Abstract

This case is about Pesky Fish,a UK-based start-up, which disrupted the fresh-fish distribution system in the UK. Pesky Fish introduced a lean supply-chain framework aided by technology, which promised sustainable delivery of fresh fish from fishermen to restaurants within a few hours, instead of the prevailing two weeks. Founded by Ben King and Aiden Berry, Pesky Fish sought to address the problem at both ends of the fish supply chain – fishermen being underpaid and restaurants being overcharged.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the end-to-end supply chain for perishable foods
• Discuss the challenges associated with fresh food supply chain
• Evaluate the challenges in fishery supply chains
• Develop a direct to consumer model for perishable food products

Keywords

Pesky Fish; Fish Supply chain; Fresh food supply chain; lean supply chain consumer model; perishable food products; challenges in fresh food supply chain; technology aided supply chain; sustainable fishing; direct to consumer