FreshDirect: Harpooning Swordfish in Nova Scotia

Written By Shannon Casey

Seafood | Direct Sourcing | Supply Chain Strategy

Key Focus Areas:

  • Strategic Sourcing

  • Supplier Partnerships

  • Cost Optimization

  • Quality Control

Challenge

FreshDirect needed a more transparent, cost-effective seafood supply chain that could deliver fresher, high premium products to the NYC market. The existing model relied heavily on intermediaries, which impacted both quality and margins.

Approach

I spent 3 data at sea in Nova Scotia with fishermen harpooning swordfish to build direct relationships and gain firsthand insight into the supply chain at its source. That experience led to the development of a direct sourcing strategy that eliminated intermediaries, enhanced product quality, improved availability, and enabled more competitive pricing for customers. It was the first of many on-the-water sourcing trips, later taking me to Argentina for Patagonian red shrimp, Alaska for wild salmon, and Nantucket Bay for scallops, among others. Each journey deepened my understanding of the seafood supply chain and reinforced strong, long-term supplier partnerships at the source.

Results

  • Improved product quality and freshness through faster, more transparent sourcing

  • Reduced costs by eliminating middlemen and consolidating logistics

  • Secured priority access to limited seasonal catch, ensuring consistent availability

  • Built long-term supplier trust through direct relationships

Shannon Casey https://luminarystudio.co
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