What Waterdance Ltd does

Waterdance Ltd is a family-owned commercial fishing company operating from Devon and Cornwall in South West England. Founded around 1960 when the Carter family began fishing from a small five-metre boat in Ladram Bay, East Devon, the business has grown into a fleet of over 20 vessels comprising beam trawlers, offshore and static-gear netters, vivier crabbers and potters, and stern trawlers. Landings are made primarily at Brixham, with additional operations at Newlyn, Salcombe, and Exmouth, targeting premium species including Dover Sole, Plaice, Monkfish, Cuttlefish, Hake, Crab and Lobster. The company employs 120+ full-time fishermen supported by shore-based engineering, logistics, and administration teams, operating within the Greendale Group alongside sister company Greendale Farm Shop.

The business operates three core fishing methods (beam trawling, gill netting, and potting), with stern trawling added in 2024. Technical differentiation rests on the Sumwing low-impact beam trawl gear, which demonstrated 42% fuel savings in trials and reduces seabed contact, and on vivier crabber designs that keep shellfish catch healthy in circulated seawater. Vessels use electronic logbooks and submit landing declarations to the Marine Management Organisation to support full traceability. The company holds Marine Stewardship Council accreditation for hake caught in static nets at Newlyn and is pursuing MSC certification for three further fisheries.

Commercial distribution is anchored by auction sales through Brixham Fish Market (run by Brixham Trawler Agents), supplemented by direct retail via Greendale Farm Shop (online and physical store east of Exeter) and a wholesale seafood distribution arm, Waterdance Trading. Fleet modernisation is ongoing, with five new vessels commissioned between 2019 and 2025 from Parkol Marine Engineering, plus stern trawler capacity added in 2024. Strategic positioning emphasises sustainability, traceability, and modern vessel safety standards, with regulatory engagement through the Western Fish Producers' Organisation and Seafish.

Name

Waterdance Ltd

Legal name

Waterdance Limited

Website

https://waterdance.co.uk

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Waterdance Ltd is a family-owned UK commercial fishing company operating 20+ vessels from Devon and Cornwall ports, landing premium fresh seafood (Dover Sole, Hake, Crab, Lobster, Monkfish) for sale via Brixham Fish Market, its Waterdance Trading wholesale arm, and sister company Greendale Farm Shop.

Ownership category

akta.pro rank

Headquarters

HQ city

Woodbury Salterton

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fresh Seafood Sales: Waterdance operates a fleet of over 20 fishing vessels that land fresh, locally caught fish at South West ports. The company sells seafood through fish markets (primarily Brixham Fish Market), directly to Greendale Farm Shop (sister company), and through Waterdance Trading wholesale arm. Revenue is generated from the sale of premium fresh fish including Dover Sole, Plaice, Monkfish, Cuttlefish, Hake, Crab and Lobster.
2. Wholesale Seafood Distribution: Waterdance Trading serves as the company's wholesale seafood distribution arm, connecting seafood to market for the Greendale Group's fishing interests.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Waterdance is a family-owned commercial fishing company that catches and lands premium fresh seafood — Dover Sole, Plaice, Monkfish, Cuttlefish, Hake, Crab and Lobster — using a modern fleet of over 20 beam trawlers, netters, potters, crabbers and stern trawlers operating from the South West England ports of Brixham, Newlyn, Salcombe and Exmouth. Catch is sold at auction through Brixham Fish Market, distributed wholesale through the Waterdance Trading arm, and supplied direct-to-consumer via sister company Greendale Farm Shop.

Product overview

Waterdance Ltd is a family-owned commercial fishing company operating over 20 vessels from Devon and Cornwall ports (Brixham, Newlyn, Salcombe, Exmouth). The company operates three primary fishing methods: beam trawling, gill net static netting, and crab/lobster potting, with recent addition of stern trawler operations. Their product portfolio encompasses fresh seafood products (caught, landed, and sold through wholesale channels), with the core Waterdance fishing operation complemented by Waterdance Trading for wholesale distribution. The fleet includes named vessels like Amanda of Ladram (netter), Margaret of Ladram (beam trawler), Winter of Ladram (vivier crabber), and others, all landing at South West England ports with MSC certification for hake from Newlyn. The company operates as part of the Greendale Group.

Differentiator

Problem solved

Functional benefit

Brands

• Waterdance Trading: Wholesale seafood division of Waterdance, connecting seafood to market.

Products and services

• Fresh Seafood (Commercial Fishing) Premium fresh seafood — including Dover Sole, Plaice, Monkfish, Cuttlefish, Hake, Crab and Lobster — caught and landed at South West England ports (Brixham, Newlyn, Salcombe, Exmouth) by a fleet of 20+ beam trawlers, netters, potters and crabbers; sold at fish-market auction and through wholesale channels to merchants, processors, wholesalers and restaurants.
• Waterdance Trading Wholesale Seafood Distribution Wholesale seafood distribution operation connecting Waterdance's landed catch to market; serves fish merchants, processors, wholesalers and restaurants as a B2B distribution channel.

Quantifiable outcome

• 42% fuel consumption reduction with Sumwing beam trawl gear
• +3 more outcomes

Named customers3 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

14 partnerships are on record, tiered core and minor.

• Parkol Marine EngineeringcoreStrategic or Co-development Partner · 1 January 2019Whitby-based shipyard commissioned to build new fishing vessels for Waterdance fleet modernization programme. Built Nichola of Ladram (2019), Georgina of Ladram (2020), Amanda of Ladram (2021), Winter of Ladram (2022), and Ted of Ladram (under construction 2024-2025). Also performs regular maintenance and refits on existing vessels.
• Greendale Farm ShopcoreChannel Partner/ Reseller/ DistributorSister company within Greendale Group that sells fresh seafood landed by Waterdance vessels online and at farm shop located East of Exeter.
• Greendale GroupcoreStrategic or Co-development PartnerParent company of Waterdance. Family-owned group with fishing operations (Waterdance), farm shop, and other food businesses. Waterdance established in Ladram Bay as part of the Greendale Group.
• Marine Stewardship Council (MSC)coreStrategic or Co-development PartnerInternational fisheries sustainability accreditation body that has certified Waterdance hake as sustainable. Waterdance vessels achieved MSC accreditation for hake caught in static nets by fleet in Newlyn, Cornwall. Seeking MSC accreditation for 3 further fisheries.
• Western Fish Producers' Organisation (WFPO)coreStrategic or Co-development PartnerFishermen's co-operative organisation with Waterdance vessels as members. Represents vessels across England including 16 vessels from Waterdance fleet. Key aims include supporting innovative sustainability projects and pursuing MSC certification.
• SeafishminorImplementation/ SI/ Consulting PartnerUK government organisation providing advice and support to fishing industry. Waterdance works with Seafish on gear trials including Sumwing beam trawl technology research and data analysis.
• South Devon CollegeminorStrategic or Co-development PartnerEducational partner running 18-month Fishing Apprenticeship course. Waterdance offers places on the apprenticeship working with real fishing companies to gain experience and qualifications.
• Centre for Environment, Fisheries and Aquaculture Science (CEFAS)minorStrategic or Co-development PartnerUK government fisheries science agency. Waterdance vessels such as Barentszee and Govenek of Ladram involved in research collaboration including Spurdog by-catch avoidance programme and Project 50%.
• Seafarer's Hospital SocietyminorOthersCharity providing health and welfare support to UK-based seafarers. Donated 10 defibrillators to Waterdance vessels in February 2023 for crew safety.
• Brixham Trawler AgentscoreChannel Partner/ Reseller/ DistributorCompany that runs Brixham fish market, where most fish landed by Waterdance vessels is sold via auction.
• Western Maritime TrainingminorOthersTraining provider in Plymouth offering mandatory safety courses for deckhands including Sea Survival, Fire-fighting, Health and Safety and First Aid.
• Marine Management OrganisationminorOthersLead marine government regulatory body in England. Waterdance vessels hold MMO fishing licences and submit electronic logbooks and landing declarations to MMO.
• Fishing for LitterminorStrategic or Co-development PartnerAward-winning initiative to reduce marine litter. Waterdance vessels participate by collecting and disposing of rubbish gathered in nets during normal fishing activities.
• Damen Maaskant ShipyardminorStrategic or Co-development PartnerDutch shipyard that performed extensive refit on Sam of Ladram in 2024, including new gantry installation, full dry-docking, repaint and fishroom renovation.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Thai Union Group: Global seafood conglomerate with interests in fishing, aquaculture, and branded seafood products. Comparable as a broad incumbent in the seafood value chain with sustainability initiatives, though diversified across multiple species and geographies far beyond Waterdance's scope.
• Clearwater Seafoods: Global seafood company with vertically integrated harvesting and processing of shellfish and groundfish. Comparable as a broad incumbent operating in similar species categories (crab, lobster, groundfish) with sustainability certifications, though at much larger scale than Waterdance.

Direct peers

• New England Seafood International: UK-based seafood supplier serving retail and food service with both wild-caught and aquaculture species. Comparable as a UK-focused integrated seafood company working in similar species and channels to Waterdance.
• Lyons Seafoods: Family-owned UK seafood processor and distributor focused on shellfish and prepared seafood. Comparable to Waterdance in being a UK family-run seafood operation with retail and wholesale exposure, though more processing-focused.
• Findon Group: UK-based seafood processor and distributor supplying retail and food service markets. Comparable to Waterdance in operating within the UK seafood supply chain with wholesale and value-added processing exposure.
• Denholm Seafoods: Scotland-based integrated seafood company operating catching vessels and supplying UK and international markets. Comparable to Waterdance as a UK fleet operator with downstream processing and wholesale activities.
• W.L. Stevenson & Sons: Long-established UK commercial fishing and seafood company operating a large fleet of catching vessels, similar to Waterdance. Directly comparable as a multi-generational UK fishing business with vertical integration into wholesale distribution.

Emerging players

• The Saucy Fish Co. UK seafood brand offering prepared and value-added seafood products through retail. Comparable to Waterdance's direct-to-consumer ambitions through Greendale Farm Shop as a UK-focused seafood consumer brand with retail distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/waterdance-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Waterdance Ltd