The story behind Butler's Choice A/S

It started back in 1997. With little funds, but a huge passion for fish and shellfish, Jacob Stokkebye started to import fish and shellfish from developing countries. Right from the beginning, he did it with great focus on all parts from water to fork.

With 10 years of solid experience from the catering sector and motivated to start a new era within fish- and shellfish-import, he started right away. The aim was to improve quality and responsibility of the products in the supermarkets – and it was very much needed!
It was (and still is) a major challenge, because 46% of all fish and shellfish consumed in the world are farmed. In many cases, the farming conditions are challenging both the environment and the method of production.

Today Butler's Choice A/S is a growing company.
We have 24 employees allocated in both Denmark, Vietnam and India.

Our philosophy

In the eyes of Butler's Choice A/S, only the social responsible and environmental friendly product, is a quality product. This has been our philosophy right from the beginning. It is the most important cornerstone of our company, and we maintain it without compromising.

At the end of the day, it is not all about business. It is equally important to us to show a good example and make a difference. And we modestly think that we have made a difference with the initiatives of our “Fair Fish” brand and our assortment.