Seed to Surf, a Canadian plant-based seafood company, has announced its expansion into more than 150 Whole Foods Market locations across North America starting this month.
The company, which specializes in tinned plant-based fish, was recently highlighted in the Whole Foods 2024 Trend Report for its innovative approach to plant-based seafood, earning recognition for “Fancy Faux Fish” and “Putting the ‘Plant’ Back in ‘Plant-Based.'”
A recent survey commissioned by the Marine Stewardship Council found North Americans are concerned about the oceans, that 19% would eat more seafood if they knew it wouldn’t harm the oceans, and 64% felt an increased desire to protect the marine environment, indicating a consumer desire for such products in line with a demand for seafood that is not detrimental to ocean health.
“Tinned fish is truly having a moment right now”
Seed to Surf is a women-founded company with two primary offerings: tinned Snow Crab, made from enoki mushrooms, and Smoked Whitefish, derived from celery root. These products are designed to mimic traditional seafood both in flavor and texture while underscoring sustainability with plastic-free packaging.
The products are shelf-stable for 2-3 years, catering to the growing demand for long-lasting, plant-based options that help reduce food waste while boosting global accessibility. The shelf-stable food market is predicted to grow at a CAGR of 12.5% through 2031, according to industry projections.
The company recently became the first in Canada to join the Whole Foods Market Local and Emerging Accelerator Program (LEAP). This 12-week program, launched in 2022, provides participants with tailored educational sessions, mentorship, and potential financial support.
At the end of the program, participants’ products are considered for placement on Whole Foods shelves in their respective regions. Seed to Surf was one of 10 brands selected from 1,000 applicants for the Early Growth cohort.
Expansion and market presence
Since its launch, Seed to Surf has expanded to over 300 retail locations across Canada and the United States, partnering with notable retailers such as Erewhon and Bristol Farms in California.
Co-founder of Seed to Surf, Alex Bergquist, noted, “Tinned fish is truly having a moment right now, so it’s important for us to bring vegans, vegetarians, and vegetable lovers to participate in the tinned fish trend. We’re excited for Whole Foods to be a part of our growth as we reach more customers looking for plant-based options in-store.”
