The Pished Fish returns to its roots and remembers the importance of End Consumers
The thinking behind The Pished Fish is simple enough, namely shining a light on salmon’s more audacious and heroic inclinations by highlighting its uncanny capacity to mingle effortlessly with best-in-class botanicals and alcoholic beverages before being gently smoked in small, thoughtful batches in deepest Sussex by James Eagle and his small band of fine salmon fanatics.
This is a brand with a sharp wit and light-hearted tone (its iconic fish icon doffs a top hat & monocle) which sells everything from teriyaki, honey and Tabasco sauce marinated Gilltong (salmon biltong) to celebrated cured & smoked salmon classics that include: Augustus Gloop (Absolut Raspberry vodka & blueberries) Sozzled Santa (Brandy, Cinnamon, Clementine zest & Nutmeg) Erik the Red (Aquavit, Juniper, Beetroot & Star Anise) and Dark & Stormy (Rum, Ginger, Lime Zest & Agave Honey) to name but a few.. stylish flavour twists that only involve sustainably sourced (sushi grade) Scottish salmon that’s been sliced Sashami style (thicker cuts) to maximise its alcohol/botanical retention.
This is a young Brighton based brand that first forged its name in Sussex’s various farmer’s markets & street food gatherings, before throwing its net further afield to include esteemed food halls such as Selfridges, Fortnums and Partridges PLUS a nationwide jigsaw of discerning independent delis. It seemed that the fine fish community were swaying to The Pished Fish’s rhythm, which was the precise moment a certain well-known nationwide online retailer came calling.
In many ways, the arrival of a such a well-reputed retailer with a nationwide reach was a godsend, forcing The Pished Fish team to prepare for seismic growth (enhanced production capacity, recruiting more skilled staff & locking down larger quotas of top-drawer ingredients) whilst enjoying the security afforded by a healthier ‘bottom line.’
Yet, for the good vibes associated with a full order book and a blossoming bottom line, not everything was turning out for the better. Such were the demands associated with supporting such a major food player that work has quickly become predictable and monotone. There was little or no time to prospect other accounts, build invaluable end consumer databases or instigate enticing NEW innovation, (a historical mainstay of The Pished Fish brand), whilst already limited marketing funds were being spirited away to support an increasingly demanding customer’s extensive promotional support calendar.
These are the moments when it pays to remember how and why your brand came about in the first instance! The Pished Fish was a brand born from the buzz of Billingsgate market, the raw energy generated from chatting to/sharing samples with a far-reaching cross-section of inquisitive customers at various farmer’s & street food markets, whilst simultaneously doing everything in its power to keep a small but fiercely loyal D2C diehard fully engaged.
Working with a NEW, all-encompassing retailer meant that days were certainly getting longer and increasingly frenetic yet somehow the fun factor associated with this bustling SME was slowly eroding. Worse was to follow when the very same demanding retailer forged a NEW collaborative alliance which indirectly meant The Pished Fish was surplus to requirements. THIS was the very same moment Lockdown struck!
It would be a lie to suggest that there wasn’t a period of deep concern as overnight order books were emptier; however, even at the business’s lowest ebb, the overriding emotion was one of relief. James and his team certainly didn’t need to think too hard about what to do next, which was returning the business to its roots. The team recognised that stuck-at-home customers were seeking out indulgent ‘comfort food’ like never before which fed the need for a spruced up our online site, (in particular a superior online shop & newsletter experience) the purchase of a refrigerated van and meaningful monies being directed to online advertising, which enabled The Pished Fish team to rapidly build a sizeable consumer database whilst simultaneously expanding its salmon experience to include pate, canape collections and alluring seasonal bundles.
Thankfully today, after many months of rebuilding its foundations, the business’s monthly turnover is higher than it’s ever been, sparking the taking on new staff and the introduction of exciting new salmon fayre, including Fish Pies and Potted Salmon. Today life is certainly better than it’s ever been because The Pished Fish team took the time to remember what made them special, which in this instance revolved homing in once again on the distinct needs of its end consumers. Success comes in many guises, but for this Sussex business, it’s remembering its original raison d’etre and committing to never allow its hands to slip off the tiller again.
