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Fred's adventurous spirit was ignited during summers spent in a wild, remote corner of Scotland as a kid. His "mad passion for fishing" led him to explore remote parts of the world and ultimately inspired him to dive into the seafood business. At just 26 years old, Fred founded New England Seafood International Limited (NESI) in 1991. In the short film above, he vividly recounts the early days of NESI, bringing those memories to life.
Fred seized an opportunity to diversify NESI's offerings by becoming one of the pioneering UK importers of fresh tuna directly from the shores of Sri Lanka. Little did he know that this
venture into tuna would prove instrumental in securing NESI's very first UK retail customer in 1995.
By the end of the '90s, our reach extended to the shores of Alaska, where we imported delicious and sustainable Wild Alaskan Salmon. We also ventured into the Mediterranean, where we started to build a successful supply chain for Sea Bass and Bream.
After experiencing rapid volume growth, we moved from our small Lydden Road processing facility in Wandsworth to a custom-designed chilled processing unit on the Cox Lane Industrial Estate in Chessington. This facility continues to serve as our operational hub.
We were honored to have Governor of Alaska, Frank Murkowski, and his wife Nancy fly to the UK to officially open our new home, reinforcing our deep connections with Alaska.
Driven by the increasing demand for our delicious and nutritious tuna, we embarked on a groundbreaking journey to transform our supply chain and reduce our carbon footprint. We pioneered the use of superfrozen tuna, aiming to revolutionise the industry. This innovative approach went beyond preserving tuna freshness; it aimed to redefine the entire industry landscape.
With the introduction of our patented defrost process, we revolutionised the way tuna was handled, eliminating the reliance on fragile and unpredictable air freight. This not only reduced carbon emissions but also guaranteed a consistent supply of high-quality tuna.
Recognising the opportunity to introduce our raw sashimi-grade tuna to sushi enthusiasts, we partnered with our long-time friends at 'Fish is Life' in Paris to launch 'joii sushi.' This joint venture food service enterprise is dedicated to catering to the discerning raw ready-to-eat markets in the UK and Northern Europe.
As our accomplishments bore fruit, we once again outgrew our capacity. Seizing the opportunity to expand, we acquired Albert Darnell Ltd. in Grimsby, gaining access to its spacious 37,000 sq ft facility on the Europarc Industrial Estate.
We felt honored to be warmly welcomed into the Grimsby community, renowned for its rich culture and profound passion for fishing and seafood processing.
To inspire everyone to enjoy delicious fish dishes at home, every week we introduced our "Leap" brand, celebrating sustainable wild-caught fish as nature's bounty - lean, nutritious and free swimming. This commitment to quality and sustainability was followed in 2020 by the launch of "Fish Said Fed"
We continued to lead in driving various sustainability initiatives, collaborating closely with our suppliers to propel industries and agendas forward. This commitment to change led to our partnership with Mediterranean suppliers to pioneer and finance the first-ever "Humane electrically stunned Sea Bass."
At the close of 2020, NESI underwent a significant transition as we were acquired by Sealaska, a for-profit Alaska Native Corporation. Established in 1972 under the Alaska Native Claims Settlement Act, Sealaska is owned by 26,000 Tlingit, Haida, and Tsimshian shareholders, whose ancestral ties to Southeast Alaska span over 10,000 years.
With a mission focused on safeguarding the oceans, forests, and communities of southeast Alaska, Sealaska directs its profits towards enhancing the well-being of these communities and fostering a sustainable future.
In 2021, Sealaska established a single company, Woocheen, to consolidate its various enterprises under a common vision to "restore wilderness, health, and balance to our planet's oceans and ecosystems by 2050 through sustainable seafood and geosciences."
In 2022 we cemented our long-term supplier relationships in Iceland by investing in both Icemar and AG Seafoods. These acquisitions enhance our access to, and knowledge of, primary markets for several of our species, including cod and haddock. Our collaborations with IceMar, AG Seafood, and Normarine in Norway have ensured that we access the highest quality sustainable fish at competitive market prices.
Gunnar Örlygsson - Icemar - CEO
Bjorn Fladmark - Normarine- CEO
Our teams worked tirelessly to accomplish NESI's largest-ever business transformation, which encompassed securing more market share in Cod & Haddock, doubling the size of our manufacturing footprint in Grimsby, and creating new careers for 140 colleagues.
We were honored to be voted MSC retail supplier of the year for the third time and received the ASC retail supplier of the year award. These awards acknowledged our sustained leadership and commitment. Receiving them at Fishmongers Hall, during the year that our founder Fred Stroyan served as Prime Warden of the company, was particularly meaningful.
Leap launched its most extensive marketing campaign yet, aiming to showcase the enjoyment of eating wild fish every day. The campaign featured our first TV commercial, aired across Sky Channels, YouTube, and social media, and a prominent outdoor advertisement outside Waterloo Station. Partnering with Great British Chef, we collaborated with talented chefs from BBC's Great British Menu, such as Luke French and Michael Bremner.
by sourcing and converting fish sustainably and responsibly and by taking meaningful steps to reduce our environmental impact.
that our business touches, from those who catch or farm our fish through to those who eat it, including the communities in which we and our suppliers are based.
and we create equal opportunities for those with whom we work to flourish and grow.
we provide delicious healthy Seafood that is good for both body and mind.
We work closely with our customers to remove peoples' barriers to enjoying more fish. Our category vision is the backbone of our approach that lays the foundations for the fish category to thrive.
We’re a passionate group that ensures our products are sourced responsibly and sustainably, meaning we can minimise our impact on our oceans and environment. We are committed to developing the most efficient and innovative operation in our industry, whilst providing growth and development opportunities for our rising talent.
Led by its globally respected Planet and People team we continue to champion and lead on the ambitious sustainability, social and environmental goals.
We have a leadership team with enviable experience in the seafood industry. We strive to build the business from within by giving equal opportunities to talented and ambitious colleagues. Our success to date has only been possible thanks to the passion and drive of all our accomplished colleagues.
Harry began his journey with NESI in 2014 as a graduate recruit, showcasing dedication and passion from the start. Through progression within central finance functions, he shifted to commercial finance in 2019. Recognised for invaluable contributions, he was promoted to Head of Commercial Finance in mid-2022, highlighting his pivotal role in advancing the team. Today, Harry serves as Finance Director, leveraging disciplined yet collaborative strategies to drive profitability and support strategic investments.