Fish Free February

What Fish Free February does

Fish Free February is a UK-registered marine conservation charity (Charity Number 1191886), founded in 2020 and operated by a part-time voluntary team of 4-6 people including two trustees (Simon Hilbourne, Rebecca Carter) and two staff members (Kayleigh Slowey, Molly Manwill). Its core product is an annual February pledge campaign that challenges consumers to eliminate seafood from their diet for the month, anchored on the framing that February is the shortest month and therefore the most achievable commitment window. The campaign is supported by a year-round content stack comprising fish-free recipes, sustainable seafood guides covering 18+ countries/regions, an educational Deep Dive Blog, and a Take Action Framework structured around four pillars: Replace, Reduce, Research, and Share.

The technology layer is a Squarespace-hosted website (fishfreefebruary.com) that functions as the campaign hub for pledges, donations, recipe access and resource downloads, supplemented by an interactive pledge map built on OpenStreetMap tiles and the Leaflet JavaScript library to display signatories globally (873 pledgers across 57 countries for the 2026 campaign against a 1,000-signatory target). Distribution is direct-to-consumer via the website, with community amplification through a #fishfreefebruary social media presence, an email newsletter, an ambassador programme featuring nine marine conservation professionals (including the CEO of the Manta Trust and OceansAsia's Operations Director), and a Young Ocean Ambassador Programme powered in partnership with 71blue Ocean Impact Accelerator for the 18-25 audience.

Fish Free February generates no commercial revenue and operates as a grassroots nonprofit. All income derives from voluntary donations, with no pricing tiers, subscription models, or product sales. The organisation explicitly positions itself as passion-driven rather than profit-driven, and there is no disclosed venture, private equity, or institutional investment backing in the input data.

Name

Fish Free February

Legal name

Fish Free February

Website

https://fishfreefebruary.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Fish Free February is a UK-registered marine conservation charity running an annual February pledge campaign to reduce seafood consumption, supported by year-round recipes, sustainable seafood guides, and youth ambassador programmes for consumers globally.

Ownership category

akta.pro rank

Product category

Marine Conservation Nonprofit

akta.pro primary industry

Marine & Freshwater Conservation (BPAGAGAE)

Keywords

• Marine conservation charity
• Ocean awareness campaigns
• Sustainable seafood education
• Pledge-based activism
• Nonprofit advocacy programs

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Donations: Fish Free February operates as a registered charity in England & Wales (Charity Number 1191886). Revenue is generated entirely through voluntary donations from supporters who believe in ocean conservation. The organization explicitly states it is a grassroots nonprofit driven by passion, not profit, with every campaign, educational content piece, and amplified voice made possible by supporter donations.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Fish Free February is a UK-registered marine conservation charity that runs an annual February campaign challenging individuals to eliminate seafood from their diets to raise awareness about overfishing and industrial fishing's impact on ocean ecosystems. The core offering is supported by fish-free recipes, regional sustainable seafood guides, an educational blog, an interactive pledge system, and ambassador programmes for both established marine conservationists and young adults aged 18-25.

Product overview

Fish Free February is a UK-registered marine conservation charity offering a campaign platform centered on its annual February challenge. The core product is the Fish Free February campaign, which invites individuals to eliminate seafood from their diet for the month. Supporting products include the Fish-Free Recipes collection of plant-based seafood alternatives, the Sustainable Seafood Guides database for regional responsible purchasing, the Deep Dive Blog for educational content, and the Pledge System for campaign participation tracking. The organization also operates two ambassador programs: the Ambassador Programme featuring marine conservation experts, and the Young Ocean Ambassador Programme (powered by partner 71blue) targeting youth engagement. The Take Action Framework provides a Replace-Reduce-Research-Share guidance structure for ongoing ocean advocacy.

Differentiator

Problem solved

Functional benefit

Products and services

• Fish Free February Campaign An annual marine conservation campaign challenging individuals to remove all seafood from their diet for February, raising awareness about overfishing and industrial fishing's impact on ocean ecosystems.
• Fish-Free Recipes A curated collection of plant-based seafood alternatives including Smoky Carrot 'Salmon' Bagels, Lemon Pasta with Chickpeas & Capers, Crabless Cakes, Banana Blossom Fish & Chips, Vegan Tuna Poke Bowl, and Miso Soup with Smoked Tofu, designed to help participants replace seafood during the campaign.
• Sustainable Seafood Guides Regional sustainable seafood guides for multiple countries including UK, USA, Australia, Canada, and European nations, advising which species to buy and which to avoid based on local fishing conditions.
• Ambassador Programme A network of marine conservation advocates including Greg Holder (Shark & Marine Conservationist), Gary Stokes (OceansAsia Operations Director), Dr. Guy Stevens (CEO & Co-Founder of Manta Trust), and others who promote the fish-free message through their platforms.
• Young Ocean Ambassador Programme A youth engagement initiative powered by 71blue Ocean Impact Accelerator, targeting university students and young professionals aged 18-25 to become ocean conservation leaders and voices for marine sustainability in their universities and communities.

Quantifiable outcome

• 873 people pledged for 2026 campaign from 57 countries
• +5 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• 71bluecoreStrategic or Co-development Partner71blue is an Ocean Impact Accelerator and strategic partner of Fish Free February. The partnership is described as a strong alliance where two charities have joined efforts to trigger systemic change. 71blue focuses on broad, long-term conservation by empowering local communities and global partners, while Fish Free February addresses the focused, urgent challenge of seafood consumption's impact on marine life. The partnership powers the Young Ocean Ambassador Programme. Fish Free February is 'Powered by 71blue, the Ocean Impact Accelerator.'

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Oceana: The largest international advocacy organization focused exclusively on ocean conservation. Oceana campaigns on fisheries policy, bycatch, and overfishing — directly overlapping Fish Free February's mission but at a policy/advocacy rather than consumer-pledge level.
• Surfrider Foundation: Grassroots nonprofit protecting oceans and beaches through community activism and education. Comparable grassroots nonprofit model with strong chapter/ambassador network, similar to Fish Free February's ambassador programme.
• Sea Shepherd Conservation Society: Marine conservation organization focused on marine wildlife protection and ending habitat destruction. Shares the mission of ocean protection but uses direct-action and enforcement rather than consumer behavior change.
• Plastic Free Foundation: Founded by the Plastic Free July movement, this organization uses a similar pledge-based, month-long campaign model to drive consumer behavior change. Fish Free February's February-format and pledge mechanics closely mirror this proven model.
• Blue Marine Foundation: UK-based marine conservation charity focused on ocean protection and sustainable fisheries. Compares directly to Fish Free February in geography (UK), mission (marine conservation), and approach (driving change in seafood consumption and fishery practices).
• Oceanic Preservation Society: Nonprofit creating films and campaigns (e.g., 'Racing Extinction') to raise awareness about ocean threats. Shares Fish Free February's content-driven, awareness-building approach to marine conservation.
• Monterey Bay Aquarium Seafood Watch: Program that provides sustainable seafood recommendations for consumers and businesses. Overlaps with Fish Free February's sustainable seafood guides and consumer-education approach, though Seafood Watch is US-based and offers an alternative (sustainable choices) rather than elimination.

Broad incumbents

• Marine Stewardship Council: Global organization setting standards for sustainable fishing and seafood traceability. The MSC occupies the established institutional space in seafood sustainability, complementing Fish Free February's consumer-facing awareness work.
• Greenpeace: Global environmental organization with significant ocean and fisheries campaign work. Greenpeace's overfishing and ocean protection campaigns overlap directly with Fish Free February's mission, though operating at vastly larger scale and broader environmental scope.
• Ocean Conservancy: Major US-based marine conservation advocacy organization working on sustainable fisheries, ocean acidification, and plastic pollution. Overlaps mission-wise but operates at policy level with significantly larger resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Fish_Free_Feb
• Facebookfacebook.com/fishfreefebruary
• LinkedInlinkedin.com/company/fish-free-february

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Fish Free February