FalFish – Growth built on clear values


Falfish process over 18,000 tonnes of fish a year and supply more than 50 sustainable and locally caught fish and shellfish species to major UK supermarkets as well as to overseas markets. Retailers rely on Falfish to assure their reputations with end customers for freshness, quality and food safety. To achieve this Falfish implement rigorous food processing standards day in and day out. With a scrupulous approach to hygiene and technical excellence, consistency, quality and service, and a commitment to continual reinvestment in people and infrastructure, Falfish recognised that before growing outwards they needed to look inwards. They wanted to be sure that they had a strong enough core brand to continue to build their business around and that communication was built on messages that were a true reflection of their strong corporate values. Wolf Rock recommended a brand review, conducted internally and externally.


What we did


We conducted board level branding workshops as well as an extensive quantitative and qualitative data-gathering exercise, interviewing everyone from influential supermarket buyers to Falfish’s production line supervisors and reception team. The insights resulted in us being able to agree a focussed mission, vision and values as well as clear communication themes.


With a commonly held consensus, we set about strengthening the Falfish brand and refreshing their marketing, complete with art-directed photography to support key messages. The new brand messaging was launched on a major exhibition stand at the 2013 Global Seafood Expo in Brussels. Wolf Rock also project managed the creation of the all-new exhibition stand.