My Origin Story, and How PrimeFish Was Born

My Origin Story and How PrimeFish Was Born:
Not the polished version. The real one.

PrimeFish didn’t start as a seafood idea.

It started as a creative idea.

For as long as I can remember, I’ve loved creating. That’s always been the thing for me. The feeling of having something in your head and then making it real. Turning an idea into something you can see, share, and put into the world.

Video was my outlet because it was the closest thing I had to pure creation.

It was the most direct way to take something in my head and turn it into something real.

You can sit there with an idea, a feeling, a message, a joke, a story, a perspective, and within hours it exists. It’s a thing. It can be watched. Shared. Reacted to. Loved. Hated. Whatever.

The fact that you can create something that didn’t exist, put it out into the world, and it can actually move people…

That is the whole game to me.

Eventually I started doing creative work professionally, and for a while I loved it. It felt like I was building every day. It felt like I was getting paid to do what I naturally wanted to do anyway.

But over time, something started happening inside me.

It felt like this insanely strong gravity pulling me away.

It was loud.
It was constant.

And at the time, I thought that force was pulling me away from my passion for creating.

But it wasn’t.

That force was pulling me to create for myself.

To build something where my creativity wasn’t constantly being filtered through someone else’s vision.

To have myself to answer to.
To have myself to critique.
To be able to dump my whole self into something I believed in and take it all the way.

Because the truth is, even when you’re creating for a living, your creativity isn’t fully under your control.

You can feel it.

You’re giving your best ideas, your taste, your energy, your standards, and then watching them get revised, softened, delayed, or reshaped until they fit someone else’s comfort zone. You’re literally dumping your soul into what you’re creating.

And eventually I hit a point where I couldn’t ignore the question anymore:

What if I created for myself?

What if I built something where the creation didn’t end when the project ended?

What if I built something that could compound?

I didn’t have some master plan.

I just had a deep love for creating, and an ambition that kept growing in me.

I wanted to do something on my own.

Something of value.
Something real.

And I’ll be honest, there was a personal piece to it.

I wanted to prove to myself that my ideas weren’t just ideas.

And there’s this thing I think a lot of creatives will understand:

You can have these ideas in your head that mean everything to you. A moment. A feeling. A story. A perspective.

And when you finally bring it to life, when you put pen to paper, when you make the video, when you publish the thing… it doesn’t hit people the way it hits you.

Because it’s not their life.

No one cares about your timelapse of a sunset in your backyard in the summer of 2012. They weren’t there. They don’t have the context. They don’t feel what you felt.

That’s the battle with creation and art.

Taking what’s inside you and harnessing it in a way that doesn’t just resonate with you…

…but resonates with other people.

In a way that’s interesting.
In a way that’s valuable.
In a way that makes someone feel something.

And I wanted to build something that proved I could do that in the real world.

Not just in my own head.

That the things I saw could actually become something people cared about.

That they could become real.

There’s a Steve Jobs quote that always stuck with me:

“Life can be much broader once you discover one simple fact: everything around you that you call life was made up by people no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use.”

I love that quote because you realize how much of life is built.

Which means it can be rebuilt.

And once you believe that, you stop treating the world like it’s fixed.

You stop assuming the way things are is the way they have to be.

So I started looking for a way to build something real.

Something I could control.

Something I could bring my creative standards to.

At the time, I knew how to build online. I knew how to build websites. I knew how to make videos. I knew how to design and create and make something feel premium through a screen. I knew how to communicate value and build trust.

And in a lot of ways, I kind of fell into PrimeFish.

Yes, I made a decision to do it.

I opened a bank account. I started an LLC. I built the website.

But I’m not going to pretend I knew what would happen.

The first version of PrimeFish wasn’t created with some massive expectation that it was going to become anything.

It was created because I needed to start.

I think there’s a reality about building something:

As humans, we naturally doubt ourselves.

Even if you’re confident.
Even if you believe you can execute.

It’s hard to picture a reality where your idea becomes real and actually matters, because most people have never experienced that before.

I hadn’t.

I had never built something where strangers showed up.

I had never built something where people pulled out their credit card and trusted me.

So in the beginning, the idea felt like it could easily go nowhere.

And that doubt can either shut you down, or it can fuel you.

For me, it fueled me.

It made me obsess.
It made me sharpen everything.

And then you get a little hint that something works.

The first sale.
The first repeat customer.
The first time someone tells you, “This is the best seafood I’ve ever had.”

And that’s when it starts to shift.

You don’t magically become fearless.

You just start stepping on real stepping stones instead of imagination.

And once you feel that, you lean in.

Hard.

Because one stepping stone turns into another.

And before you know it, you look down and you’re on the 10th floor of the building and you started in the basement.

That’s how PrimeFish really started.

I also had access to one product through my dad.

Chilean sea bass.

That’s why it was the first product.

Not because it was some genius strategy.

Because it was real. It was high quality. And it was something I could source with confidence.

So I did the only thing you can do when you’re serious about building something.

I opened an LLC.
I built a website.
And I put a product out into the world with my name behind it.

And then I got my first sale.

I still remember exactly how it felt.

Not because of the money.

Because of what it meant.

A stranger, somewhere in America, saw something I built from scratch and trusted it enough to buy.

They typed in their credit card.
They gave me their address.
They said yes.

That moment was a major stepping stone.

Because it was the first time I experienced creation in a way that had real stakes.

It wasn’t a like.
It wasn’t a comment.

It was trust.

And that’s when I knew:

This wasn’t just creative work anymore.

This was creation that could become a company.

So I leaned in even more.

I put every other career ambition aside.
I stopped splitting my energy.
And I started building PrimeFish with the same obsession I brought to creative work.

Everything had to be right.

Because I wasn’t interested in selling seafood.

I was interested in building a premium brand that people could rely on.

As PrimeFish grew, something became obvious to me.

Seafood is one of the most premium foods in the world.

But the experience people have with it is still outdated.

It’s messy.
It’s intimidating.
It’s inconsistent.

It still feels like it was built for an older version of life.

And when you have a creator’s brain, you can’t see that and just accept it.

You look at it and think: this can be better.

That was the shift for me.

PrimeFish stopped being a website that sold seafood and became something else.

A place where we could actually reinvent what seafood feels like.

Not just make it “good.”

Make it premium.
Make it effortless.
Make it beautiful.

Make it art.

Because through everything I’ve done, in some uncontrollable way, everything seems to become art.

That’s where LUXPACK™ came from.

The idea that seafood should be packaged like a luxury product.

That it should look as good as it tastes.

That it should feel intentional and engineered, not thrown in a bag.

And it started with one product that really changed everything:

LUXPACK™ Snow Crab Leg Meat.

Whole-piece.
Clean.
Visually perfect.
Shell-free.
No cracking.
No mess.

The second people saw it, they understood the value.

It didn’t need explaining.

It was premium on sight.

And when we put it in front of customers, it didn’t just sell.

It validated the entire philosophy.

We didn’t just market a product.

We created a new category.

A product experience that wasn’t really available anywhere else.

And that became our blueprint.

Because once you do that once, you realize something:

This isn’t a one-product brand.

This is a creation engine.

So we built.

And kept building.

And LUXPACK™ grew into a real line.

More products.
More innovation.
More refinement.

More moments where customers open the box and you can feel it immediately:

This is different.

This isn’t commodity seafood.

This is a premium experience that only exists here.

That’s what I’m proud of.

PrimeFish isn’t built on hype.

It’s built on fundamentals.

We build products people instantly understand.
We create offers people feel good about.
We communicate clearly.
We obsess over experience.
And we operate with the mindset that trust is the whole business.

And I want to say something directly to the people who have supported this from the beginning.

To the customers who took a chance on a new brand.
To the people who ordered once, came back again, and told their friends.
To the people who trusted us with a holiday dinner, a birthday, an anniversary, or a night where you just wanted to do something special…

That matters to me more than you know.

I don’t take it lightly.

I know what it means to earn a place at someone’s table.

And I’m proud that PrimeFish has become that for so many people.

That support is the foundation.

And we’re going to keep honoring it with everything we build next.

That’s why PrimeFish has grown the way it has.

Not because we got lucky.

Because we built something real.

Something people tell their friends about.

Something that feels like the future of seafood, not the past.

And now the mission is simple:

Keep building.

Keep creating what should have existed in seafood a long time ago.

And we’re only getting started.

Not in the sense that we’re experimenting.

In the sense that we’re building something long-term.

Something durable.

Something that keeps raising the bar.

Because that’s the point.

This started as a creative idea.

And it still is.

We’re going to keep taking what seafood has always been and turning it into what it should be.

– Jake Dellagrotta
Founder, PrimeFish Seafood Co.