Brand Story


“We gather at first light on the shore of the Spencer Gulf, home to the Hiramasa Kingfish.  Around us, sea spray swirls, tossed by wild winds whipped up across an endless sea.  In these cold waters, the Kingfish is majestic, radiant, powerful. Once landed, freshly prepared, it is luscious, translucent and delicate.” 

The Tale of Two Fish

In July 2017, Clean Seas rebranded and launched a new marketing campaign for Spencer Gulf Hiramasa Kingfish. 

Spencer Gulf Hiramasa Kingfish is The Tale of Two Fish

At Clean Seas, we’re proud to farm our Spencer Gulf Hiramasa Kingfish in a remote location off the Eyre Peninsula town of Port Lincoln in South Australia. The taste of our Kingfish is as clean and pure as the pristine waters in which it’s raised.

As it happens, by any measure the Spencer Gulf is one of the cleanest bodies of water in Australia. There’s nothing between the waters where the Spencer Gulf Hiramasa Kingfish are raised and the Antarctic but the icy, vast expanse of the Southern Ocean.

When we talk about the Kingfish, we’re talking about the tale of two fish.

There’s the Kingfish in the sea: powerful and predatory. And there’s the landed Kingfish, so delicate and refined on the plate.

It’s an exceptional, surprising fish. The Spencer Gulf Hiramasa Kingfish is large and imposing. In the water, it’s big. It looks powerful and masterful. But when it’s landed, it’s a much more delicate proposition: its flesh retains layers of subtlety and intrigue. Japanese sushi masters consider Kingfish the best fish in the world for sashimi. It’s firm but distinctively delicate.

The taste is unparalleled. Sweet. Fresh. It lasts just the right amount of time on the palate. It can carry other flavours while retaining its own sublime characteristics. It can be mildly cured or marinated in lime juice. It can be slow-cooked, pan fried, or BBQ. The ways are endless….

Our Kingfish farming practices in the Spencer Gulf are second to none.

Clean Seas takes pride in its sustainability credentials. We do all we can to deliver our Spencer Gulf Hiramasa Kingfish in the most environmentally responsible way. We farm in big pens, in clean, cold ocean water, not near any other Kingfish farms. We have Friend of the Sea certification and Aquaculture Stewardship Council accreditation – the gold standard in responsible aquaculture.  

You have to care a lot about the produce to face up to the wild weather of the Great Southern Ocean.  The Eyre Peninsula, like so much of South Australia, has its own special natural appeal – a lot of open country, barely forested. And Port Lincoln is an isolated place, eight hours by road from Adelaide.

But the relative isolation is what makes this such an ideal place to farm such a pure-tasting fish. The fish are raised through the chilling winters. Those pure, cold waters mean that this is where Clean Seas, with its commitment to produce the best, simply must farm its Kingfish. And creating something magnificent isn’t supposed to come easily, anyway.