Celebrity chef Jamie Oliver is partnering with sustainable seafood company Sea Tales to drive awareness of sustainable seafood. The multiyear collaboration begins with a digital content series designed to educate consumers about sustainable seafood through storytelling and accessible recipes.

The Seafood Revolution series kicked off June 8, 2026, in honor of World Oceans Day, across Jamie Oliver and Sea Tales digital channels including YouTube, Instagram and TikTok.

According to the United Nations Food and Agriculture Organization, more than 90% of global fish stocks are fully exploited or overexploited, increasing pressure on marine ecosystems and raising concerns about the future sustainability of seafood. Sea Tales' partnership with Oliver aims to bring sustainable seafood conversations into mainstream consumer culture through chef-driven media content and practical home cooking inspiration.

Sea Tales, founded by chef and seafood sustainability advocate Bart van Olphen and entrepreneur Harm Jan van Dijk, has built its brand around traceable, responsibly sourced seafood products and direct relationships with fishing communities around the world.

"Bart's Seafood Revolution sums up everything I believe in and have campaigned for across the wider food industry: honest food, sustainable choices and safeguarding food security for generations to come," said Oliver. "If we want better food on our plates, we also must protect the places it comes from. Fish is one of the last truly wild food sources we have, and we need to act now to protect it."

"Consumers care more than ever about where their food comes from, but seafood remains one of the most confusing categories in the grocery store," said Bart van Olphen, founder of Sea Tales. "We want to help people understand that sustainable seafood can be delicious, accessible, and part of everyday cooking — while also helping protect our oceans for future generations."

The initiative comes as sustainability and sourcing transparency become increasingly important drivers of consumer purchasing behavior, particularly among younger shoppers. According to Deloitte, two-thirds of Gen Z and Millennial consumers say they are willing to pay more for environmentally sustainable products.

Source: Sea Tales