Who is the fisher on our packaging?
When you hold a can or package of Fish Tales, you’ve probably noticed something: there’s always a fisher on our packaging. These are real fishers. No models, no AI-generated faces—just someone who is actually out at sea, catching the very species you now hold in your hands. So… did he or she catch your fish? Maybe—but not always. The fisher on our can is our ambassador: they might have caught your fish, but more importantly, they represent all their colleagues who fish the same way. In this blog, we explain why this matters so much to us.
A face behind your fish
The world of fish is often anonymous. You buy a can, but who caught the fish and how it was caught usually remains hidden. At Fish Tales, we do things differently. We trace our fish all the way back to the fishery, which is unique. We choose to show this traceability through the fisher from that fishery. Not to claim that this person literally caught your fish, but to give you a firsthand look—seeing, tasting, smelling, and feeling—how the fishery works. How wonderful is it when the fisher can tell that story themselves? Personal, and with true love for their craft.
The fisher, therefore, symbolizes the entire fleet or community of fishers who work in the same way.
Glein and the fleet on one of their ships
Glein and the Bitung fleet
Take, for example, Glein from Bitung, Indonesia. He catches tuna using rod-and-line—a traditional method where each fish is caught sustainably, one by one. Glein appears on our packaging as an ambassador for no fewer than five vessels, with a total of 100 fishers who all work the same way. So the tuna in your can may very well have been caught by him—or by one of his colleagues.
What matters to us is that you can see who is behind your fish. No anonymous chain—just real people who know their craft and keep their community thriving.
Glein and impact manager Irene
Irene: The voice between fishers and consumers
A key role in this process is Irene, our Impact Manager. As a marine biologist, she literally speaks the language of the fishers. She understands the challenges of the ocean, as well as the culture of communities that depend on fishing. Irene travels the world and has personally visited most of our fisheries. She listens to the fishers’ stories, learns from their knowledge, and translates this into the way we tell our story to you.
Sometimes, we can’t yet visit a fishery. In those cases, we carefully select an ambassador together with the fishery—always someone who has genuinely been at sea for years.
More than just a can
The fisher on the packaging isn’t a marketing gimmick—it’s a symbol of our promise. It shows that eating fish can be a choice that’s good for you, good for the ocean, and good for fishing communities worldwide.
And if you scan the QR code on your can, you’ll discover even more stories from the fishers.