After years of cooking together, talking about food and discussing how the food system could, and should, change for the better, Bart texted Jamie Oliver one simple question:
Are you in?
Jamie’s answer came instantly.
“Absolutely.”
Safe to say, we’re incredibly excited about it.
Because Jamie Oliver isn’t just someone who writes recipes. For decades, he’s been fighting for better food, a fairer food system and a future where quality and respect for nature go hand in hand. That’s exactly why this collaboration feels so natural.
Today, Jamie Oliver and Fish Tales officially join forces to make sustainably sourced seafood the new standard around the world.
Why this matters
Our oceans are under pressure. More than 90% of global fish stocks are either fully fished or overfished. That may sound like a distant problem, but in reality it’s incredibly close to home. It’s about something very simple: will future generations still be able to enjoy the most delicious seafood?
We believe the answer can still be yes, but only if we stop treating the ocean like an endless resource.
Since day one, Fish Tales has travelled the world searching for fisheries that prove there’s a better way to fish. Fisheries that work in harmony with nature, respect the ocean and understand that protecting fish populations today means there’s still seafood tomorrow.
From pole-and-line caught tuna in Indonesia to sardines from Cornwall and wild salmon from Alaska, every product has a story. Not just about fish, but about people. Fishing communities. Families. Craftsmanship. Pride.
And together with Jamie, we want to bring those stories to an even bigger audience.
For big challenges, you need good friends
This partnership is about far more than recipes or videos. It’s about inspiring people to make better choices and showing that the seafood industry can change course.
Jamie put it perfectly:
“If we want better food on our plates, we also need to protect the biodiversity of the places it comes from.”
That’s exactly what we believe too.
Seafood is one of the last truly wild food sources we have left. And wild doesn’t mean endless. If we want future generations to keep enjoying seafood, we need to make different choices today.
The Seafood Revolution
Over the coming years, Jamie and Bart will work together to tell the stories behind sustainable fisheries: Instore, PR activations and social content. And it all starts on 8 June, World Ocean Day, with the launch of our brand-new online series: The Seafood Revolution.
In the series, Jamie and Bart travel along the English coast, cook together and dive into the world behind sustainable seafood. Through personal anekdotes, fishermens stories and, of course, seriously delicious food.
Because at the end of the day, real change starts at the table. With a quick sardine pasta. A fresh fennel and tuna salad. Or simply a great tin of sardines on toasted bread.
Throughout the series, they explore questions many people have:
- How do you know if seafood is truly sustainable?
- Why is seafood origin often unclear?
- What do labels and certifications actually mean?
- And most importantly: what can we all do differently?
Together, we’re building something much bigger
For us, this partnership feels like a huge step forward. Not just for Fish Tales, but for everyone who believes the seafood industry can, and must, do better.
We started Fish Tales with one mission: making sure people can keep enjoying the most delicious seafood, today and tomorrow. Having Jamie support that mission feels exciting, motivating and honestly… pretty surreal.
Because the more people who join, the bigger the impact we can make together.
And with Jamie on board, we’re ready for what’s next. A Seafood Revolution!