About Us

Have some reef-spect.

Over the last 200,000 years (a.k.a. as long as people have been around), our oceans and waters have shown us nothing but respect. They’ve given us water to drink, food to eat, waves to surf, currents to sail and beauty to marvel. But what good have we humans done in return? Sadly, not much.

Here’s the thing: The world’s aquatic ecosystems are falling apart. Fish and coral are being irresponsibly stripped out of oceans, rivers and lakes. Animals that were once readily available are becoming the hardest and most expensive to find. Reefs—once lively underwater cities—are turning into ghost towns. Oceans are being treated like trash (e.g. The Great Pacific Garbage Patch). And frankly, we’re tired of it!

So rather than just sitting on our asses and feeling bummed out, we decided to do something proactive. Because this little blue planet we call home needs our help. Here’s how we’re doing our part:

01. REEF-SPECTFUL SOURCING

From freshwater to saltwater, we make an effort to only source aqua-cultured livestock. Stopping the collection of animals from the world’s reefs is the most direct way to put those ecosystems on the path to recovery.

02. REEF-SPECTFUL FILTERING

We’re developing aquarium filtration techniques that minimize wastewater. Saltwater tanks can be the biggest offenders. Typically, for every one gallon of “good” water created, another gallon goes down the drain. We’re challenging that statistic with our new system that removes the heavy metals from tap water without wasting water the way other filtration systems do.

03. REEF-SPECTFUL GIVING

Every year, we give 10% of our profits to the Coral Restoration Foundation. We believe that giving back to the world’s aquatic ecosystems isn’t only the right thing to do—it’s our responsibility. As a company (and species) who depends on the health of our oceans, lakes and rivers, it’s our job to help ensure they’re here for future generations.

Have any questions or want to know more about our company history and practices?

Don’t be a stranger. Give us a call or e-mail—let’s talk!