Better Seafood Supply Ltd.

What Better Seafood Supply Ltd. does

Better Seafood Supply Ltd. is a privately held, founder-owned seafood retailer and wholesaler headquartered in Victoria, British Columbia, operating under the stewardship of Gregg and Anne Best. The company's roots extend back to the 1980s when its founders were commercial fishers in Haida Gwaii; after observing the consequences of overfishing in the 1990s and 2000s, the business pivoted from active fishing to sustainable seafood retail and wholesale, with the formal Victoria entity established in 2013. Operations today span two physical storefronts (the main distribution facility at 721 Vanalman Ave and the Oak Bay Seafood sister store at 2024 Oak Bay Ave), plus separate online ordering portals for retail (shop.betterseafoodsupply.com) and wholesale (wholesale.betterseafoodsupply.com) customers.

The core product portfolio is wild-caught, sustainably sourced seafood from the BC coast and Alaska — Vancouver Island spot prawns, sockeye salmon, steelhead salmon, Pacific cod fillets, Hokkaido scallops, and Salt Spring mussels — supplemented by a packaged Salmon Jerky product distributed through grocery stores. The company operates with a same-day delivery model for orders placed by noon within its service zones and uses a pre-authorization payment-hold system to charge actual packed weight rather than ordered weight. There is no proprietary technology platform; the technology footprint consists of standard e-commerce storefronts and conventional retail/wholesale fulfillment.

The revenue model is a hybrid of direct-to-consumer retail sales and B2B wholesale supply to restaurants, hotels, caterers, and grocery stores across Vancouver Island and the broader British Columbia market. Wholesale pricing is account-based and includes price-matching for customers who commit the majority of their seafood spend to Better Seafood. The customer base is diversified across consumer and B2B segments with no disclosed anchor accounts, no external institutional capital, and no public financial reporting. Geographic reach remains local/regional within British Columbia, with product sourcing extending to Alaska but distribution confined to a single domestic market.

Name

Better Seafood Supply Ltd.

Legal name

Better Seafood Supply Ltd.

Website

https://betterseafoodsupply.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Better Seafood Supply Ltd. is a Victoria, BC-based seafood retailer and wholesaler, founded in 2013 by Gregg and Anne Best, serving individual consumers and B2B clients with sustainably sourced wild-caught BC seafood through two retail stores, e-commerce portals, and regional wholesale delivery.

Ownership category

akta.pro rank

Product category

Seafood Retail and Wholesale

NAICS

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

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Seafood Markets & Fishmongers (CRAHAHAC)

akta.pro secondary industries

Seafood Wholesale (Fresh & Frozen) (AFAIADAD), Shellfish Wholesale (Crustaceans & Mollusks) (AFAIADAF)

Keywords

• Seafood wholesale supply
• Fresh seafood retail
• Sustainable wild-caught seafood
• BC seafood distribution
• Online seafood ordering

Headquarters

HQ city

Victoria

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Seafood Sales: Direct sales of fresh, sustainably sourced seafood to individual consumers through online ordering (shop.betterseafoodsupply.com) and physical retail locations. Products include spot prawns, sockeye salmon, steelhead salmon, cod fillet, Hokkaido scallops, and mussels.
2. Wholesale/B2B Seafood Supply: Bulk seafood supply to restaurants, hotels, caterers, and grocery stores. The company offers same-day delivery for orders placed online by noon, competitive pricing with price matching for dedicated accounts, and direct delivery to business locations across Victoria and beyond.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels3 records

Core offering

Better Seafood Supply Ltd. is a Victoria, BC-based seafood retailer and wholesaler that sells fresh, sustainably sourced wild-caught seafood — including spot prawns, sockeye salmon, steelhead salmon, cod fillet, Hokkaido scallops, and Salt Spring mussels — directly to consumers through an online shop (shop.betterseafoodsupply.com) and two physical storefronts in Victoria, and to businesses through a wholesale platform (wholesale.betterseafoodsupply.com) supplying restaurants, hotels, caterers, and grocery stores with same-day local delivery for orders placed by noon. The company also distributes salmon jerky through grocery stores and operates Oak Bay Seafood as a sister eatery/retail location.

Product overview

Better Seafood Supply Ltd. operates as a seafood retailer and wholesaler offering a diverse portfolio of fresh, sustainably sourced seafood products. The core offerings include fresh spot prawns, salmon varieties (sockeye and steelhead), cod fillets, and Hokkaido scallops, all seasonally wild-caught along the BC and Alaska coast. The company operates both retail (shop.betterseafoodsupply.com) and wholesale (wholesale.betterseafoodsupply.com) online ordering platforms, supplemented by a sister store called Oak Bay Seafood that provides an eatery experience. The company also offers Salmon Jerky as a packaged food product distributed through grocery stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Vancouver Island Spot Prawns Fresh spot prawns sustainably harvested from the pristine waters surrounding Vancouver Island, known for their firm, delicate texture and sweet, buttery taste, sold to retail customers and wholesale accounts.
• Sockeye Salmon Fillet Handpicked Pacific Ocean sockeye salmon fillet with rich, buttery flavor and firm, flaky texture, sustainably sourced and sold to retail customers and wholesale accounts.
• Steelhead Salmon Steaks Pacific Ocean steelhead salmon steaks with tender, succulent flesh and delicate, buttery flavor, sustainably harvested and sold to retail customers and wholesale accounts.
• Cod Fillet Wild Pacific cod fillet with velvety texture and rich, buttery flavor, sustainably sourced and sold to retail customers and wholesale accounts.
• Hokkaido Scallops Wild Pacific-sourced Hokkaido scallops with succulent texture and a delicate, sweet taste, sold to retail customers and wholesale accounts.
• Salmon Jerky A packaged protein-packed snack made from salmon, branded under Better Seafood and distributed through grocery stores for off-site retail purchase.
• Retail Seafood Ordering (Online Shop) Direct-to-consumer online ordering service (shop.betterseafoodsupply.com) allowing individual customers in the Victoria service area to purchase fresh sustainable seafood with home delivery and same-day fulfillment for orders placed by the noon cutoff.
• Wholesale Seafood Supply Service B2B wholesale ordering platform (wholesale.betterseafoodsupply.com) supplying restaurants, hotels, caterers, and grocery stores in British Columbia with sustainable wild-caught BC and Alaska seafood, including same-day delivery for orders placed by noon and price-matching for dedicated accounts managed by Founder Anne Best.
• Oak Bay Seafood Sister Store and Eatery A sister seafood restaurant and retail/eatery located at 2024 Oak Bay Ave, Victoria, BC V8R 1E4, operated by Better Seafood Supply as an extension of the retail presence to educate and delight customers with ocean-friendly seafood choices; open 10am-7pm, 7 days a week.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Oak Bay SeafoodminorOthersOak Bay Seafood operates as a sister store to Better Seafood Supply, providing an additional retail/eatery location in Victoria. It represents an extension of Better Seafood's retail presence and mission to educate customers about sustainable seafood choices. The sister store is located at 2024 Oak Bay Ave, Victoria, BC.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Skipper Otto's Community Supported Fishery: BC-based community-supported fishery delivering sustainably sourced, traceable seafood direct to consumers and wholesale buyers. Directly comparable given shared BC provenance, direct-from-fisher sourcing, and dual retail/wholesale model.
• Organic Ocean: Vancouver-based sustainable seafood supplier and fishmonger with retail and wholesale channels. Highly comparable sustainability narrative, BC wild-caught sourcing, and B2B restaurant supply focus.
• Albion Fisheries: BC seafood distributor/wholesaler with retail fish counter locations. Closest direct competitor combining wholesale seafood supply with physical retail fishmongers in the Pacific Northwest.
• The Fish Counter: Vancouver-based sustainable seafood retailer/wholesaler with retail storefronts and B2B supply to restaurants. Same BC market, same small-fishmonger + wholesale model, and same sustainability-led positioning.

Regional players

• The Lobster Man: Vancouver-based live and fresh seafood retailer/wholesaler with strong restaurant and consumer trade in Western Canada. Comparable product mix and wholesale relationships, primarily serving Metro Vancouver rather than Victoria.
• Fisherman's Market: Atlantic Canada seafood retailer/wholesaler with multiple retail locations and a restaurant supply business. Comparable omnichannel fresh-seafood retail + wholesale model in a different Canadian region.

Broad incumbents

• Whole Foods Market: Premium grocery banner with full-service seafood counters sourcing sustainable and traceable product. Competes for the same sustainability-driven consumer spend, especially in BC, with vastly greater assortment and pricing power.
• True World Foods: Large North American seafood wholesaler/distributor with broad restaurant and retail supply. Comparable B2B foodservice model, though at significantly greater scale and geographic breadth than Better Seafood.

Others

• Fulton Fish Market: Historic NYC seafood wholesaler now operating online. Operates a similar model of fresh seafood retail and wholesale, though serving a much larger and geographically distinct market.

Emerging players

• Vital Choice Wild Seafood & Organics: Online direct-to-consumer sustainable seafood retailer shipping wild-caught and organic products nationwide. Comparable wild-caught/wild salmon positioning and e-commerce-led model targeting health-conscious consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/better-seafood-supply-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Better Seafood Supply Ltd.