thebetterfish.com
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The Better Fish: Scaling a Sustainable Seafood Giant
How a Barramundi startup is disrupting the $150B fish market with tech and sustainability.
The global seafood supply chain is notoriously opaque and unsustainable, yet one company is quietly reeling in a $32M revenue stream by selling a single, perfect white fish. The Better Fish isn't just selling Barramundi; they are selling a scalable solution to the ocean's collapse.
"They aren't just farming fish; they are engineering a new food system where 'sustainable' is the baseline, not the premium."
The Niche is the Market
While competitors fight over the crowded salmon and tuna categories, Australis Aquaculture (the parent company) pivoted to Barramundi—an Australian native fish that is high in Omega-3s but low in calories. With 27,630 monthly searches for 'barramundi' alone, they have effectively monopolized the search intent for this specific species, creating a defensible moat around their brand.
The Traffic Paradox
The data reveals a fascinating acquisition strategy. With 46% direct traffic, a massive portion of their audience isn't discovering them via SEO or ads—they are returning customers or brand-loyalists typing the URL directly. This signals high customer retention and a product that earns repeat purchases, a rarity in the CPG food space.
- **Vertical Integration:** They control the supply chain from ocean to plate, ensuring quality control that wild-catch competitors cannot match.
- **Chef-First Strategy:** By positioning Barramundi as a 'flexible favorite for chefs,' they bypass the commoditized grocery aisle and command premium pricing.
- **Tech Stack Efficiency:** The site utilizes modern frameworks like Tailwind CSS and Lazy Loading, ensuring a fast, mobile-optimized experience that converts.
The leadership team, led by CEO Josh Goldman, has executed a classic Blue Ocean strategy. By educating the market on a specific fish species, they've avoided the price wars plaguing the rest of the industry. The site's structure—featuring a dedicated blog and recipe hub—transforms a commodity purchase into a culinary lifestyle choice.
The Verdict: A Scalable Aquaculture Play
The Better Fish proves that in a fragmented market, owning a category beats competing in one.
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The Better Fish® Barramundi by Australis Aquaculture
Say Hello to Your New Favorite Fish: Barramundi. The Better Fish® Barramundi by Australis Aquaculture is an award-winning white fish that's high in omega-3's and half the calories of salmon. Pure and healthy, a flexible favorite for chefs and cooks around the world.
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About thebetterfish.com
Say Hello to Your New Favorite Fish: Barramundi. The Better Fish® Barramundi by Australis Aquaculture is an award-winning white fish that's high in omega-3's and half the calories of salmon. Pure and healthy, a flexible favorite for chefs and cooks around the world.
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thebetterfish.com uses 19 technologies across their website including Adobe Fonts, PHP, WordPress, and more.
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thebetterfish.com receives approximately 30.7K monthly visitors and ranks #1,045,336 globally. The website has a bounce rate of 46% with visitors viewing an average of 1.7 pages per visit. Users spend an average of 1:17 on the site.
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