Why We Buy the Whole Boat

When we say we "buy the whole boat," we’re not just using a catchy slogan.

It’s a core part of how we operate at Jensen Tuna—and a powerful way to support sustainable seafood, vibrant fishing communities, and better transparency across the supply chain.

The term "buying the whole boat" means exactly what it sounds like: instead of cherry-picking only the most marketable species or highest-grade fish, we buy everything the boat lands.

That includes multiple species, multiple sizes, and multiple grades. We then work to find homes for each part of that catch, using creative sourcing, product development, and storytelling to make it all valuable.

Why does this matter?

For starters, it helps fishers. When a buyer agrees to purchase the whole catch, it gives boat owners more financial security and reduces waste. Fishers don’t have to throw back or discard perfectly good fish just because it’s not trendy or high-end.

It also helps with sustainability. If we’re going to eat from the ocean responsibly, we need to use what the ocean gives us—not just what looks good on a white plate. Diversifying demand eases pressure on overfished species and encourages a more holistic view of seafood.

Buying the whole boat also builds trust. Our partners know we’re not just in this for the top-dollar fish. We’re in it for the long haul, working together to tell the full story of each landing—from dock to table. We think that kind of relationship creates better business and better food.

At the end of the day, every fish has value. It’s our job to unlock it—and to make sure our customers understand just how much care, risk, and labor went into every bite.