The Fish Farmer

What The Fish Farmer does

The Fish Farmer Pte. Ltd. is a Singapore-headquartered premium and sustainable seafood producer and wholesaler, founded in 2007 and operating sea-water aquaculture farms off the coast of Changi that harvest approximately 3,000 fish daily. Its own-brand fresh portfolio includes Barramundi/Seabass, Grey Mullet, Lion Head Snapper/Red Snapper, and Milkfish sold as whole fish and fillets, with value-added extensions including a Heat-and-Eat barramundi line in Mediterranean, Thai, Teochew, and Tempura variants. The company has also built a multi-brand distribution platform carrying 117 products across ten labels such as Maruha Nichiro (Japan), St James Smokehouse (Scotland), Sarangani Bay (Philippines), The Better Fish (Vietnam), and Copper River Seafood, supplemented by organic Kee Song poultry.

Revenue is generated through a hybrid B2C/B2B model: a direct e-commerce storefront with home delivery, a dedicated B2B/wholesale section with volume discounts, listing across major Singapore supermarket chains (NTUC FairPrice, Cold Storage, Don Don Donki, Meidi-Ya), e-commerce marketplaces (Amazon Singapore, Shopee, PandaMart, Red Mart), and direct supply to premium fine-dining accounts (Candlenut, COMO Cuisine, PARKROYAL, Garibaldi, Yan's Dining, Elfuego, The Summer House). The underlying technology stack centers on the proprietary FarmLink AIoT platform for aquaculture monitoring, layered on 18+ years of R&D into sustainable tropical sea-water farming using natural tidal cycles. A ~50-person culinary team led by Chef Elvin Leong executes high-profile events including a state reception at the Istana. The firm holds ISO 22000:2018, SG Good Aquacultural Practice, ASC and MSC Chain of Custody, BRCGS 'AA', MUIS Halal, and ISO 9001:2015 certifications, and exhibited at Agri-Food Tech Expo Asia 2025.

Name

The Fish Farmer

Legal name

The Fish Farmer Pte. Ltd.

Website

https://thefishfarmer.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

The Fish Farmer is a Singapore-based sustainable seafood producer and wholesaler operating Changi sea-water fish farms and distributing fresh, frozen, and ready-to-eat seafood across D2C e-commerce, major supermarkets, marketplaces, and premium restaurants in Singapore.

Ownership category

akta.pro rank

Product category

Seafood Wholesale and Aquaculture

NAICS

Aquaculture (11251), Seafood Product Preparation and Packaging (3117), Fish and Seafood Merchant Wholesalers (42446), Fish and Seafood Retailers (445250)

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092), Food And Kindred Products (2000)

akta.pro primary industry

Aquaculture Harvest, Processing & Packing (Farmed Finfish/Shellfish; On-Farm Plants) (AFANADAL)

akta.pro secondary industries

Seafood Wholesale (Fresh & Frozen) (AFAIADAD), Ready-to-Eat Seafood (Cooked Shrimp, Crab, Lobster, Surimi) (AFANALAC), Value-Added Seafood Packaging (MAP/Vacuum, Portion Packs, Private Label) (AFANADAM)

Keywords

• Sustainable seafood
• Aquaculture farming
• Seafood wholesale
• Fresh fish supply
• Frozen seafood distribution

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Seafood Sales: Direct-to-consumer and B2B sales of fresh, frozen, and processed seafood products through their e-commerce platform. Products include fresh fish, frozen seafood, ready-to-cook items, and value-added products like heat-and-eat barramundi fillets. Revenue generated from individual consumer purchases and wholesale B2B orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

The Fish Farmer produces and distributes premium, sustainably farmed and sourced seafood in Singapore. Its own sea-water farms off Changi supply fresh barramundi, red snapper, grey mullet, and milkfish harvested daily, complemented by curated imported frozen, ready-to-cook, and sashimi-grade seafood, plus organic poultry under distributed third-party brands. Sales occur through a direct B2C e-commerce storefront, a dedicated B2B wholesale channel, supermarket chains, and online marketplaces.

Product overview

The Fish Farmer is a Singapore-based premium and sustainable seafood wholesaler operating both B2C (e-commerce) and B2B channels. The product portfolio is organized as: (1) Own-brand locally farmed seafood including Fresh Barramundi/Seabass, Fresh Grey Mullet, Fresh Lion Head Snapper/Red Snapper, and Fresh Milkfish offered as whole fish and fillets; (2) Own-brand Heat and Eat ready-to-cook processed barramundi products in Mediterranean, Thai, and Teochew styles plus Crispy Tempura; (3) Farmlink AIoT technology platform for aquaculture farm management; and (4) Third-party brands including The Better Fish (barramundi from Vietnam), Maruha Nichiro (Japanese seafood), Sarangani Bay (Philippines milkfish/bangus), and St James Smokehouse (Scottish smoked salmon), plus organic poultry under the Kee Song brand. Products span fresh, frozen, ready-to-cook, sashimi, and poultry categories with origins from Singapore, Japan, Vietnam, Philippines, and other countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Barramundi/Seabass (own-brand locally sea-water-farmed) Locally sea-water-farmed barramundi (Asian sea bass) sold as whole fish and pre-cleaned fillets, harvested daily from the Changi farm. Targeted at individual consumers via the e-commerce shop and at B2B customers via wholesale 8-pack bundles for restaurants and retailers.
• Fresh Red Snapper / Lion Head Snapper (own-brand locally sea-water-farmed) Locally sea-water-farmed lion head snapper/red snapper offered as whole fish and fillets. Sold to individual consumers and wholesale customers; red snapper from this line has been supplied to the Singapore state reception at the Istana.
• Fresh Grey Mullet (own-brand locally sea-water-farmed) Locally sea-water-farmed grey mullet marketed as whole fish and fillets for consumers and wholesale buyers seeking a sustainable locally farmed white fish option.
• Fresh Milkfish (own-brand locally sea-water-farmed) Locally sea-water-farmed milkfish sold as whole fish to consumers and wholesale customers, expanding the locally farmed assortment beyond barramundi and snapper.
• Heat-and-Eat Barramundi Fillet (Mediterranean, Thai, Teochew, Crispy Tempura styles) Ready-to-cook and ready-to-eat processed barramundi fillets in multiple cuisine styles, with no preservatives and no MSG. Targeted at consumers seeking convenient premium locally farmed fish, frozen within 8 hours of harvest for shelf-ready preparation.
• FarmLink AIoT (aquaculture farm-monitoring platform) An AIoT technology platform supporting monitoring and management of aquaculture farms, developed and deployed by The Fish Farmer for its sea-water farming operations off Changi.
• The Better Fish (distributed third-party barramundi brand) Distribution line for The Better Fish responsibly ocean-farmed barramundi from Vietnam, offering flavored fillets and crispy tenders for retail and foodservice customers seeking responsibly sourced fish.
• Maruha Nichiro (distributed Japanese seafood brand) Distribution line for Maruha Nichiro Japanese seafood products spanning MSC-certified prawns, shrimp, sardine, breaded pollock, tempura ebi, steamed octopus, and breaded oysters, sold to Singapore consumers and foodservice customers.
• Sarangani Bay (distributed Philippines milkfish brand) Distribution line for Sarangani Bay Philippines milkfish (bangus) products, offering boneless and flavored variants for consumers seeking Southeast Asian-style milkfish in Singapore.
• St James Smokehouse (distributed Scottish smoked salmon brand) Distribution line for St James Smokehouse Scottish smoked salmon and gravadlax, produced at a BRCGS 'AA' accredited facility, sold to consumers and foodservice customers in Singapore.
• Kee Song Organic Lacto Chicken (distributed organic poultry) Distribution line for Kee Song organic poultry (including Black, Kampong, and Organic Lacto chicken varieties) under MUIS Halal certification, offering antibiotics-free chicken options to consumers in Singapore.
• B2B Wholesale Supply Service Wholesale seafood supply service for restaurants, hotels, caterers, and retailers in Singapore, offering bundled product packs with volume discounts and direct sales outreach; supports the company's enterprise customers including Candlenut, COMO Cuisine, PARKROYAL, NTUC FairPrice, Cold Storage, and Amazon Singapore.

Quantifiable outcome

• 3,000 fish harvested daily
• +1 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Agri-Food Tech Expo AsiaminorStrategic or Co-development PartnerThe Fish Farmer participated in Agri-Food Tech Expo Asia 2025, one of the premier platforms for innovation in the agrifood and aquaculture industry, showcasing their sustainable fish farming operations and products.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Blue Aqua International: Singapore-headquartered aquaculture technology and shrimp/fish farming company. Comparable to The Fish Farmer as a Singapore aquaculture operator with proprietary technology focus, sustainability positioning, and B2B sales into regional markets.
• Apollo Aquaculture Group: One of Singapore's largest land-based fish farming operations producing grouper, sea bass, and other tropical species. Comparable on core aquaculture production in Singapore, supplying similar wholesale and retail seafood channels.
• Crestar Industries: Singapore aquaculture group with hatchery and fish farming operations. Comparable as a domestic aquaculture producer serving Singapore wholesale and retail seafood demand with a focus on local production.
• Barramundi Asia: Singapore-based barramundi producer operating a large-scale open-sea fish farm. The most direct comparable for The Fish Farmer because both produce premium barramundi in Singapore sea-water farms and supply similar Singapore B2B and B2C channels.
• Universal Aquaculture: Singapore-based aquaculture producer with floating sea-cage operations. Direct comparable on tropical marine fish farming in Singapore waters and wholesale distribution to local retailers and restaurants.

Broad incumbents

• Maruha Nichiro: Japan's largest seafood company and one of the world's biggest, spanning fishing, aquaculture, processing, and distribution. The Fish Farmer actually distributes Maruha Nichiro branded products, evidencing direct product overlap.
• Thai Union Group: One of the world's largest seafood companies with a broad portfolio of branded and B2B seafood products. Relevant as a broad incumbent that competes in similar product categories (frozen, canned, value-added seafood) at much larger scale.
• Charoen Pokphand Foods (CPF): Major Thai aquaculture and food producer with global operations across shrimp, fish, and prepared seafood. Comparable as a large-scale aquaculture and seafood player whose products compete with The Fish Farmer's assortment in ASEAN retail and foodservice.

Regional players

• Oceanus Group: Asia-focused aquaculture and seafood company. Comparable as a regional player operating across multiple Asian geographies in aquaculture production and seafood distribution, serving similar B2B and retail customers.

Emerging players

• Allegro Aqua: Emerging barramundi and sustainable aquaculture producer in Asia. Comparable as a smaller, sustainability-focused aquaculture operator with a similar premium, certified-fish positioning to The Fish Farmer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/thefishfarmer
• Facebookfacebook.com/TheFishFarmerSG
• Instagraminstagram.com/thefishfarmersg
• TikToktiktok.com/@thefishfarmersg

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Fish Farmer