Taking business online - Wolf Rock
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Wing – Taking fish online

For 30 years, Wings of St Mawes has been supplying fresh Cornish fish wholesale to restaurants, hoteliers, and Michelin star chefs across the South West. In 2010, with the assistance of Wolf Rock, they launched a retail arm of the business, supplying 38 species of fish to consumers all across the UK. It was the first online shop selling fresh fish individually selected by the customer in the UK.


What we did


Our main objective was to bring the service and ethos of a high street fish monger to the internet. The idea of buying fish online was virtually unheard of in 2010, so we saw an opportunity for a platform that would clearly communicate the value in buying freshly caught, sustainable fish from Cornwall over the internet.


Buying seasonal fish is both environmentally friendly and cost effective. We created a website and populated it with content all about fish and recipes in order to become an authority on fresh fish, and appeal to the company’s target market.


To keep sustainable fish on everyone’s minds as well as their plates, we partnered with the National Lobster Hatchery to create the Buy One Set One Free initiative. 50 pence from the sale of every live lobster was donated to the hatchery, and the initiative has been so popular that eight other seafood businesses now take part.


For the project we identified and achieved the following objectives:


  •    Created a sustainable initiative that multiple fish providers now take part in.
  •    Created affiliations with celebrity Michelin starred chefs, including Nathan Outlaw.
  •    Created a library of high quality product photography to showcase produce.
  •    Implemented customer care packages to give high street service to online customers.
  •    Gained 13 Smoked Seafood and Taste of the West awards.