LegaSea New Zealand

What LegaSea New Zealand does

LegaSea New Zealand is a non-profit marine conservation and advocacy organisation established in 2012 by the New Zealand Sport Fishing Council (NZSFC), operating from Auckland with a regional chapter in Hawke's Bay and a 12-person staff. Its mission is to restore the abundance, biodiversity and health of New Zealand's coastal fisheries on behalf of recreational and customary fishers. Core programmes include the Kai Ika Project (founded 2016, diverting nearly 600,000 kilos of fish parts from landfill to community food distribution since inception), FishCare (an educational initiative launched in 2017 to reduce collective environmental impact), and Rescue Fish (a holistic policy framework launched in May 2020 as an alternative to the Quota Management System for rebuilding depleted fish stocks).

The organisation generates revenue through a diversified mix: the LegaSea Legends monthly membership programme starting at NZD 20 per month, the LegaSea Works Partner corporate sponsorship programme at NZD 500 per year, Platinum-tier corporate partnerships with brands such as ITM, Auckland City Toyota, Whitehaven Wines, Victory Knives, and Barkers (including co-branded licensed products like Kōparepare wine and the Barkers X LegaSea clothing range), individual donations, and merchandise sales through shop.legasea.co.nz and at events such as the Hutchwilco New Zealand Boat Show. Strategic priorities are pursued through grassroots campaigns (notably the successful Kill the Bill opposition to the Fisheries Amendment Bill, which drew 33,000+ submissions and was shelved in June 2026) and litigation-backed advocacy, building on the precedent set by the 2006–2009 Kahawai Legal Challenge that crowdsourced over NZD 1.2 million. The organisation has attended over 900 events and 368 research meetings since 2012 and is supported by a network of 55 NZSFC member clubs representing 37,000 affiliated fishers nationwide.

LegaSea's go-to-market is community-led rather than commercial: it relies on grassroots mobilisation, media coverage, event presence, and a multi-channel content strategy spanning website, Facebook, Instagram, YouTube, email newsletters, and earned media. Customer segments include recreational fishers, Māori/customary fishers (with partnerships supporting the Kahawai challenge via Te Runanga A Iwi O Ngāpuhi and Te Runanga o Ngāti Whātua), the environmentally concerned New Zealand public, and corporate partners including the newly-targeted construction industry vertical through the Building LegaSea initiative. Technology is limited to standard non-profit communications and e-commerce infrastructure; there is no proprietary platform or AI capability, with strategic differentiation stemming from advocacy expertise, regulatory relationships, and the institutional backing of NZSFC.

Name

LegaSea New Zealand

Legal name

LegaSea

Website

https://legasea.co.nz

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

LegaSea New Zealand is a non-profit marine conservation organisation established in 2012 that advocates for recreational and customary fishers, operates fish-waste redistribution and education programmes, and runs grassroots campaigns to reform New Zealand fisheries policy.

Ownership category

akta.pro rank

Product category

Marine Conservation Advocacy

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Marine & Freshwater Conservation (BPAGAGAE)

akta.pro secondary industries

Wildlife Conservation & Species Protection (BPAGAGAB), Coastal & Marine Resources Administration (Oceans, Fisheries, Shorelines) (BPAIAMAI)

Keywords

• Marine conservation advocacy
• Fisheries policy reform
• Recreational fishing rights
• Fish waste reduction
• Marine environmental education

Headquarters

HQ city

Hawke's Bay

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Membership: LegaSea receives financial support from individual donors through its 'LegaSea Legend' membership program starting at $20 per month, as well as general donations from the public.
2. Corporate Partnerships: The organization receives funding and material support from Platinum and Gold corporate partners including ITM, Toyota, Whitehaven wines, and others. The Works Partner program charges $500 per year for workplace sponsorships.
3. Merchandise Sales: LegaSea sells merchandise including apparel, lifejackets, and other branded items through its store and at events like the Hutchwilco New Zealand Boat Show.
4. Kai Ika Project Revenue: The Kai Ika Project generates revenue through a filleting service where recreational fishermen pay a small fee for their fish to be processed, helping cover distribution costs of fish to communities.

Pricing tiers

Distribution channels4 records

Marketing channels7 records

Core offering

LegaSea is a non-profit advocacy and marine conservation organization that campaigns for the restoration of New Zealand's coastal fisheries through policy advocacy, grassroots campaigns (notably opposing the Fisheries Amendment Bill), regulatory submissions, and community programmes. Its core delivery includes the Kai Ika Project (redistributing fish parts from landfill to communities since 2016), FishCare (educational programme launched 2017), and the Rescue Fish policy framework (launched 2020), supported by a monthly membership programme and corporate partnerships.

Product overview

LegaSea New Zealand is a non-profit organization established by the New Zealand Sport Fishing Council in 2012, focused on restoring coastal fisheries to abundance. The organization operates several interconnected programs: the Kai Ika Project (fish parts redistribution), FishCare (educational initiative), and Rescue Fish (policy framework). Additional revenue streams include membership programs (LegaSea Legends), corporate partnerships (Works Partners), and licensed merchandise including Kōparepare wine and Barkers clothing collaboration. The organization is not a technology platform but rather an advocacy and community engagement organization.

Differentiator

Problem solved

Functional benefit

Brands

• Kai Ika: Fish waste reduction project that repurposes fish heads, frames and offal for community consumption
• FishCare
• Rescue Fish
• LegaSea Legends

Products and services

• Kai Ika Project A non-profit initiative that collects previously unwanted fish heads, frames and offal from commercial fishing operations and redistributes them to communities. Since 2016 approximately 600,000 kilos of fish parts have been diverted from landfill and repurposed for consumption or organic use. Recreational fishermen pay a small fee for filleting/processing services.
• FishCare An educational initiative ('the school of best practice') to help reduce collective impact on the marine environment while maximizing the benefits of fishing effort and catch. Targeted at recreational fishers and the wider boating community in New Zealand.
• Rescue Fish A holistic policy framework aimed at remedying depleted fish stocks and addressing environmental damage. Encapsulates the organization's mission to deliver restored abundance and diversity, greater food security, jobs and economic well-being.
• Merchandise Store Online store at shop.legasea.co.nz selling branded merchandise including apparel, lifejackets, and accessories, with additional merchandise sales at events like the Hutchwilco New Zealand Boat Show.
• Kōparepare Wine (Licensed Product) Wine range developed by Platinum Partner Whitehaven Winery to support LegaSea. Whitehaven donates $2.50 per bottle sold through their website ($30 per case).
• Barkers X LegaSea Clothing Range (Licensed Merchandise) Clothing range developed by Barkers to support LegaSea, available through Barkers online store with proceeds benefiting the organization.

Quantifiable outcome

• Successfully stopped Fisheries Amendment Bill through 33,000+ public submissions
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• New Zealand Sport Fishing CouncilcoreStrategic or Co-development PartnerParent organization that established LegaSea in 2012. NZSFC has been serving recreational fishing interests since 1957 with 55 member clubs and 37,000 affiliated members. LegaSea operates as a wholly owned subsidiary focused on public awareness and fundraising.
• Whitehaven WinescoreGTM or Marketing PartnerPlatinum Partner who developed Kōparepare wine range supporting LegaSea. Donates $2.50 per bottle sold through their website ($30 per case).
• ITM DysartcoreGTM or Marketing PartnerPlatinum Partner supporting LegaSea through the Works Partner program.
• Auckland City ToyotacoreGTM or Marketing PartnerPlatinum Partner supporting LegaSea through corporate sponsorship.
• Victory KnivescoreGTM or Marketing PartnerPlatinum Partner supporting The Kai Ika Project specifically.
• BarkerscoreGTM or Marketing PartnerDeveloped Barkers X LegaSea clothing range, with proceeds supporting LegaSea.
• New Zealand Underwater AssociationcoreStrategic or Co-development PartnerSigned MoU in July 2020 to join forces with LegaSea and NZSFC in efforts to create abundance in coastal fisheries. Both groups seek overhaul of existing fisheries management policy.
• Deep Sea Conservation CoalitionminorStrategic or Co-development PartnerEnvironmental coalition working to ban bottom trawling on seamounts. LegaSea joined ECO, Forest and Bird, Greenpeace, and WWF-New Zealand in 2019 petition.
• Greenpeace New ZealandminorStrategic or Co-development PartnerEnvironmental organization collaborating on campaigns to stop destructive fishing practices including bottom trawling.
• Forest & BirdminorStrategic or Co-development PartnerEnvironmental organization partnered with LegaSea on seamount protection campaign.
• WWF-New ZealandminorStrategic or Co-development PartnerEnvironmental organization collaborating with LegaSea on marine conservation issues.
• Revive Our Gulf Mussel Reef Restoration TrustminorStrategic or Co-development PartnerTrust working to restore mussel reefs in the Hauraki Gulf. LegaSea shares booth space and collaborates on marine ecosystem restoration.
• Te Runanga A Iwi O NgāpuhicoreStrategic or Co-development PartnerSupported the Kahawai Legal Challenge because kahawai was a traditional food source for many whānau in the north.
• Te Runanga o Ngāti WhātuacoreStrategic or Co-development PartnerSupported the Kahawai Legal Challenge, partnering on legal action for recreational fishing rights.
• Papatūānuku Kōkiri MaraecoreStrategic or Co-development PartnerCommunity partner for Kai Ika Project fish distribution. Twice weekly distributions feed families at the marae in Auckland.

Scale indicators10 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Sustainable Coastlines: NZ nonprofit focused on coastal and marine health through education, volunteer events, and partnerships. Comparable size, donor-funded model, and marine conservation mission.
• Forest & Bird: New Zealand's largest independent conservation organization; LegaSea co-petitioned with Forest & Bird (and others) in 2019 on seamount protection, and both engage on marine policy, advocacy, and public submissions. Directly comparable mission and operating model.
• New Zealand Sport Fishing Council: Parent organization of LegaSea, serving 55 member clubs and 37,000 affiliated members since 1957; LegaSea is its public-facing and fundraising subsidiary. Direct overlap in recreational fishing policy advocacy.
• WWF-New Zealand: Global marine conservation organization active in NZ; LegaSea collaborates with WWF-NZ on seamount protection and broader marine issues. Comparable donor-funded environmental advocacy model.
• Revive Our Gulf Mussel Reef Restoration Trust: NZ trust working on Hauraki Gulf marine ecosystem restoration, particularly mussel reefs. Listed as a direct partner sharing booth space and collaborating with LegaSea on marine ecosystem restoration.
• Environmental Defence Society: NZ-based environmental advocacy organization focused on law, policy, and submissions across marine and freshwater issues. Operates with similar lean-team, advocacy-and-submissions approach to LegaSea.
• New Zealand Underwater Association: Signed an MoU with LegaSea and NZSFC in July 2020 to overhaul fisheries management policy. Direct partner organization advocating for marine conservation from a recreational diving/customary perspective.
• Greenpeace New Zealand: Campaigns on bottom trawling and destructive commercial fishing practices alongside LegaSea and other coalition partners. Comparable advocacy-driven nonprofit structure targeting NZ marine policy outcomes.

Broad incumbents

• Oceana: Global ocean conservation advocacy organization focused on fisheries policy reform and marine habitat protection. Operates at a much larger scale but engages on similar fisheries-management issues.
• Sea Shepherd Conservation Society: International marine conservation advocacy nonprofit with a much broader campaign footprint; overlaps with LegaSea on protecting marine ecosystems from destructive commercial fishing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/LegaSeaNZ
• Facebookfacebook.com/LegaSea
• Instagraminstagram.com/legaseanz
• LinkedInlinkedin.com/company/legasea-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 LegaSea New Zealand