June 18, 2015

UK-based startup, The Standard Caviar Co., is looking to lure young consumers using a direct-to-consumer e-commerce business model, production methods that are cruelty free, and manufacturing methods that cost significantly less than traditional methods, allowing the company to offer a premium product at an affordable price, while still seeing advantageous margins.

“Our cruelty-free method of harvesting eggs allows us to keep the fish and repeat the procedure every 12-18 months, which also results in tremendous savings, and sustainability,” says AJ Shapiro, head of finance for The Standard Caviar Co.

The company plans to buy in mature female sturgeon which can have a life span of 40 years, from Eastern Europe, harvesting caviar every 12 to 18 months using methods that allow for the fish to remain alive and well. Although headquartered in London, the company’s aquaculture facility, which is designed to produce 2 million tons of caviar per year at full capacity, will be situated on the Polish/German border.

Through its e-commerce channels, the company plans to bypass seafood wholesalers and traders, selling directly to hotel chains, restaurants, and retailers in the UK and parts of the U.S. By selling in this manner, the company can create greater profitability and brand awareness, while controlling risks associated with issues such as quality and transparency.

Standard Caviar is looking to raise £120,000 (US$190,000) through a crowdfunding bid the company plans to take live this September, followed by a second round under the UK’s Enterprise Investment Scheme, through which the company hopes to raise £210,000 (US$333,000) for biological assets and equipment.

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