"Don't tell people about your plans, show them results!"

“Don’t tell people about your plans, show them results!”

If you’ve arrived on this page you will almost certainly have read our vision, mission and values and gone looking for more detail. If not, please click here. This next section is a detailed explanation of why we’ve chosen to work to a 25 year plan to help fix the future.

“Don’t tell people about your plans, show them results!” That’s why big fish® is results-driven, and impact-focused and strives to deliver financial, social and environmental returns by tackling the most important commercial challenges and grasping the biggest opportunities.

And that’s why we currently choose to specialise in food, drink and lifestyle brands because that’s where the world needs most help when it comes to changing consumer behaviours.

How can we reduce the pressures on ecosystems and land, while meeting the growing demands for food worldwide? How can we decrease emissions from agriculture and forestry without compromising the quality of life for consumers?

The answers to these questions are critical when it comes to reducing greenhouse gases, sustaining ecosystems, addressing food security, and protecting human health. The solution lies with the food industry of which we are a key part. Efforts need to be focused on food waste and diets that reduce pressure on ecosystems, protect them and encourage improvement in agricultural practices.

Ultimately, big fish® simply helps connect brands with consumers and drive awareness, trial, trust and loyalty. But, in that role, we have an immense amount of power and influence which we can bring to bear everyday in our work.


Measure what matters. How will we know if we’re on the right track?

Having spent the last 27 years contributing to the climate problem, our goal is to not only repair that damage but to help “fix the future.” We believe that all businesses must strive to be a force for good. Not just because it is the right thing to do, but because it makes excellent commercial sense. A healthy global economy is vital for a sustainable future.

Consumers are rightly questioning everything, from where products come from to how they’re transported, packaged and disposed of. That’s why we encourage all our clients to adopt a climate considerate approach to everything they do.

Over the last few years we have immersed ourselves deeply in the world of science in order to understand the key issues and potential solutions to climate change. We’ve become firm supporters of regenerative agriculture, biodiverse food systems and supply chains that protect the planet and support a healthy, sustainable global population.

We know that addressing waste and shifting diets to foods from lower down the food chain will reduce the pressure on ecosystems.

We know that when land and ecosystems are protected, activities that release carbon from vegetation and soil are stopped before they start. And, that improving the way food is produced existing farmland could reduce pressure on other, nearby landscapes, thereby sparing them from clearing.

And we know that agriculture practices can lower emissions from cropland and pastures, including methane generated by growing rice and raising ruminants, nitrous oxide emitted from manure and overusing fertilisers, and carbon dioxide released by disturbing soils.

But most importantly, we know that unless investors, policy makers and innovators are inspired to lead the way these things won’t happen. Those people have the power to draw down carbon and mitigate the effects of climate change. However, this will only happen if consumers demand it by adopting new ways of living their lives and change their behaviours at scale.

Every little helps

As a small business, we also strive to practice what we preach and become a force for good. We already deliver a world class service, but that’s not enough. If we were to start big fish® from scratch today, there’s a lot we would do differently. So, that’s what we’ve started to do.

Sustainability, net positive environmental and social impact are at the heart of our company’s vision, mission and culture. But if you can’t measure your impact then how do you know you’re making a difference?

Our first step on that journey is to measure everything we do more accurately, consistently and persistently. That’s why we decided to become a BCorp.

We’ve also reached out to carbon consultants, climate experts and thought leaders for advice on where we can make a big difference. We will share everything we learn through our social networks and the work we do.

But that’s all just brilliant basic stuff that every company should be able to say with confidence. Our truly compelling difference is the way in which we can inspire our clients to adopt new ways of thinking and doing.

We sum this up in what we have coined “startup mentality”


What the hell is Startup Mentality and why will it help fix the future?

It all starts with something we’ve coined “the consumer rebellion”. As the world wakes up to the consequences of capitalism and human activities, consumers are asking more and more difficult questions about the products and services they buy. Most are becoming increasingly agitated by the negligent practices of large scale consumer brands who have, for many years, been guilty of committing crimes against nature. The net result of this being a global population that feels angry, upset or despondent about the future – a population that wants something done about it quickly!

To survive the “consumer rebellion”, incumbent brands must adopt new ways of thinking and doing, from how they produce their products and services to how they distribute, package and market them.

Incumbent category champions have never faced a bigger challenge from newcomers. Disruptors and challengers that aren’t weighed down with outdated infrastructure and sunk capital can take market share at unprecedented speed.

The newcomer disruptors need to convince consumers that they’re the solution. Forming an alliance is relatively easy at a small scale, but they quickly become victims of their own success as they grow into the giants that they once challenged.

Both large and small players have roles to play in the reversal of climate change, which is why we work with startups through to established market leaders.

However, the two are very different and need different advice depending on the stage they are at. The incumbent category champions tend to need advice on how to insulate themselves from agile, light footed disruptors who can rapidly erode their market share.

The insurgent disruptors, on the other hand, crave a direct connection with their consumers in order to drive large scale adoption. They also quickly find they need infrastructure to scale. That requires investment and experienced operators who understand how to grow globally.

Whether our clients are large or small, we advise all companies to adopt a startup mentality, because, at this point in time, the world is going through a radical change that requires all of us to adopt new ways of doing things sustainably in order to thrive, not just survive.

Whether a business is an insurgent startup or a defender of a market-leading position there are some fundamental principles upon which all our advice is built.


We call these the big fish five:

#01/ Soil & Ocean Restoration
95% of all life on Earth is sustained by just the top six inches of soil. The oceans produce 50% of our oxygen. Regenerating the world’s topsoils and restoring the health of the oceans is a number one priority for the long-term future of the planet. The food we eat today will change the future.

#02/ Supply Chain Innovation
How our food is grown, where it comes from, the conditions under which it’s produced, the human cost and how it’s transported are all integral to the future of the global population’s health and well being. That’s why we strive to question, provoke and encourage all our clients to attain the highest possible standards.

#03/ Increased Biodiversity
Diversity is key to protecting and nurturing a healthy ecosystem. 90% of the world’s food is made from just nine crops. The over proliferation of monoculture is reducing immunity and stability of our food chain systems as well as our health. New and more diverse sources of food will end climate inconsiderate diets. That’s why we choose to work with companies that strive to diversify their ingredients and are big enough to make a difference and willing to change.

#04/ Conservation & Preservation
The two are fundamentally different. Both are vitally important. We need to conserve and preserve more of the world’s natural resources. At big fish® we constantly remind our clients of the unintended consequences of their actions and to look deep into their supply chains and evaluate the impact their sourcing will have in the short and long-term future of the planet.

“An increase in global population leads to a greater demand for water, food, timber and other resources that come from natural environments. Conservation protects environments through the responsible use of natural resources. Preservation protects the environment from harmful human activities.

Why is preservation necessary? In 1800 the world’s population was one billion people. Today it is over seven billion—and it continues to rise. Successful preservation efforts rely on shared responsibility between communities, organisations, and governments.

For example, in China, preserving the giant panda’s habitat over the last decade has increased the panda population. As a result, in 2016 the panda was removed from the endangered species list and reclassified as “vulnerable,” which is a step in the right direction.” source: National Geographic

#05/ Using Appeal to Drive Mainstream Adoption
If new, healthy, sustainable solutions don’t look good, taste good or feel good then people won’t consume them. To create large scale change we must drive overwhelming appeal. That’s why we ensure that everything we do is designed to reach consumers’s hearts as well as their minds.

So, there you have it. A long essay on why we do what we do. Hopefully it has provoked thoughts and possibly more questions? We hope that you like what we stand for and would enjoy working with us. As you can see, we are genuinely passionate about what we do.

If you’d like to know more please do get in touch as we’d love to hear from you.