About Us

Jay Coombes grew up around the food business in Thailand and fell in love with seafood from a very young age. It started with a Salmon smokehouse in Klong Toey port as his playground and grew with him to encompass diverse ingredients from all over the world. After spending 30 years supplying quality perishable food products to the finest restaurants and hotels in Cambodia and Thailand it was time for something new.

Seeing that the retail seafood product choices were all the same, year after year; unexciting, overpriced, average quality fish of unclear origin. Jay believes that people want fresher, tastier, healthier and better value seafood. This was also an opportunity to share his passion for seafood as it used to be, clean and fresh, delicious and sustainable.

We chose the Great Southern Ocean as our source because it contains the purest waters on the planet. The Southern Ocean is replenished by the ancient glaciers of the Antarctic continent, which stir upwellings of minerals nutrients and Phytoplankton. This unique environment in turn makes the Southern Ocean the most productive of all. Carried upwards to 39°South off Australia’s remote southern coastline, these pure nutrient rich icy currents nourish and replenish all of our fish & shellfish species, guaranteeing you some of the best seafood you have ever eaten.

Our Goal

Our goal is uncomplicated: We wish you to eat well and live better. We want you to experience with family and friends both the health benefits and delightful pleasures of amazing seafood, in the most consistently delicious form that you’ve ever experienced. You can trust us to supply you with pristine, fresh, sustainable & natural seafood!

Our Philosophy


We select seafood that has been caught in an ethical manner using methods that respect the animals and their environment. Our fishermen and dock partners speak the truth about how their fish are managed from one season to another and are all consistently at the forefront of global fishing ethics standards. Ethical fishing and aquaculture are principally about fish welfare and respect for the ocean; treating fish as animals. Not numbers.


We believe seafood should be produced and processed utilizing tools and methods that secure and enrich the natural environment. It should protect natural resources for the well-being of future generations of all aquatic species, as well as our own. Sustainability should also contribute to all economies, that create good jobs and secure livelihoods. All of our fisheries are independently certified as sustainable by international bodies including: The Marine Stewardship Council (MSC), Friends of the Sea, Aquaculture Stewardship Council (ASC) and Best Aquaculture Practice (BAP)


We think seafood is more enjoyable when you know where it comes from. 39°South partners with the pre-eminent Australian fishery operators of the Great Southern Ocean. Each of our fisheries have won multiple awards and international acclaim for their products as among the finest quality seafood produced in the world. Scientific studies have also proven the water and air quality of the environment from which our seafood is sourced as the cleanest on Earth. Knowing what is on your plate, its place of origin and appreciating how it has been grown and harvested. It gives you the confidence to know and enjoy what you are eating.

How our Fish are Processed

Our fish are dispatched in the traditional Japanese method of “Ike-Jime”. It involves spiking the fish directly to the brain which kills it instantaneously, thereby stopping all physical and nervous activity within its body. This process draws all of the blood to the stomach cavity and away from the delicate flesh of the fish, and results in a much cleaner tasting fillet. It leads to a superior eating experience, improving quality and renders the end product well and truly “Sashimi Grade”.

Are you hooked yet?