Trust, key to a modern brand, is built via meta tagging, allowing you to see where the fish came from, when it was caught and by what method. Traceable small batch fishing is our way to ensure a great product with real transparency, far from the sector norm of skipping on the details.
Any brand that’s worth it’s salt minimises or avoids using plastic, and 32 Below is no exception. With packaging made from recycled and biodegradable materials and with a long term view to take out as much ocean plastic as we do fish by 2024, we can have an actual measurable positive impact on our coasts.
The pack hangs in the fixture (with a fish shaped hook, obviously), a far cry from the mass of cardboard boxes that fill the freezer cabinets. Whilst frozen fish traditionally sits at the back of the store, neglected and squeezed between deep pan pizzas and a million peas, the 32 Below freezer will sit front and centre in the ‘fresh’ aisle. Not only does this give the consumer an immediate and superior alternative, it gives us a platform to promote our seasonality and sustainability.