Welcome from Fair Seas Limited founder Mike Mitchell

Welcome to the Fair Seas Limited website.

Fair Seas Limited was founded by seafood executive Mike Mitchell in October 2015. Prior to this, Mike was a Legal Director and member of the Operating Board of the one of the UK’s largest seafood manufacturing businesses. Widely considered to be one of the UK’s most senior and influential seafood executives, Mike has worked continuously in the industry since 1981, mainly in the areas of Quality and Technical management and since 2005 in the area of Corporate Social Responsibility. During his time in the seafood industry, Mike has held a wide range of operational roles, mainly in the UK but also across Europe and Scandinavia.

For more than a decade, Mike has been a pivotal figure in the UK seafood industry. He has been integral to the development of a number of retailer Own Label and branded seafood sustainability initiatives and he is the architect of award-winning programs in this area. The work Mike led on seafood product integrity has also been recognised at the forefront of applied due diligence, and Mike’s ’Seven Sins of Seafood’ was cited in the recent government review on the integrity of UK food supply chains (the Elliott Review) as an exemplar of food industry best practice.

Mike founded Fair Seas Limited in order to pursue greater focus in areas of personal interest, specifically in three fields that he considers to be of particular importance:

  • Seafood sustainability and marine stewardship
  • Product integrity
  • Social accountability in wild capture fisheries

Mike’s trade and industry group participation:

Non-executive member Young’s Seafood Limited Operating Board
Member of the Board of Trustees Fisheries Innovation Scotland
Member English Ministerial Seafood Expert Group (DEFRA)
Member of the Board Seafood Scotland
Sustainability Director North Atlantic Seafood Forum
Founder member Sustainable Seafood Coalition
Founder member Food Industry Intelligence Network
Seafish Consumer and Supply Chain Panel member
Member Scottish Seafood Partnership
Member Oversight Board Responsible Fishing Scheme
Member Oversight Board Responsible Fishing Ports Scheme
Member EMFF English Industry Task Force
Member Seafish Horizon Scanning and Risk Analysis Working Group
Member Queens University Belfast food integrity expert group
Member MSC Stakeholder Council (formerly member of Steering Group)
Member Seafish Common Language Group Steering Committee
Member DEFRA English Industry Expert Group

Public speaking engagements (selected):

Managing global seafood supply chains – the importance of integrated traceability systems.
AquaNor, Trondheim 2007

The role of industry in the green seafood movement
Seaweb Seafood Summit, Florida 2007

Managing global seafood supply chains – the importance of integrated traceability systems.
CIES International Food Safety Conference – Amsterdam 2008

IUU fishing – the market as an agent of control
GFETW, Trondheim 2008

Carbon issues in the seafood industry – consumer perceptions and commercial realities
Carbon Summit, London 2008

Carbon issues in the seafood industry – consumer perceptions and commercial realities
NASF 2009, Oslo

Seafood Eco-labels – a processor’s perspective
SINTEF Conference, Copenhagen 2010

Fishery Improvement Partnerships – a business case
Seaweb Seafood Summit, Paris 2010

Responsible Procurement – A Brand Integrity Issue
Chatham House IUU Fishing Conference, London 2010

Rising to the Challenge of Responsible Seafood Procurement in a Demanding Trading Environment
Value Added Seafood Conference, London 2011

Our contribution to healthy seas and a healthy society.
Humber Seafood Summit, Grimsby 2012

New challenges to responsible seafood businesses in a changing eNGO landscape.
Groundfish Forum, Berlin 2012

Can lessons from the past give us hope for the future?
World Fisheries Congress, Edinburgh 2012 (opening plenary)

Sustainable Seafood – the UK processing sector’s perspective.
NASF 2012, Bergen

Sustainable seafood in developed markets – a value addition opportunity or an entry level requirement?
World Seafood Congress, Newfoundland 2013

How has the food industry responded to the horse meat crisis of 2013?
World Seafood Congress, Newfoundland 2013

Product integrity challenges in seafood – the need for a new analytical approach
Sainsbury’s Innovation Conference at the Royal Institution 2014

What does value mean and where does it go in the supply chain?
Fishing for the Future, Brixham 2014

Seafood Processing on the Humber Bank
North Sea Conference, Hull University 2014

Food Integrity – modern solutions to an age old problem.
NASF 2015, Bergen

A brief history of Nephrops norvegicus – or how a little lobster came to epitomise some of the biggest challenges to responsible seafood production.
Shellfish Association of Great Britain Drummond Lecture, London 2015

BFFF Sustainable Industry Seminar, London 2015
World Seafood Congress, Grimsby 2015

The business case for sustainable seafood – a view from the UK retail sector
Norwegian Sustainable Business Summit, Canary Wharf 2015

The challenges of producing sustainable and healthy food for a growing planet.
NASF 2016, Bergen

Shall you have a fishy?
York University, 2016

Where”s the Catch? Has the CFP become an EU Policy Dilemma?
Sustainable Fisheries Partnership Supplier Roundtable, Dublin 2016


Increasing fish consumption for better health – are we being advised to eat more of an inherently unsustainable protein?
British Nutrition Foundation Bulletin, 2011

Over and Above Quotas
New Food Issue 5, 2012


Seaweb Seafood Champion 2008