Hybrid Fisherman: The New Standard in Sustainable Fish Products
The Challenge: ‘Supposedly Sustainable’ Is Not Good Enough
The Dutch love fish: kibbeling, salmon, and fish fries are top favorites. Retailers often offer MSC-certified cod, which looks sustainable on paper. But appearances are deceiving: this fish is caught in Iceland, shipped to the Netherlands, then mostly sent to China for processing due to lower labor costs, and finally returns to the Netherlands to be packaged.
A convoluted chain with a massive ecological footprint, while carrying a sustainability label. It is an unsustainable process with a supposedly sustainable stamp. NGOs such as Greenpeace and Wakker Dier have been warning about this deception for years. Sustainability must never be greenwashing.
Our Solution: Local, Hybrid & Double Sustainable
Hybrid Fisherman introduces a revolutionary hybrid fish product:
- 50% fish from local sources (residual streams of whiting, haddock, and salmon)
- 50% plant-based
- 100% sustainably produced in the Netherlands
We use fish that would otherwise be lost: bycatch and residual streams that are normally processed into animal feed, fishmeal, or discarded. Through innovative techniques, we upgrade the value of these raw materials into a full-fledged food product.
Facts about Residual Streams: Whiting & Haddock
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Each year, an estimated 50,000 tons of whiting and up to 100,000 tons of haddock are discarded in the North Sea – as bycatch or due to undersized fish. -
Discards represent 40–50% of the total catch, a structural issue that contributes to food waste and biodiversity loss.
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The total discard in the North Sea amounts to between 500,000 and 880,000 tons of fish annually, with whiting and haddock heavily represented.
(Sources: FAO, ResearchGate, IMARES Wageningen UR)
Hybrid Fisherman breaks this cycle and transforms rejected fish into a sustainable, high-quality product.
People, Planet & Profit: The 3 P’s
People
- 40% of our employees come from disadvantaged backgrounds and are given a safe, meaningful workplace.
- Craftsmanship from Spakenburg and Harderwijk forms our foundation. Fish knowledge passed down from father to son.
- Fair work, social impact, and transparency are central to us.
Planet
- Up to 70% lower CO₂ emissions compared to conventional fish chains through local processing.
- No overfishing, no additional fishing pressure – only residual streams and bycatch.
- No unnecessary transport: from sea to factory to retail, all within the Netherlands.
- Fully aligned with the UN 2030 Agenda SDGs
– SDG 12: Responsible Consumption & Production
– SDG 13: Climate Action
– SDG 14: Life Below Water
Profit
- A new growth category: hybrid fish products are more versatile than fully plant-based alternatives.
- Price competitive: on average 15–25% below regular fish prices.
- Consumers notice no difference in taste – but they do in sustainability.
- Plug & play scalability via our IFS-certified factory with MAP packaging technology.
The Market: A New Category
Hybrid fish products are more than just an alternative – they represent a new, distinctive category on the shelf. They appeal to a broader audience than vegan alone: flexitarians, eco-conscious shoppers, and traditional fish lovers.
This is the moment for retailers to choose scalable sustainability with direct impact.
An Invitation to Retail
Choose impact. Choose flavor. Choose truly sustainable.
With Vegan Fisherman you offer:
- Honest fish, locally produced
- A transparent chain without greenwashing
- A proven production partner with B2B experience in the Benelux
- A distinctive product with a future
Retailers who collaborate with us make a statement: sustainability without compromise – social, circular, and profitable.
Our Impact in Numbers
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CO₂ reduction: Up to 70% fewer emissions than conventional fish products
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Residual stream valorization: hundreds of thousands of kilos of whiting and haddock from discard streams get a second life
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Social impact: 4 out of 10 colleagues work with a disability — true inclusivity
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Market reach: We supply almost all major salad manufacturers in the Netherlands and Belgium weekly
Closing: The Future Is Now
We waste less, produce smarter, and make the circular food chain a reality. Our hybrid products are proof that taste, sustainability, and profit can perfectly go hand in hand.
“With every bite we lower our ecological footprint and build a fairer, healthier, and more sustainable food system – for people, the planet, and economic prosperity.”
