WooCommerce-based online ordering system that supports in-store pickup at either location, with a special-order service (2–3 days notice, phone consultation) that extends the catalog into exotic items such as Branzino, Uni, Dungeness Crab, Eel (Unagi), Frog Legs, and premium caviars. Pricing is unit-based (per pound, per dozen, per package) with no subscription or recurring revenue component. Marketing is primarily local and organic — website, recipe blog, email newsletter, and word-of-mouth — with no paid advertising channels identified. There is no proprietary technology platform, no app, and no AI/ML capabilities; competitive positioning rests on 25+ years of brand reputation, direct supplier relationships with premium specialty producers, and owner-staffed expertise in seafood selection and preparation.

Name

Highland Fish Market

Legal name

Highland Fish Market

Website

https://www.highlandfish.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Highland Fish Market is a family-owned retail seafood market operating two storefronts in Louisville, Kentucky, selling fresh and frozen fish, shellfish, crab, lobster, shrimp, and complementary gourmet products to local consumers since 1995.

Ownership category

akta.pro rank

Product category

Retail Seafood Market

NAICS

Fish and Seafood Retailers (445250), Fish and Seafood Retailers (44525), Other Specialty Food Retailers (44529)

SIC

Retail-Food Stores (5400), Retail-Grocery Stores (5411)

akta.pro primary industry

Seafood Markets & Fishmongers (CRAHAHAC)

Keywords

• Fresh seafood retail
• Premium fish market
• Shellfish and crustaceans
• Gourmet specialty foods
• Online order pickup

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Fresh Seafood Retail Sales: Direct retail sales of fresh, frozen, and specialty seafood products to consumers. Revenue generated through in-store purchases and online orders for pickup. Additional revenue from complementary products including olive oils, balsamic vinegars, spices, crackers, and prepared seafood items like crab cakes and chowders.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Highland Fish Market is a family-owned retail seafood market selling fresh and frozen fish, shellfish, crab, lobster, shrimp, and complementary gourmet products (olive oils, balsamic vinegars, spices, crackers, tinned fish, prepared seafood like crab cakes and chowders). The business operates two physical storefronts in Louisville, KY and an online ordering system for store pickup, with special order capabilities for unique or hard-to-find seafood varieties.

Product overview

Highland Fish Market is a family-owned seafood retailer operating two retail locations in Louisville, Kentucky (Middletown and Deer Park), established in 1995. The company offers a comprehensive seafood product portfolio organized around core categories: fresh and frozen fish (including premium species like Chilean Sea Bass, Bluefin Tuna, and Scottish Salmon), shellfish (oysters, mussels, clams, scallops), crab products (King Crab, Stone Crab, Maryland Crab Cakes), lobster (Canadian Cold Water Lobster tails and meat), and shrimp in various preparations. The product line extends to complementary categories including dips and spreads, olive oils and balsamics, marinades and spices, crackers, and tinned fish. The company operates an online ordering system for store pickup and offers special order capabilities for unique or hard-to-find seafood items. Business services include recipes and cooking recommendations, positioning the market as a full-service seafood destination for both novice home cooks and experienced seafood enthusiasts.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh & Frozen Fish Wide variety of fresh and frozen fish including premium selections such as Chilean Sea Bass, Bluefin Tuna, Scottish Salmon, Alaskan Halibut, Ora King Salmon, and Hawaiian Mahi-Mahi for retail customers.
• Shellfish Selection of live and frozen shellfish including Chesapeake Bay Oysters, Prince Edward Island Mussels, Virginia Littleneck Clams, Jumbo Dry Diver Sea Scallops, and live crawfish for retail customers.
• Crab Products Crab offerings including Colossal Alaskan King Crab Legs, Golden King Crab, Florida Stone Crab Claws, Maryland Crab Cakes, Fresh Lump Crabmeat, Snow Crab Clusters, and Whole Dungeness Crab.
• Lobster Canadian Cold Water Lobster products including fresh/frozen lobster tails (7-8 oz and 10-12 oz sizes) and frozen cooked lobster meat in 2 lb and 8 oz packages.
• Shrimp Extensive shrimp selection including cooked/peeled/deveined varieties (16/20, 26/30 counts), raw EZ Peel jumbo shrimp (13/15), wild red Argentinian shrimp, and handmade shrimp party trays in various sizes.
• Dips, Spreads & Salads Prepared accompaniments including handmade cocktail sauce, roasted red pepper sauce, Cajun crab dip, smoked salmon spread, and specialty items like Messinia honey with honeycomb and artisan olives.
• Olive Oils & Balsamics Ariston brand oils and vinegars including 100% extra virgin olive oil, 25-year aged balsamic vinegar, and flavored varieties such as basil, blood orange, butter, garlic, lemon, lime, truffle, and Tuscan herb olive oils.
• Marinades, Spices & More Seasonings and sauces including Tom Douglas spice rubs (Peri Peri, Fish Taco, Jerk, Salmon, Seafood, Spicy Tokyo), Ariston risottos, tonkatsu sauce, teriyaki sauces, and wasabi sesame seeds.
• Online Ordering & Pickup Online ordering system for store pickup at the Middletown or Deer Park locations. Customers browse and pay online and collect their order at the chosen storefront.
• Special Order Seafood Special order availability for unique seafood items including Branzino, Arctic Char, Cobia, live lobster, Uni, Dungeness crab, softshell crab, eel (unagi), frog legs, Hamachi, and various oyster varietals. Requires 2-3 days notice and phone consultation.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• LochduartcoreStrategic or Co-development PartnerScottish salmon supplier for Highland Fish Market. Lochduart is referenced as a source for Fresh Scottish Salmon products. The partnership provides access to premium Scottish salmon for the retail market.
• Ora King SalmoncoreStrategic or Co-development PartnerPremium Chinook salmon supplier from New Zealand. Ora King salmon is sustainably raised in pristine New Zealand waters. Highland Fish Market offers Ora King Salmon as a premium product option for customers.
• Southern Illinois Seafood SupplierminorStrategic or Co-development PartnerRegional supplier partnership for buffalo fish. Highland Fish Market partners with a company from Southern Illinois to bring in buffalo fish, providing a unique product not commonly available elsewhere.
• Family-Owned Maryland Crab Cake CompanyminorStrategic or Co-development PartnerSupplier of Handmade Maryland Crab Cakes made by a family-owned company from Stephensville, Maryland. Products sold in boxes of 12 or individually.
• Boston ChowdaminorStrategic or Co-development PartnerSupplier of prepared seafood products including New England Clam Chowda, Charleston She-Crab Soup, Rockport Lobster Bisque, and Shrimp & Sausage Gumbo. Products sold as ready-to-heat containers.
• AristoncoreChannel Partner/ Reseller/ DistributorItalian producer of olive oils, balsamic vinegars, olives, risottos, and specialty food products. Ariston products sold at Highland Fish Market including 100% Extra Virgin Olive Oil, 25-year aged Balsamic Vinegar, and various flavored oils and balsamics.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Fulton Fish Market: Iconic New York-based seafood market that has expanded to nationwide online shipping. Like Highland Fish Market, it sells fresh, frozen, and specialty seafood directly to consumers, with a strong brand reputation and a curated premium assortment.
• The Lobster Place: Chelsea Market-based seafood retailer in New York offering fresh fish, shellfish, and prepared seafood to consumers and wholesale customers. Comparable business model as a curated specialty seafood market with strong brand and quality positioning.
• Pike Place Fish Market: Seattle's iconic fish market with national shipping and a strong retail reputation. Operates a similar physical-storefront plus online ordering model with a focus on premium fresh seafood and specialty species.
• Citarella: New York-based gourmet seafood and specialty food market with multiple locations. Similar curated assortment of premium seafood, complementary specialty products (olive oils, prepared foods), and focus on expert service.
• Russ & Daughters: Iconic NYC specialty food retailer offering seafood (smoked fish, caviar), appetizing items, and complementary gourmet products. Direct comparison as a family-owned, multi-generational specialty food market with strong brand heritage.

Emerging players

• Sea to Table: Online-only seafood delivery service specializing in wild-caught, sustainably sourced American seafood. Reaches the same consumer demographic as Highland Fish Market through a digital-first model, representing a structural threat to local retailers.
• Vital Choice Wild Seafood & Organics: Online retailer of premium wild-caught seafood and organic foods. Comparable in product range (premium fish, shellfish, caviar) and quality positioning, but operates via nationwide e-commerce rather than brick-and-mortar.
• Maine Lobster Now: Online direct-to-consumer seafood retailer specializing in lobster and shellfish. Comparable for premium shellfish and live seafood offerings, with a national digital presence that competes for occasion-driven seafood purchases.

Broad incumbents

• Whole Foods Market: National grocery chain with strong seafood counter offerings. Represents broader competition for premium seafood spending in the Louisville market, with significantly larger scale and supply chain capabilities.
• Kroger: Largest US grocery chain and a major presence in Louisville. Its expanded fresh seafood and Murray's cheese offerings compete for premium/specialty customer wallet share that Highland Fish Market targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HighlandFishMar
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/highlands-seafood

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Highland Fish Market