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Our Story
Founded in 2001 by an Alaska fisherman, Vital Choice® was launched on the premise that wild Alaskan salmon is nature’s most perfect food. Since then, we’ve grown into a trusted source of premium sustainably wild-caught fish and shellfish from around the globe, along with a growing list of organic fare and marine-derived nutritional supplements.
Our Mission
Promote our customers’ health and wellbeing by providing natural, sustainably harvested seafood of superior quality at a fair price.
Support the precious wild salmon resource upon which we depend and those who labor to provide it.
Be guided by integrity and high moral principles in all aspects of our business.
Continually improve our ideas, products, and customer satisfaction.
Our Values
Food for Health
Believing that good health is our most precious gift, we strive to provide natural, minimally processed, nutrient-dense foods of the best quality possible.
Wild, Not Farmed
The salmon and other fish we offer is wild, which helps support a healthy lifestyle and is free of antibiotics, pesticides and GMO feeds used by fish farms. By selecting wild fish over farmed, you also support the coastal communities that catch and process it.
Sustainable Seafood
To ensure continued abundance for future generations, we strive to offer environmentally responsible seafood that’s certified sustainable by the Marine Stewardship Council or recommended by Monterey Bay Aquarium’s Seafood Watch® program.
Ethical Sourcing
We seek ingredients that are certified organic and Fair Trade Certified® whenever possible.
Special Diets
We only offer products that are naturally free of gluten, soy, and GMOs. Most of our products contain little or no added salt. We kosher-certify whenever possible, and virtually all our products are Paleo-, Keto-, and Atkins-friendly.
Environmental Shipping Materials
Ever mindful of the carbon footprint created by our shipping methods and materials, we’re always assessing and improving our fulfillment processes. Currently, we pack our orders in curbside-recyclable cardboard boxes; instead of EPS foam coolers, we use insulated liners made from recycled denim; and we use recycled kraft paper in place of bubble wrap.
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