Fish & More

What Fish & More does

Fish & More, operated by Pacific Way Imports, Inc., is a California-incorporated, family-owned direct-to-consumer e-commerce seafood delivery service founded in 2020 and headquartered in Marina Del Rey. The company sources wild-caught seafood (fish, shellfish, caviar, and smoked products) directly from small, family-owned Alaska fisheries, markets it under the position 'The #1 Wild-caught Seafood Delivery Service,' and distributes it via a Shopify storefront at fishnmore.co.

Products are flash-frozen, vacuum-sealed, and shipped in eco-friendly insulated packaging with dry ice to preserve freshness during transit. The technology stack is conventional e-commerce rather than proprietary: a Shopify-hosted storefront, standard email/newsletter marketing, organic social on Facebook and Instagram, and third-party tracking pixels (Google, Meta, TikTok, Snap, Reddit, LinkedIn, Quora, Microsoft) for paid acquisition.

The company monetizes through one-time direct product sales at retail (per-pound and per-unit pricing, with most SKUs in the $5-$30/lb range and caviar items up to $269) and a wholesale channel requiring orders over $1,000 targeted at California restaurants, hotels, and caterers at materially lower per-pound rates. Fulfillment combines overnight nationwide doorstep delivery, same-day local delivery across Los Angeles, Riverside, and San Bernardino counties (before 7PM PST, $10 fee), phone-based ordering, and a daily local pickup option in Van Nuys. The customer base is primarily individual home-cooking consumers in California and across the United States, with a secondary B2B foodservice segment; the business operates with a 15-person team and has not raised external funding.

Name

Fish & More

Legal name

Pacific Way Imports, Inc.

Website

https://fishnmore.co

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Fish & More is a California-based, family-owned direct-to-consumer e-commerce seafood delivery service that sources wild-caught fish, shellfish, caviar, and smoked seafood from Alaska fisheries and ships flash-frozen products overnight nationwide and same-day across greater Los Angeles.

Ownership category

akta.pro rank

Product category

Online Seafood Retail

NAICS

Fish and Seafood Retailers (44525), 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), Smoked, Cured & Salted Seafood (Lox, Kippers, Bacalao) (AFANADAF), Sushi/Sashimi-Grade & Raw Ready-to-Serve Seafood (Including Poke) (AFANALAI)

Keywords

• Wild-caught seafood
• Seafood delivery
• Fresh frozen fish
• Premium caviar
• Online fish market

Headquarters

HQ city

Marina Del Rey

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales (Retail): The primary revenue stream is direct-to-consumer sales of wild-caught seafood products through the fishnmore.co e-commerce platform. Customers purchase individual products (fish, shellfish, caviar, smoked seafood) at listed retail prices. Orders are placed online or by phone, with shipping calculated at checkout.
2. Wholesale / Bulk Sales: Wholesale pricing is available on orders over $1,000, offering bulk quantities of frozen fish, smoked fish, shellfish, and caviar to restaurant and foodservice buyers at discounted per-pound rates.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Fish & More sells premium wild-caught seafood—including Pacific salmon, black cod, halibut, swordfish, Ahi tuna, mahi-mahi, king crab, snow crab, scallops, shrimp, smoked seafood, and luxury caviar (salmon roe and sturgeon varieties)—through its Shopify-powered e-commerce storefront and phone orders. The company supports nationwide overnight delivery and same-day local delivery across the Greater Los Angeles Area, with products vacuum-sealed and shipped flash-frozen in insulated packaging with dry ice. A separate wholesale program supplies restaurants, hotels, caterers, and foodservice operators with bulk seafood on orders over $1,000.

Product overview

Fish & More is a wild-caught seafood delivery service operating as a Shopify-based e-commerce platform. The company offers a curated portfolio of premium seafood products organized into four main categories: Premium Caviar (various sturgeon and salmon roe), Wild-Caught Fish (sockeye salmon, black cod, Pacific cod, halibut, swordfish, tuna, mahi-mahi), Crabs & Shellfish (king crab, snow crab, scallops, shrimp), and Smoked Seafood (smoked salmon, rockfish, mussels). The company provides two delivery service tiers: Overnight Nationwide Delivery for all products across the US, and Same-Day Local Delivery in the Greater Los Angeles Area (Los Angeles County, Riverside County, San Bernardino County). Additionally, they offer a Wholesale Seafood Program for business orders over $1000. All products are sustainably sourced from Alaskan and Pacific waters and delivered flash-frozen.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Caviar Luxury caviar line including wild chum salmon red caviar, king salmon red caviar, and sturgeon caviar varieties (Kaluga, Russian Osetra, Siberian, Sterlet, Sevruga). Sourced as wild-caught roe from Alaska and other pristine waters; sold by the jar or weight on the fishnmore.co storefront.
• Wild-Caught Fish Fresh-frozen wild-caught fish fillets and portions including sockeye salmon, black cod, Pacific cod, halibut, swordfish, Ahi tuna poke cubes, mahi-mahi, and silverside smelt, sourced from Alaskan and Pacific waters and shipped vacuum-sealed and flash-frozen.
• Crabs & Shellfish Premium shellfish line including Red King Crab legs, Snow Crab legs, Sea Scallops U-10, and raw shrimp, all wild-caught from Alaskan waters, sold by the pound or multi-pound pack on the storefront.
• Smoked Seafood Ready-to-eat smoked seafood including hardwood smoked Pacific salmon, hot smoked Alaskan Coho and King salmon, smoked rockfish, Pacific mackerel hardwood smoked, white halibut hardwood smoked, and smoked mussels.
• Overnight Nationwide Delivery Express overnight doorstep delivery service across the United States, with products arriving flash-frozen in insulated packaging with dry ice to preserve freshness, flavor, and nutrients. Tracking link is provided prior to delivery.
• Same-Day Local Delivery Same-day local delivery available in Los Angeles County, Riverside County, and San Bernardino County for orders placed before 7PM PST. Standard delivery fee is $10, with delivery inquiries handled via +1 (818) 856-5198.
• Wholesale Seafood Program B2B wholesale pricing for restaurants, hotels, caterers, and foodservice buyers on orders over $1,000, covering bulk fish, smoked fish, shellfish, and caviar at discounted per-pound rates. Inquiries handled via +1 (646) 255-0201 or [email protected].

Quantifiable outcome

• 100% satisfaction guarantee — refund, replace, or exchange any item that doesn't arrive in perfect condition
• +1 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 moves5 records

Expansion highlights5 records

Broad incumbents

• Thrive Market: Thrive Market is an online grocery subscription retailer selling a broad assortment of natural and organic products including frozen seafood. It is comparable to Fish & More on DTC e-commerce and nationwide frozen shipping, but operates as a broad incumbent across many categories rather than a seafood specialist.
• Seattle Fish Company: Seattle Fish Company is a large, established U.S. seafood distributor serving restaurants and retail with broad finfish, shellfish, and value-added offerings. It is comparable to Fish & More on the wholesale/foodservice channel but operates at significantly larger scale as a broad incumbent.

Direct peers

• Rastelli's: Rastelli's is a DTC premium meat and seafood retailer shipping frozen, restaurant-quality proteins nationwide with bundled/curated boxes. It competes for the same high-end home-cook customer with overlapping wild-caught and smoked seafood SKUs.
• Vital Choice Wild Seafood & Organics: Vital Choice is a direct-to-consumer wild-caught seafood (especially Alaskan salmon and shellfish) and organic foods retailer that ships nationwide. It competes head-to-head with Fish & More on wild Alaskan sourcing, frozen seafood assortment, and direct-to-home delivery via cold-chain shipping.
• Wild Alaskan Company: Wild Alaskan Company is a subscription-based DTC seafood company selling wild-caught Alaskan fish and shellfish direct to consumers nationwide. It overlaps directly with Fish & More on wild Alaskan sourcing, frozen home delivery, and DTC e-commerce as the primary channel.
• Lobster Anywhere: Lobster Anywhere is a DTC and B2B live/live-frozen seafood shipper (lobster, crab, shellfish) operating from the East Coast. It is comparable to Fish & More on the shellfish/crab leg category and nationwide overnight delivery, though it skews East Coast geographically.
• Fulton Fish Market: Fulton Fish Market operates an online storefront shipping fresh and frozen seafood nationwide from its historic NYC market, plus a wholesale/B2B program. It mirrors Fish & More's DTC-plus-wholesale model across a broader species catalog and a more established brand.

Emerging players

• Citarella Seafood Market: Citarella is an NYC-based specialty fish market with online ordering and nationwide shipping of fresh and frozen seafood, plus a wholesale program. It overlaps with Fish & More's premium positioning and DTC-plus-wholesale model, though its geographic density is concentrated in the Northeast.
• Cape Cod Shellfish & Seafood: Cape Cod Shellfish & Seafood is a regional New England fish market and online shipper focused on fresh and frozen finfish and shellfish. It is comparable to Fish & More on DTC frozen seafood and wholesale foodservice supply but with a regional (East Coast) sourcing footprint rather than Alaskan.

Others

• Alaska Seafood Marketing Institute: ASMI is the public–private marketing and sustainability authority for Alaska seafood, not a commercial peer. It is comparable to Fish & More only as an ecosystem enabler whose 'Alaska' sourcing story Fish & More leverages on its product pages.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/fishnmorestore
• LinkedInlinkedin.com/company/fishnmore

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 Fish & More