When she arrived in Denmark from the United States, Christine Hebert was surprised by the quality of the fish. Given the proximity of the coast, she thought it would have been much fresher and cheaper than it actually was. Together Christine and her partner Nima Sophia Tisdall conducted six months of market research to find the underlying reasons causing these issues, and they found out that the fish was going through a minimum of five different suppliers after it was caught by the fisherman, taking a minimum of three to four days, and sometimes up to 16, before arriving on a consumer’s plate. This long supply chain going from auction, distribution centers and retailers to finally reach the customers results in significantly higher prices and less fresh seafood. In these conditions, only industrial fishing vessels were able to earn enough money to survive in the industry, and many harbours had to close down because small-scale fishermen could not compete anymore.
To solve this issue, Blue Lobster founders decided to create a new digital marketplace, enabling local fishermen to sell their fish directly to their customers. Through an app and logistics system currently dedicated to local restaurants, fishermen can discover the orders of the day and fulfil. The fish is then delivered directly from the docks to the customer who placed the order. Blue Lobster was founded in September 2018 and started generating revenue in April 2019. The concept recently caught the attention of the Obama Foundation, praising it as a “global role model” for coastal areas.