AMY SALISBURY, FOUNDER AT PARTICULAR & CO

Amy Salisbury, founder at Particular & CO. Welcome to Fish Focus spotlight on Women in Seafood, Issue 3. Follow us as we celebrate the amazing women at the forefront of the seafood industry.

Amy Salisbury is at the forefront of reimagining how consumers engage with seafood

She founded her own retail brand, Particular & Co, with the bold intention of shaking up the category and breathing new life into the fish aisle. This wasn’t your stereotypical “fishy-looking” brand. Amy deliberately swam against the tide, creating a range that looked just as at home in a stylish deli or lifestyle magazine as it did on a supermarket shelf. With its soft pastel palette and contemporary typography, the brand feels premium, fresh and inviting without losing its wholesome roots.

Sustainability is at the brand’s core. Particular & Co developed its own internal accreditation standards and proudly displays its own logo, ensuring responsible sourcing and ethical practice underpin everything it does. What began with just four core lines has now grown to 27, spanning chilled raw, cooked, smoked, shellfish and breaded products, all were listed in high-end multiples. The brand’s smoked salmon, supplied to Booths under own-label, was even named Best Smoked Salmon for Christmas 2022 by both BBC Good Food and Olive Magazine, a testament to the brand’s commitment to both quality and taste.

With roots in the salmon industry, Amy’s passion for seafood runs deep

“When building the brand, I spent a lot of time face-to-face with customers,” she recalls. “I travelled the country, sampling my smoked salmon at food shows and markets. What struck me most was how little many people knew about seafood, and how many told me they didn’t like fish at all. But after a simple chat and a taste, everything changed. They were curious, surprised, and more often than not, they walked away wanting more. That’s the power of connection, of taking the time to share the story behind the food.”

Those moments sparked something bigger. Amy began giving talks, and before long, found herself cooking live on stage at shows alongside culinary giants like James Martin, Simon Hulstone, Marco Pierre White, Matt Tebbutt and Michel Roux.

“It’s surreal,” she says. “In my head, I’m still that girl from Grimsby trading salmon… and here I am, sharing a platform with my heroes. It doesn’t come naturally, but I push myself far beyond what I’m comfortable with because this message matters. We need to eat more seafood. It’s good for us!”

Her immersion in the wider food world soon opened the door to new and unexpected territory. In 2025, Amy was invited to join the judging panel for the Great Taste Awards, an honour reserved for those with a deep understanding of flavour and craftsmanship. Often referred to as the Oscars of the food world, Great Taste is one of the most respected and trusted accreditation schemes globally.

Now, Amy sits alongside chefs, critics, buyers and food experts, blind tasting products from across the globe, no labels, no packaging, just pure flavour. It’s a meticulous process rooted in integrity, where quality and creativity shine through.

That open door has since led to many more, introducing her to a network of remarkable individuals and unlocking opportunities she once thought unimaginable.

Now, Amy is channelling her storytelling skills into a new and deeply personal chapter, one rooted in memory, imagination, and the magic of the sea. Inspired by the real-life adventures of her father, a Grimsby fisherman who spent his life at sea, she’s crafting a series of magical children’s tales that capture exploration, teamwork, curiosity and imagination.

These aren’t just stories, they’re vessels for something greater. A way to pass on the spirit of the industry she loves, to reconnect families with where their food comes from, and to spark a sense of wonder in the next generation. Through beautifully imagined characters and real maritime heritage, Amy brings the sea to life for young readers. Inspiring a deeper connection to the ocean, the people who work it, and the nourishing food it provides.

And this is only the beginning. These stories are the first waves of something much bigger, something that will grow beyond the page and gently ripple into how children and families think about seafood, food culture, and the world around them.

Grimsby born and bred, Amy comes from a family with over 200 years of fishing heritage. The industry isn’t just part of her story, it runs through her DNA. That deep connection drives her passion for both her hometown and the wider seafood industry.

She began trading fish over 20 years ago, right out of Grimsby, learning the ropes from some of the most talented and inspiring people in the business. Their guidance, and the unmistakable energy of the docks, shaped her early years. But it was the belief of one extraordinary mentor that truly changed everything, and remains the guiding hand behind all that’s yet to come.

Today, Amy hopes to pass that same encouragement on to others. To show young people that with determination, passion, and belief in their own abilities, they can carve out a future they’re proud of. Her journey is a reflection of what’s possible and that dreams really can come true.