A New Fish Distribution Model Connecting Fishermen and Diners UOLOVE" to Launch on August 11 (Monday, National Holiday)

～The changing ocean and fishing industry today, A young fishmonger's "serious" fresh fish direct delivery EC that connects the local sea and the future.

2025.07.12 00:00

マリタイム

Maritime (Representative: Umio Tada), based in Wagu, Shima City, Mie Prefecture, sells pre-processed fresh fish to individual customers. The company will launch UOLOVE on August 11, 2025 (scheduled).

Details of "UOLOVE": https://marinetime.official.ec/

Background

The fishing industry is facing an aging population and a shortage of labor due to an increase in unused fish as a result of changes in sea water temperature. Meanwhile, consumers are increasingly demanding that fish be processed, that it last longer, and that they want to know how to cook it.

Therefore, Maritime has decided to launch a business in which we purchase fish directly from fishermen, process them, vacuum-freeze them, and deliver them to households along with cooking methods. This is a new type of fishmonger that will accompany the changing sea and lifestyles.

産地卸売市場(和具漁港)1

Wholesale Market (Wagu Fishing Port)1

産地卸売市場(和具漁港)2

Wholesale fish market (Wagu Fishing Port)2

Details of Development - Fishermen's Thoughts and Contribution to Food Self-Sufficiency

Maritime purchases fish directly from fishermen or through auctions at local markets. Therefore, there is almost no middleman, and much of the cost of the fish goes to the fishermen.

In addition, we actively purchase "damaged" and "unused" fish, which are usually hard to find at market prices, and process them into products. This allows us to utilize fish that would otherwise be discarded without waste, thereby contributing to the reduction of food loss and the improvement of food self-sufficiency.

Fish that are not distributed because they cannot be priced have life and value.

By delivering these fish in a tasty way, we are protecting Japan's fishery resources and leading to a sustainable future.

水揚げされた内、流通になりにくい魚。

Fish that are not readily available for distribution.

Future Development

We will continue to promote the concept of "Don't throw away fish. UOLOVE will be launched in August 2025 based on the concept of "No time to throw away fish.

Delicious fresh fish from Ise-Shima and fish with a "reason" will be processed, vacuum frozen, and shipped directly to customers with recipes. We will deliver tasty fish to households that do not have access to fish, so that they can enjoy a dining experience that does not waste life.

We aim to achieve sales of 1 million yen and 50 regular customers by the end of December 2026, and we will widely introduce the possibilities of fish to the world through tasting events and delivery classes.

代表は森の整備もします。