With the fishing industry lacking the leadership to aspire for anything greater than ‘sustainability’, Pesky was founded by Ben in 2018 to actively regenerate fish stocks and the marine environment. Growing to become the largest consumer fish market in the UK, Pesky’s fleet has soared to over 100 boats thanks to its partnership with the magnificent Whitfish in South Wales.While incredibly lucky to have tens of thousands of loyal buyers sourcing from their market, Pesky hit a road block in their daily fish market, given consumer’s constant demand for fish with a fleet that is only able to get out fishing 150 days of the year. Therefore, to continue on its path towards a regenerative fishing industry, Pesky and Whitfish have pioneered a blast freezing process that enables them to source fish at its best quality, when its naturally abundant and season and when it’s at its most accessible price. By doing so, Pesky has moved from its quick fire daily market to having a rich supply to sell on Herd - making regenerative seafood more accessible and affordable than ever.