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  1. Home
  2. About-vital-choice
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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

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

Good Food Awards 2022
Wild Alaskan Sockeye Salmon Ikura
Hermes Creative Award 2021
Print Media, Catalog
Digital Newsletter Award 2021
Apex® Awards for Publication Excellence
Marcom Gold Awards 2021
Video/Audio, Video/Film
Digital Media, Web Video
Digital Newsletter Award 2021
Apex® Awards for Publication Excellence
Hermes Creative Award 2021
Print Media, Catalog
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