Jamie Oliver & Fish Tales are joining forces!

A Shared Mission

To make sustainable fish the norm. This isn't just about cooking; it’s about a Seafood Revolution. By combining Jamie’s passion for food education with Bart van Olphen’s expertise in ocean conservation, we’re showing the world that better choices for the planet are also the most delicious choices for your plate.

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"Bart is a dear friend and a fellow chef who shares my passion for protecting our wild food resources. It’s vital that we pass on the culture and biology of our oceans to the next generation." Jamie Oliver

Jamie Oliver x Fish Tales: Cooking for a Seafood Revolution

Jamie Oliver and Bart, Fish Tales cooking up a fish and pasta dish

Why Sustainable Fishing Matters for Our Future

Achieving a sustainable seafood system is critical to maintaining the delicate balance of our planet’s marine ecosystems. Currently, global fish stocks face unprecedented pressure from overfishing and destructive industrial practices, making the shift toward a Seafood Revolution a necessity rather than a choice. By prioritising ethical fishing methods and supporting fisheries that respect biological recovery periods, we can protect marine biodiversity and ensure the long-term viability of wild food resources.

Making conscious purchasing decisions today directly impacts the health of our oceans for future generations. Choosing traceable, sustainable fish supports the coastal communities that rely on the sea and guarantees that seafood remains a nutritious, available resource for years to come. Protecting our oceans is about more than conservation, it is about securing a resilient food system for now and tomorrow.

Tips for buying sustainable fish

Trust the Label: Look for the Fish Tales logo to guarantee ethical fishing and full traceability. Delicious fish for now and tomorrow. Knowledge is power. Ask your Fishmonger how your catch was sourced, selective methods like pole-and-line protect our marine biodiversity. Support the Source: Choose small-scale fishers working in harmony with nature to secure fish for future generations.