Rockfish launches virtual fishmonger and seafood counter

The service allows customers to choose fish and seafood from a digital, on-screen fish counter linked to the Rockfish Online Seafood Market.

The fishmonger kiosk features hand-illustrated walls and bespoke signage with built-in screens showcasing the step-by-step journey of the produce from sea to counter. The counters are staffed by colleagues able to provide insight and guidance on the latest catch.

The Rockfish counter will also offer a selection of frozen fresh fish, including dover sole, turbot, lemon sole and hake, all blast frozen on the quayside as soon as it lands.

Rockfish’s line of tinned seafood made using British catch as well as smoked fish, selected wines, house-made sauces and butters along with fresh herbs and spices will also be available to purchase, providing everything you need to create a brilliant seafood experience at home.

Customers ordering before 1pm Monday to Thursday or before 12pm Friday will receive next day delivery.  

The collaboration seeks to change the way people buy seafood in Britain, by offering a more sustainable and fresher way of buying fish.

“Our aim is to share a sustainable way of enjoying world class seafood," says Rockfish founder and CEO Mitch Tonks.

"Historically, there’s a lot of waste in the industry and challenges around fresh delivery. Our zero-waste supply chain and digital market shares the very best of that day’s catch that will be delivered to your doorstep wherever you are cooking.”

Rockfish is based on the quayside in Brixham, where it selects the best of the day’s catch from the fleet and its own boat Rockfisher. The seafood is uploaded to the digital market throughout the day.

"We wanted to find more sustainable way of retailing fish that suited a motorway services with a focus on proper food," says Sarah Dunning, chair of Westmorland Family.

"We have such a wealth of British seafood to enjoy, but we want people to enjoy it at the peak of quality and freshness.

"The Rockfish partnership offers the opportunity and inspiration to order and enjoy fresh seafood delivered to their end destination.”

Back in early 2022 Rockfish launched a seafood delivery business in a bid to change the way people buy, cook and eat fish. Called Rockfish Seafood at Home​​ it gives customers direct access to Brixham Market where they can see up-to-the-minute information on the catch as it is being landed throughout the morning and purchase seafood direct from the boats for delivery straight to their door the following day.