Our Story
THE FAMILY DAD
Mike
With nearly 30 years of driving experience, including 6 as a taxi driver, Mike knows every road and shortcut in Singapore. He manages dozens of orders each day, deboning and packing with precision before loading up for deliveries. As the father of the family, he’s also a natural salesman with long-time regulars who appreciate his friendly service and ability to explain seafood choices with patience.
Mike is always brimming with ideas; from referral discounts to anniversary promotions, and is constantly thinking about how to improve the customer experience. Driving 4–8 hours daily, he plans delivery routes to be as efficient as possible, helping the business scale while keeping operations smooth.
THE HONEST MUM
Doris
As a third-generation stall-owner, Doris has carried our family business with dedication and care. Over the years, she noticed more customers asking for their fish to be filleted, especially young parents looking for boneless cuts for their children. Always attentive to her customers’ needs, she innovated by filleting, deboning, and individually packing a wide range of fish beyond just salmon. This became her specialty, and many families now return weekly for her fillets.
With decades of relationships built at the fishery port, Doris is able to source quality seafood at the best prices, a skill passed down from the earlier generations. She’s known for her honesty and personal touch: recommending the best fish for different cooking styles, telling customers when prices are high, and even advising them to return another day if quality isn’t up to her standards. Many regulars say what keeps them coming back is not just the seafood, but how Doris remembers their preferences like family.
THE SON WHO SAVED THE BUSINESS
Xavier
When COVID-19 struck and customers could no longer visit the market, Xavier stepped in with a new idea: seafood delivery. What started as a small plan to serve his cousins in the East turned into a full online store. In April 2020, he spent hours every day photographing seafood, learning web design, and setting up the website website, which launched in May 2020.
The journey wasn’t easy. At first, there were fewer than five orders a week. Xavier persistently promoted through Facebook groups like Pasar United, averaging 1-3 likes a post until he made a post referencing Jamus Lim's cockles of the heart, and later, reached out to Mothership asking for a feature, bringing the story of the family business to a wider audience. Soon, Channel U, The Smart Local, Shin Min Daily, MediaCorp, and even universities reached out, giving the business a national spotlight.
Today, while juggling his full-time work, Xavier continues to work as the web administrator & plans promotions all-year round.
THE HUSTLER SISTER
Krystal
When Xavier enlisted for his National Service, Krystal stepped in to manage the seafood stall’s backend; a challenge for someone more used to face-to-face sales. Her confidence, charisma, and outspoken style contrast with Xavier’s quiet focus, but customers love her energy and approachability.
Since taking over, she has improved operations by streamlining order preparation and printing organized packing lists for Doris. With better planning and route management, the business can now handle more orders than ever before. Customers often remark on her quick responses, efficient service, and lively personality that brings warmth to the stall.
Today, while juggling her full-time work, Krystal continues to be the backbone of our backend operations.