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Our Mission

We thought long and hard about a mission statement that would express our goals and values. I hope that you'll let me know when we fall short... and when we exceed expectations.

— Randy Hartnell

Click here to send me email

The Fourfold Vital Choice Mission

  • Promote our customers' health and well-being by providing natural, sustainably harvested seafood products of superior quality at a fair price.
  • Support the precious wild salmon resource upon which we depend and those who labor to provide it.
  • Continually improve our ideas, products, and customer satisfaction.
  • Be guided by integrity and high moral principles in all aspects of our business.

Thanks for reading, and enjoy your visit!

Randy Hartnell,

Founder, CEO, former Alaskan fisherman

Life gives to the giver and takes from the taker. -Steven Aitchison

WHAT OUR CUSTOMERS ARE SAYING:
I would not buy my fish from anywhere but Vital Choice…I’m so happy to have a source for great tasting, healthy fish.
WHAT HEALTH & NUTRITION EXPERTS ARE SAYING:
Vitalchoice.com is my favorite source for wild Alaskan salmon, sablefish, sardines, and other fish rich in omega-3s... I can't tell you how many messages I get from people thanking me for recommending Vital Choice.
WHAT THE MEDIA IS SAYING:
Vital Choice was Delish's top pick for "HIGH QUALITY SEAFOOD" you can order from gourmet food shops online.
WHAT OUR CUSTOMERS ARE SAYING:
Simply put Vital Choice offers the best seafood and related products available. We have always recommended Vital Choice to clients, friends, and family. As health practitioners we value the sustainable practices and trust this company implicitly!
WHAT THE MEDIA IS SAYING:
We’ve done the work for you to find the healthiest meat products on the market.
WHAT HEALTH & NUTRITION EXPERTS ARE SAYING:
Unlike anything you've seen from the grocery store…I recommend Vital Choice—my personal favorite for delicious, fresh, healthy, and completely safe canned tuna and salmon.
WHAT THE MEDIA IS SAYING:
Vital Box captures the fresh-caught quality of succulent, sustainably harvested Alaskan salmon and northwest Pacific seafood by cleaning and flash-freezing it within hours of harvest.
WHAT OUR CUSTOMERS ARE SAYING:
Vital choice has never disappointed. Love every item I get... since eating your food, my hair, skin, and energy revitalized from clean fish and meats… it’s ALL great. Never a problem with the food arriving in great condition.
WHAT THE MEDIA IS SAYING:
The Best Places To Buy Seafood Online, Including Fresh And Frozen Fish
Find out what others are saying about Vital Choice