20 May updates: 1) prices of salmon have been slightly lowered! hopefully they will continue going down 2) tiger prawns are back in supply! 3) we continue to have the best prices for whole fishes online, and it is thanks to continued support from you guys that we can get them at better prices than others! Thank you!

Our Story

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Having been passed down over three generations, Doris is the third-generation stall-owner of our family business. Years info running the business, she realised that there was an increase in the number of customers requesting for fillet cuts, seeking boneless fish for their babies and children at home. She innovated the style of filleting, deboning and individually packing fillets apart from salmon, and found great success. Over a few months, she found herself with dozens of new regulars, and so, she made fillets her specialty, the unique selling point of the business. Doris, having strong friendships with all her suppliers at the fishery port after working with them for over a decade & passed down from the previous generation owner, is able to get far better prices than hundreds of seafood sellers. This is another reason why wet markets are always able to have excellent prices; we know how to choose, we know what price is good, and we can get the good prices for our customers. She is very honest to her customers, often telling them which of her fish is not up to standard, sharing with them about what fish is good for different cooking methods. Her regulars often share with me (Xavier) that they love how she remembers what they like, how she picks it out for them without them having to ask, & how honest she is for telling them that prices are high on that day, they can return on another day instead, ete.


When COVID-19 hit the world, we found ourselves struggling to make ends meet. Many of our regulars stayed home and never showed themselves for weeks and months due to entry restrictions and out of fear of the virus. This is where Xavier brought up the idea of seafood delivery, thinking of his cousins who stayed in the East end of Singapore that wanted seafood for their babies. With the intention of bringing in a few more regulars a week, and to deliver some seafood to his cousins, he started the journey of our online seafood delivery. Over the course of April 2020, he spent hours a day taking pictures, learning about fish and most importantly, the steps to take to set-up a website. With that in mind, the website was finally launched in May 2020. With the online business combined with support from the government's Budget 2020, we were able to stay afloat. It was not doing well at first, we were barely getting 5 orders a week. Xavier took his promotions to Pasar United and found some success that brought us to our first 50-100 customers. Next, he reached out to Mothership with our story, which they found interesting, hence not only posting an article, but also filming an interview at our stall! This is where Channel U, The Smart Local, Shin Min, MediaCorp, various media sites, his school's alumni office, and many tertiary/university students reached out to him, pushing the business to new heights. Now in the army, he continues to help in his free time during the weekends, working on backend plans such as digital marketing.


With almost 30 years of driving experience, including 6 years of being a taxi driver, Mike knows the roads well. Without his expertise, we would have gotten lost so many more times if we relied on GPS only. As the dad of the family, he packs dozens of orders easily on his own, deboning and packing them neatly for our customers, and has the patience of a saint, fo be the main salesman for our business for years with MANY regulars who look for him because of his ability to convince, persuade & educate With many suggestions for marketing ideas and promotions to do, such as our referral discounts, anniversary promotion, he constantly churns out ideas and future plans, showing his passion and ambition Driving nearly 4-8 hours a day, he plans out our delivery routes fo be extremely efficient, allowing us to double our daily deliveries & online sales!


Juggling studies while helping out at her aunt's pork stall, just two units away from us, while working two other jobs from time to time, Krystal is what our generation would call a 'hustler'. This is why customers noticed a huge difference in response time compared to Xavier, who responded instantaneously. However, Krystal is an excellent salesperson that brought her aunt's sales up fo an all-time high since she opened a few years ago, due to her confidence and charisma that captivated lots of customers. She is the polar opposite of Xavier, being extremely outspoken, playful, and often shows her emotions outright, whereas Xavier is rather soft-spoken, doesn't show his emotions much, and is serious at work. This made Krystal's life much harder when she had to take over everything that Xavier did since April when he enlisted, as she is a hands-on person that is pushed into an administrative role. Since she took over in late September 2020, she has made preparing orders much more efficient, printing out lists for Doris to refer to easily, and planning routes perfectly, hence they are now able to prepare and deliver many more orders than they used to!



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