A check in conversation with James Arthur Smith, founder of Seatopia, about their data-driven focus on nutrient density (plus mercury/microplastics testing) resonates more strongly than abstract “sustainability” marketing strategy and it ultimately driving real ecosystem restoration. We explore how Seatopia defines regenerative aquaculture in a multi- trophic system—integrating finfish alongside shellfish and seaweeds, how they measure and quantify our impact at every step and how they partner with artisan milling companies developing species-appropriate feeds that eliminate fishmeal, soy, corn, and canola oil—pivoting toward insect protein and algae-based oils.

This episode is part of the Regenerative Aquaculture series, supported by The Nest, a family office dedicated to building a more resilient food system through supporting natural solutions and innovative technologies that change the way we produce food.

SUSTAINABILITY DOESN’T SELL BUT TRANSPARENCY DOES

While sustainability is important, consumers are more motivated by quantifiable health benefits. Lab-tested data on mercury, microplastics, and nutrient density resonate more deeply than abstract environmental claims. Consumers respond far more powerfully to quantifiable health benefits than environmental claims. “If we just say certified clean seafood, mercury levels that are safe for pregnant women to eat, zero detectable microplastics, sushi grade, everybody’s interested,” James explains. This health-focused approach has unlocked tremendous growth for Seatopia, attracting celebrities like Gwyneth Paltrow who specifically praises their microplastic and mercury testing.

“A huge light bulb went off when my wife got pregnant. She said, ‘I’m not eating anything except your fish because you have the data.’ Sustainability doesn’t drive dollars, but showing zero detectable microplastics or mercury-safe levels does. This empowers consumers to vote with their forks for what’s best for their health.” James Arthur Smith

WHY THEY TEST REGULARLY ON MERCURY LEVELS AND DETECTABLE MICROPLASTICS

Traditional aquaculture relies heavily on problematic ingredients like corn, soy, and canola oil, while Seatopia partners with farms using species-appropriate feeds based on microalgae. The resulting differences in omega-3 profiles are striking and quantifiable. Rigorous testing is key to ensure safety, especially for vulnerable groups like pregnant women. The expense and complexity of testing are justified by consumer trust and farm accountability.

“Microplastics tests cost $1,000 each, but we do it because our brand archetype is a pregnant mom. She needs the safest options. Testing isn’t just for consumers—it informs farms too. Many don’t even know what’s in their feed, so our data helps them improve practices.” James Arthur Smith

WHY PREGNANT WOMEN ARE SO CONSCIOUS ABOUT THEIR FISH CONSUMPTION

Pregnant women prioritize lab-certified seafood to avoid risks like mercury exposure. James shares how his wife’s pregnancy highlighted the demand for guaranteed safety and nutrient density.

“My wife refused to eat anything but our fish during her pregnancy. She said, ‘You have the data—I want the best.’ The FDA says pregnant women shouldn’t eat more than a paperclip’s weight of mercury-heavy tuna, but with our lab tests, they can eat our yellowtail three times a day, worry-free.” James Arthur Smith

THE FUNCTIONAL HEALTH SCENE IN THE US IS DRIVING A LOT OF PEOPLE TO SEATOPIA

The rise of functional medicine and personalized health testing in the US has created demand for clean, nutrient-dense seafood. Consumers track biomarkers like mercury and omega-3s, aligning with Seatopia’s offerings.

“Functional health doctors are sending patients our way. People see quantifiable changes— lower mercury, higher omega-3s—after switching to our seafood. It’s not just ‘eat organic’; it’s ‘your blood panel improved because you chose fish with lab-proven nutrients.’ That’s driving a cultural shift.” James Arthur Smith

OTHER POINTS DISCUSSED

Koen and James also talked about

• Developments in alternative feed like micro algae
• Scary developments around krill fishing
• Where James Arthur sees the biggest potential in the next few years, larger scale farms transitioning and more extensive type aquaculture operations

LINKS:

• Seatopia
• How I fell in love with a fish – Dan Barber
• Halo Top Ice Cream
• Maui Nui Venison | Wild Harvested Axis Venison

LINKED INTERVIEWS:

• James Arthur Smith – Regenerative aquaculture is more healthy for you and the planet than wild caught fish
• Georg Baunach – More than half of the fish you eat is farmed: basics, potential and risks of investing in aquaculture
• Sowmya Balendiran – How to turn seaweed farming into an industry? Start by farming 1000 football fields of tropical seaweed in Indonesia
• Alf Gøran Knutsen – The good, bad opportunities of the multi million dollar salmon industry, from shooting lasers under water to feed
• Yanik Nyberg – Are saltwater plants grown on tens of millions ha of abandoned, drained salt marshes going to be the livestock feed of the future?
• Aaron Huang – How ranching (and eating) of millions of zombie sea urchins could restore the massive kelp forests of the U.S. Pacific West Coast
• John Holmyard – Lowest carbon protein aka mussels: it’s food, not a high tech unicorn
• Joseph Rehmann – Climate-positive fish is possible and its eggs are delivered by drones
• Sébastien Crépieux – Decentralised insect farming, the perfect livestock for arable farms
• Mike Velings – VC & PE won’t deliver regeneration — €250M evergreen proves it

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Feedback, comments, suggestions? Reach me via Twitter @KoenvanSeijen, in the comments below or through Get in Touch on this website.

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The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.