Late last year, PureFish, a sustainable seafood company, launched its direct-to-consumer business; it has grown its subscriber count in triple digits month-over-month since, according to Founder Shahin Mobine.
This month, the $5 million brand is available for purchase in almost a dozen San Diego’s stores. Now sold in 10 doors locally, PureFish has a presence in Blue Box Butcher, Specialty Produce Market, Jimbo’s Naturally Markets and Frazier Farms Markets. It also retails at the North Park Farmers’ Market on Thursdays.
Oven-Ready Trays
“We knew this would be a perfect product for retail but wanted to offer it to customers first through our subscription boxes,” said Mobine. “Because of the innovation of our company, with our oven ready trays, we approached retailers and gave them a sneak peak. We wanted to first offer our boxes but quickly realized there are lots of people out there that maybe perhaps weren’t ready to commit to a bulk purchase. We decided to start with retailers, like Jimbo’s, that we’ve had a long relationship with.”
The service will allow customers to purchase a la carte trays with two six ounce portions, he said. These will be offered fresh in the seafood section in a grab-and-go convenience. The goal is that consumers can purchase a tray, season the content, pop the oven-safe tray in the oven and have a full meal in 15 minutes, said Mobine.
PureFish offers 12 varieties of two six ounce portions. via its subscription program, it has six box options, said Mobine, with the latest two additions being a custom box and a petite box. Each box includes eight trays minus the petite box, he said, which has four trays.
“The petite box is great for singles and people that want to have a quicker rotation,” said Mobine, adding that the company also launched the seasonal grill box during the summer. This included salmon, hot dogs and kobe burgers that were easy to brill using the trays, he said.
Hand-Blend Natural Spice
In addition, PureFish recently implemented its hand-blended natural spice program, according to Mobine, which he hopes will further simplify the process for users to have a complete meal.
“This takes the level of ease to new levels,” he said. “People can use the seasoning if they are in a hurry or want to try a different flavor profile. This is a great, easy option for at home and also at work.”
PureFish
FOUNDED: 2002
PRESIDENT: Shahin Mobine
HEADQUARTERS: Bankers Hill
BUSINESS: DTC sustainable seafood company
REVENUE: Over $5M
LOCAL EMPLOYEES: Eight
WEBSITE: www.purefish.com
NOTABLE: Company tagline is ‘never settle for the best, we are always chasing better.’
CONTACT: mobine@purefish.com