Fresh fish ready for the grill
Fulton Fish Market
It’s should hardly come as a surprise: direct to consumer (DTC) businesses are surging right now. At a time when being outside is a constant source of stress, Americans are finding comfort in e-commerce and mail-order services of all manner. They are particularly helpful when it comes to seafood. Just because you’re cooped up at home doesn’t mean you can’t enjoy fish that was freshly caught days ago. Fulton Fish Market proves the point. A name that’s been synonymous with the industry for 200 years is now becoming a force in the digital space.
“[We’ve] experiences 3x growth in the past three weeks, led by the New York-metro market, California, New Jersey, Florida, and Texas,” says Ryan Fiber, CEO of FultonFishMarket.com. “We are receiving orders from all lower 48 states, with concentrations in areas that have been told to stay at home. But the most interesting trend is that we’re seeing nearly half of our orders coming from new customers.”
Prior to the COVID-19 pandemic, typical e-shoppers of salmon, halibut or lobster were men, 55 years and older. Now interest has broadened among a new demographic—namely, millennials. Perhaps most attractive to the younger audience is the site’s extensive intel on sourcing. Order fresh salmon, for example, and you’ll know the species, where it was caught, how it was raised; taste, texture and nutritional information all beside the ‘add to cart’ button.
Unlike many other online seafood purveyors, Fulton promises a model that delivers from ‘dock to door’, eliminating various middlemen along the way. It also affords a multitude of options—much of which is especially difficult to find when you can’t make it to your local market. The site showcases the week’s freshest picks (which included clams and black sea bass at the beginning of April), and provides value bundles for those looking to stock up on one particular variety of fish.
“The first two weeks of March we saw a lot of volume going to bulk purchases of more traditional meals like salmon, halibut, scallops, shrimp and tuna,” adds Fiber. “That behavior has changed in the past two weeks as the reality of our quarantine has set in. Customer baskets have become more diverse and adventurous as our home chefs look for project meals to occupy their time and replicate their missing restaurant experiences. As an example, our East and West-coast Uni has become a top 10 item.”
What the world looks like post-pandemic is anyone’s guess. But Fiber points to trend data, collected over the past 3-5 years, to show that American’s were already more and more likely to cook from home. Today’s exceptional circumstances simply accelerated that change. “It’s our view that consumer buying behavior is going to permanently change now that people have experienced what is possible,” he adds. “We believe that there will be a permanent shift in people choosing to cook more at home. With our food system in chaos and an absolute tragedy unfolding in the restaurant industry, I can’t help but read people’s stories and hope that there is a silver lining to all the families cooking meals together at home.”
Throughout the COVID-19 lockdown, Fulton Fish Market has set up an open line to its seafood experts, who can provide cooking tips when emailed directly at email@example.com. The site provides free deliveries on orders over $200, as well as 15% off, when you use the code ‘STOCKUP’ during purchase.
But the service is provided only to the lower 48 states. Folks in Hawaii can get their poke-building ingredients delivered by Honolulu Fish. Alaskans will find chose from plenty of fresh offerings at Alaskan Seafood. Both services are also available to everyone in the mainland United States. And if you’re looking to get your smoked fish fix in time for Passover, Russ & Daughters—the iconic New York eatery—ships within days to all 50 states.
The fresh catch ready to be delivered
Fulton Fish Market Source