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2001

Officially Incorporated

2003

First email newsletter

2013

Launched beef

2015

Launched Patagonia Scallops, Kelp Cubes, Bone Broth, Heritage Chicken, and Pre-Natal DHA

2017

1 millionth order. Launched Yellowfin Tuna, Brain Care, Pork products, Salmon Hot Dogs, and Salmon & Tuna Poke Kits

2019

Awarded NBJ Supply Chain Transparency Award, featured on King 5 News, launched Chilean Seabass

2021

MSC Sustainability Award & Hermes Award. Launched Canned Coho, new Omega-3 Test Kit, and Pet Treats. 783% revenue growth, 60+ charity donations, 100k+ subscribers, 19k ‘Excellent’ reviews, 90k+ Facebook followers, and 40+ employees

2002

First donation of $15k, operations begin, first order ships, first website launched

2009

Featured in Good Housekeeping magazine and Rachel Ray Every Day

2014

Awarded B-Corp status. Launched Sockeye Ikura, Atlantic Scallops, and Daily Immune Support

2016

Profiled in E! Online. Launched Salmon & Halibut Broths, Seafood & Steak Rubs, and Bison products

2018

Featured in Magazine MN. Launched Vital Box, Mexican Blue Shrimp, Shelf-stable soups, Mood Care, Chicken parts, and Kelp Salsa

2020

Featured in Thrillist, EatingWell, Food Network, Forbes, Seafood Source, Huffington Post, Bon Appetit, Fatherly, USA Today, and Men’s Health. Launched Mahi-Mahi, Skipjack, Haddock, and Pink Salmon Ikura

FUTURE

A focus on quality and responsibility now and beyond

Vital Choice® Wild Seafood & Organics Celebrates 20 Years

A heartfelt request from a salmon lover in Kalamazoo, Michigan, led to a fine-seafood business with fans worldwide.

“Her name was Helen. She really wanted some wild salmon,” recalls Vital Choice founder Randy Hartnell.

The year: 2000. The place: Kalamazoo, Michigan. This moment would lead to the founding of Vital Choice 20 years ago, in August of 2001.

Hartnell, an Alaska fisherman, had seen wild salmon prices collapse due to a new product: cheap farmed salmon. Nearly broke, he and a friend were touring the Midwest cooking wild salmon to sell to natural-food store patrons.

At one such event, “A woman, Helen, comes up and says, insistently, ‘How can I get this when you guys are gone?’”

“I said, ‘I’ll send you some.’” Hartnell says, “though I had no idea how to send frozen salmon to Kalamazoo or anywhere else. I figured it out and sent it.”

Back on the West Coast, Hartnell happened to catch a TV program featuring Dr. Nicholas Perricone, who was recommending eating salmon “several times a week” for robust health.

Hartnell hatched a plan. “I sent Dr. Perricone a letter telling him I wanted to start shipping salmon nationwide. He promised to put us in his book. We had six months to create a company.

Then the orders started flowing.”

Modest Beginnings

The early product line was “pretty thin,” recalls Dave Hamburg, a fellow Alaska fisherman who is now company president. “We had some sockeye, some halibut, some smoked salmon and lox.”

Gradually, the product line expanded, orders grew, and two more prominent physicians, Andrew Weil, M.D., and William Sears, M.D., partnered with Vital Choice to help promote the products.

Before long, Vital Choice became known as the nation’s premium source of quality home-delivered seafood.

Commitment to Quality

Vital Choice continued its strong growth trajectory this year, but the principles behind its founding remain the same: give customers anywhere in the U.S. the opportunity to purchase the best quality wild seafood and fish oils, and organic products such as premium beef and pork, soups and berries.

The company has been a Certified B Corporation since 2014, which means it meets the highest standards for social and environmental performance. Vital Choice commits from two to five percent of its net profit to environmental protection groups.

“We look forward to continuing that commitment,” said Hartnell.

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