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About Vital Choice

Established in 2001 on the idea that wild Alaskan salmon is nature’s most perfect food, Vital Choice has developed into a trusted source of quality wild seafood from safe, well-managed fisheries around the globe. Since our first day of business, we’ve sold only sustainably-caught fish, donated a portion of our income to planet-protecting projects, employed sustainability strategies throughout our shipping operations, and treated our staff, suppliers, and customers right. We also acquired a nutrition and medical practitioner fan club along the way, including Dr. Andrew Weil, Dr. Nicholas Perricone, Dr. Christiane Northrup, and Dr. William Sears.

Values

Food for Health

Believing that good health is our most precious gift, we strive to provide natural, minimally-processed, nutrient-dense foods of the best quality possible.

Wild, Not Farmed

We only offer wild-caught fish, which is nutritionally superior to farmed fish and free of the antibiotics, pesticides, and GMO feeds used on fish farms (learn more). By selecting wild seafood, you also support the coastal communities that catch and process it.

Sustainable Seafood

We only offer environmentally responsible seafood that is certified by the Marine Stewardship Council (MSC) or deemed Best Choice or Good Alternative by Monterey Bay Aquarium Seafood Watch.

Ethical Sourcing

We seek ingredients that are certified organic and Fair Trade Certified whenever possible. We seek suppliers who uphold good manufacturing practices and who make a positive impact on their employees, communities, and the environment.

Environmental Stewardship

We donate a portion of our profits to planet-protecting programs, purchase carbon offsets to reduce our carbon footprint, and employ environmental strategies throughout our shipping operations (learn more).

Special Diets

We only offer products that are naturally gluten-free, and most of our products contain little or no added salt. We kosher-certify whenever possible, and virtually all our products are Paleo-, Keto-, and Atkins-friendly.

Our Impact

Environmental Stewardship: Through our VitalGreen program, we contribute a substantial sum annually to offset the entire climate-warming effects of our customer shipments, including the radiative forcing caused by jet emissions at high altitudes. Working through NativeEnergy, we’ve supported a methane-to-energy project at a Pennsylvania farm, and helped turn the town of Greenburg, Kansas, into a partially wind-powered community.

Corporate Giving: We contribute a portion of our net profits to a variety of organizations devoted to improving the health and well-being of people and the planet that sustains us. Current recipients include SeaShare and the Natural Resources Defense Council.

Community Service: We encourage our team members to spend up to two days per year performing volunteer work in support of recognized local or national community service groups and their projects. These “Vital Choice Volunteer Days” are fully paid days off that allow our employees the chance to reconnect to their community through service.

Our Values at Work

Certified B-CorporationSince 2014

Marine Stewardship CouncilChain-of-Custody CertificationMSC-C-50265

Better Business BureauAccredited Since 2004Rated A+

TrustpilotBased on Over 19K ReviewsRated Excellent

NBJ Supply ChainTransparency Award 2018Nutrition Business Journal

When Work WorksAward for Exemplary Workplace Practices, 2016