At M.I.F Seafood, our name is more than just a brand—it’s a legacy. M.I.F stands for Mission Is Fishin’, a phrase that has deep roots in my family and the fishing community that shaped me.
Growing up, I spent my summers in Alaska, learning the ropes of the fishing industry. My dad used to say “Mission is Fishin’” all the time, and one day, my curiosity got the best of me. I asked him, “Dad, what does M.I.F mean?”
He smiled and told me the story. Back in the 1980s, when he was my age, young fishermen were carving out their own paths in the industry. They wanted to make a name for themselves while carrying on the hard-earned knowledge passed down from their fathers and grandfathers. To solidify their bond, they formed a group called M.I.F, a way to band together, support one another, and share in the experiences of the generations before them.
That phrase never faded. Over the years, it became more than just a saying—it became a symbol of dedication, resilience, and respect for the sea. When I launched my own seafood company, naming it M.I.F Seafood felt like the natural choice. It represents not only my family’s history but also the values we stand for: sourcing high-quality, wild-caught seafood with integrity and a deep respect for tradition.
Every box we ship, every fish we catch, and every customer we serve is part of that mission. Because at M.I.F Seafood, our Mission Is Fishin’—and it always will be.
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