Avocet Media Ltd was started in 2015 by Mike Warner, who, through writing features  about the UK seafood and fishing industries, recognised that an opportunity existed to tell the ‘net to plate’ story and better connect consumers with the fishermen.

Traceability, sustainability and seasonality are facets of the business that are hugely important in explaining the provenance of seafood. The UK as an island nation, harbours some of the most abundant and well-managed fish stocks in the seas of the Northern Hemisphere and consumers deserve to be reliably informed about how those products are harvested.

The business focuses on food writing, fisheries journalism, PR content creation, seafood consultancy, fisheries and seafood advocacy and representation across a number of industry stakeholders and platforms.

The business is founded on a wealth of experience and knowledge of the fishing industry and seafood sector and accuracy of research and reporting is paramount to enable both clients and consumers to make informed decisions when purchasing, consuming or understanding seafood.


Mike is a freelance food writer, fisheries journalist and consultant to the catering sector and media on all aspects of UK seafood production. He grew up in a small fishing community on the Suffolk Coast and first went to sea at an early age, crewing for a local inshore fisherman lobster potting and long lining in his school holidays and at weekends.

A lifelong passion for seafood was ignited and after a 30 year career in agriculture, he answered the call of the sea once more, in a vocation that seeks to educate, inform and enthuse about all forms of fish and shellfish production and advocates and promotes the UK fishing industry and its sustainability across all sectors.

Mike is a member of the Guild of Food Writers, a Patron of the National Lobster Hatchery, a Trustee of Fishing into the Future and Project and Business Development Manager for the Shellfish Association of Great Britain. He regular writes articles for many commercial fishing publications and is a contributor for Country Life magazine. His blog ‘A Passion for Seafood’ has been twice shortlisted for The Guild of Food Writers’ Awards Food Blog of the Year in 2016/17.