The Fish Society

The story

Alistair Blair was a journalist who wanted fish beyond cod, haddock and plaice. Where, he wondered, were the turbot, Dover sole, lobster and crab? He sent out his first price list in 1994 and filled early orders between writing assignments. The business later built what it calls the UK’s first dedicated fish retail website, and it is still based in Guildford, a long way from the sea.

Why frozen

Almost everything is frozen, and the company is upfront that this is deliberate. It argues that fish frozen quickly after landing is as good as fresh once cooked, and better than defrosted fish sold as fresh on a counter. Frozen also means you can defrost only what you need, and it can stock unusual things all year round.

The range

Shellfish is a highlight, with prawns, lobster, crab, scallops and scampi. There are fish fillets and whole fish, prepared items such as fishcakes and battered prawns, and smoked and cured fish. Tinned and potted fish, anchovies and caviar sit alongside them.

Delivery

You pick your delivery date at checkout. Orders travel by tracked courier in insulated boxes with dry ice, and the company says your order leaves the night before. Delivery costs, the cut-off time for next day delivery and any extras for early or weekend slots are shown at checkout. It can’t send perishable orders to Northern Ireland, the Channel Islands or the Isle of Man.

Saving

A paid membership gives member prices and upgraded delivery. The company also runs a money back guarantee if you can tell its fish from fresh once properly defrosted. Any live code is listed on this page: copy it and enter it at checkout.

Sustainability

The Fish Society says it favours suppliers with recognised certifications such as MSC and ASC, and checks other fisheries individually, using the Good Fish Guide for independent ratings.