Salted fish from Shetland is going on the shelves of a fast-growing healthy food retailer and the entrepreneur behind the artisan business says the deal offers “real potential for growth”.
David Polson set up Cunningsburgh-based Thule Ventus last year and runs it part-time, while also working for aquaculture services firm Johnson Marine.
An initial order for taster packs from Whole Foods Market will test the product’s popularity at the US-based chain’s seven UK stores.
Mr Polson hopes the interest will lead to a larger order of 250g (9oz) packs of salted cod early next year.
He said: “The deal provides me with a foot in the door of a well-known, well-respected retailer and offers real potential for growth.
“It also validates the high quality of our salt cod, gives me greater confidence and a good boost to cash flow.
“Although I’d dipped my toe into the market 10 years ago, the internet wasn’t what it is now and the market wasn’t ready.
“Now, with the explosion of the foodie phenomenon and the fact people are more willing to try different foods, particularly ones with provenance, I decided to really give it a go.”
He launched his business with help from Business Gateway Shetland (BGS), which directed him to the European Maritime and Fisheries Fund (EMFF) and Highlands and Islands Enterprise.
EMFF funding worth £37,000 allowed him to design a website, source packaging and brand his product before taking it to market in June.
The fish – all locally caught and landed – is already stocked by 19 retailers around the UK.
Mr Polson plans to add fish cakes, croquettes and pate, while he also has ambitions to export salted cod to Spain, Portugal and the Americas.
BGS’s Iain Muir said: “He’s now getting the recognition and distribution he deserves, highlighting the important role the internet can play in helping artisan businesses.”