FASFA (Frozen at Sea Fillets Association)

What FASFA (Frozen at Sea Fillets Association) does

FASFA (Frozen at Sea Fillets Association) is a UK-incorporated not-for-profit trade organisation formed in 2000 to represent international fishing companies, fishing vessels, and distributors of Frozen At Sea (FAS) filleted cod and haddock sourced from Norway, Iceland, the Faroe Islands, Greenland, and the UK. Its membership spans upstream catching operators (Leinebris, Ramoen, Thorfish, Rammi, Nor-Seafoods, Gadus/JFK, Granit, Kirkella) and downstream UK importers, processors, and distributors (UK Fisheries, Camseng, Golden Glen, Smales, Fastnet Fish, Icefresh, Colbeck's, Unique Seafood, Collins Seafood, Friars Pride), giving the consortium end-to-end coverage of the UK FAS fillet supply chain.

The organisation's core mission is category stewardship: it works with industry partners, stakeholders, and media to promote the environmental, quality, and health benefits of FAS fillets, and it underwrites the science-based sustainability narrative that anchors 98% UK fish-and-chip-shop penetration for FAS cod and haddock. Member vessels process and freeze catch within four hours and are deploying climate-smart hybrid propulsion, power regeneration, heat redistribution, and selective gear technology; downstream, association activity focuses on the National Fish & Chip Awards, study tours to Norway and Iceland, school engagement (Fish from the Chippy), and educational content across YouTube, social, and email channels.

FASFA operates as a membership-funded trade body, generating revenue through membership fees from fishing companies, vessels, and distributors, supplemented by collaborative marketing with partners such as the Norwegian Seafood Council and Seafood from Iceland. It has roughly ten personnel (an Executive Director plus five non-executive directors), is led by Executive Director Julie Waites (appointed September 2021, succeeding Malcolm Large), and is headquartered in East Yorkshire with a North Yorkshire contact office. The organisation is not a product company, does not sell directly to consumers, and has no disclosed financials, patents, or technology products.

Name

FASFA (Frozen at Sea Fillets Association)

Legal name

Frozen at Sea Fillets Association (FASFA)

Website

https://fasfa.co.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

FASFA is a UK not-for-profit trade association founded in 2000 representing international fishing companies, vessels, and distributors of Frozen At Sea cod and haddock fillets, serving the UK fish and chip shop trade and broader seafood industry.

Ownership category

akta.pro rank

Product category

Seafood Trade Association

NAICS

Finfish Fishing (114111), Seafood Product Preparation and Packaging (31171), Fishing (1141)

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092), Fishing, Hunting And Trapping (900)

akta.pro primary industry

Oceans, Coastal & Marine Resource Management (BPADALAI)

Keywords

• Fish trade association
• Frozen at sea
• Seafood industry
• Fishing companies
• Sustainable fishing

Headquarters

HQ city

East Yorkshire

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Membership fees: FASFA operates as a trade organization representing international fishing companies, fishing vessels, and distributors. Revenue is generated through membership fees from fishing companies, vessels, and distributors of frozen at sea filleted cod and haddock.
2. Industry collaboration and sponsorship: Collaborative initiatives with industry partners including Norwegian Seafood Council, Seafood from Iceland, and National Federation of Fish Friers for joint marketing and promotion activities.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

FASFA is a UK-based nonprofit trade association formed in 2000 that represents international fishing companies, fishing vessels, and distributors of Frozen At Sea (FAS) filleted cod and haddock sustainably sourced from Norway, Iceland, Faroe Islands, Greenland, and the UK. It works with industry partners, stakeholders, and the media to promote the environmental, quality, and health benefits of FAS fillets, which are caught, processed, and frozen at sea within four hours of being caught, and advocates for sustainable fishing practices in the North Atlantic and Barents Sea.

Product overview

FASFA (Frozen at Sea Fillets Association) is a trade organization, not a product company. It does not offer software products, platforms, or modules. The organization's purpose is to represent international fishing companies, fishing vessels, and distributors of Frozen At Sea (FAS) filleted cod and haddock sustainably sourced from Norway, Iceland, Faroe Islands, Greenland, and the UK. FASFA works to promote the key environmental, quality, and health benefits of FAS fillets, support the UK's fish and chip industry with sustainable supply, and advocate for responsible fishing practices in the North Atlantic and Barents Sea.

Differentiator

Problem solved

Functional benefit

Products and services

• FASFA Trade Association Membership Annual membership of the Frozen at Sea Fillets Association for international fishing companies, fishing vessels, and UK distributors of FAS cod and haddock, providing industry representation, collective influence across all UK distribution channels, access to industry news, and inclusion in promotional and educational initiatives.

Quantifiable outcome

• 98% of UK fish and chip shops now use FAS cod and haddock fillets
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Fishmongers' CompanyminorStrategic or Co-development Partner · 1 January 2023Partnership through the 'Fish from the Chippy' initiative connecting local schools and fish and chip shops together to give pupils the chance to prepare, cook and eat fish.
• Food Teachers Centre (Fish in Schools Hero Programme)minorStrategic or Co-development Partner · 1 January 2023Partnership through 'Fish from the Chippy' initiative to ensure every child gets a chance to prepare, cook and eat fish before leaving school and to train teachers to be confident in preparing and cooking fish with students.
• Fastnet Fish LtdminorImplementation/ SI/ Consulting Partner · 1 January 2023FASFA member that donates fish for the Fish from the Chippy educational initiative, delivering fish using their UK-wide transport network to reach as many schools as possible.
• FiskerbatminorGTM or Marketing Partner · 1 January 2022Co-organizer of the Norwegian Frozen at Sea Conference in Ålesund, Norway. FASFA was invited to speak at this event about 'Frozen at Sea, and its position in the UK'.
• Responsible Plastic Management SchememinorStrategic or Co-development Partner · 1 January 2020FASFA is a support partner of the Responsible Plastic Management Scheme, demonstrating commitment to playing a part in securing a healthy, sustainable future for oceans.
• Norwegian Seafood CouncilcoreStrategic or Co-development PartnerFASFA works closely with the Norwegian Seafood Council on UK activity and promotions. The Norwegian Seafood Council is a headline sponsor of the National Fish & Chip Awards and organizes educational study trips to Norway for award winners showcasing responsible fishing practices.
• Seafood from IcelandcoreStrategic or Co-development PartnerFASFA collaborates with Seafood from Iceland on UK promotions and educational initiatives. Seafood from Iceland sponsors the Restaurant of the Year category at National Fish & Chip Awards and hosts study trips to Iceland for winners.
• National Federation of Fish Friers (NFFF)coreGTM or Marketing PartnerFASFA holds associate membership with the National Federation of Fish Friers (NFFF), the organizer of the National Fish & Chip Awards. FASFA actively assists with the awards process including judging rounds and promotes the event to members.
• NordeaminorGTM or Marketing PartnerCo-organizer of the Norwegian Frozen at Sea Conference in Ålesund alongside Fiskerbat and Norwegian Seafood Council.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Norwegian Seafood Council: Norway's national seafood marketing body, a headline sponsor of the National Fish & Chip Awards and a core strategic partner of FASFA. Comparable peer in promoting Norwegian seafood, with broader geographic and species scope than FASFA.
• Seafish: Statutory UK non-departmental public body supporting the whole seafood industry, from catch to consumption. Comparable as a UK seafood industry body that FASFA's Executive Director previously worked at, with broader scope than FASFA's FAS-specific focus.
• Marine Stewardship Council (MSC): Global sustainability certification body whose MSC eco-label is carried by FASFA member fisheries. Comparable as a standards and certification organization that fundamentally shapes the sustainability narrative FASFA relies on.

Direct peers

• National Federation of Fish Friers (NFFF): UK trade association for fish and chip shop owners, organizer of the National Fish & Chip Awards. FASFA holds associate membership with NFFF and participates in joint judging and promotion, making it the closest direct peer in mission and audience.

Others

• Association of Seafood Producers (ASP): Trade association representing Atlantic Canadian seafood producers. Comparable as a regional fisheries trade association whose membership profile of fishing companies and processors mirrors FASFA's international member base.

Regional players

• National Fisheries Institute (NFI): US trade association representing the seafood industry, including fishing and processing companies. Comparable as a national-level seafood industry trade association focused on promotion and advocacy, though serving a different geographic market.
• Seafood from Iceland: Iceland's national seafood marketing organization, co-marketing partner with FASFA in the UK and sponsor of the Fish & Chip Restaurant of the Year category. Comparable as a national seafood promotion body serving overlapping member companies.
• Norwegian Fishing Vessel Owners Association (Fiskebåt): Norwegian industry association for the fishing fleet, including FASFA member vessels like Leinebris. Comparable as a national trade body representing FAS-segment vessel owners operating in the same North Atlantic waters.
• Seafood Industry Australia (SIA): Australian national seafood industry peak body. Comparable as a national apex trade association whose structure and advocacy model parallels FASFA's role in the UK, despite serving a different geographic market.

Emerging players

• Sustainable Fisheries Partnership (SFP): Non-profit working to rebuild global fisheries through supply chain engagement. Comparable as an NGO-style organization active in North Atlantic fisheries sustainability, with which FASFA's member vessels increasingly interact on ESG standards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCFiJOPCBZqiFU3WRrOhPhhw
• Facebookfacebook.com/frozenatseafilletsassociation
• LinkedInlinkedin.com/company/fasfa-frozen-at-sea-fillet-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about FASFA (Frozen at Sea Fillets Association)