Pasarfish

Created in 2024, Pasarfish brings its founders' passions for environmental conservation and Singapore's seafood heritage together to promote the concept of sustainability in seafood supply chains, ensuring a future for our marine ecosystems. At the same time, re-connecting Singaporeans to our shared heritage through our love for seafood

We conduct research and educational workshops and tours which engage audiences to create an affinity with our seafood heritage and the ecosystems which the various species that we eat depend on

OUR NAME

The name "Pasarfish" combines the Malay word "Pasar," meaning market, with "fish," creating a term that translates to "Market Fish." This name reflects our dedication to preserving the seafood heritage in Singapore, which often starts with purchasing fish from local wet markets, which remains as an integral part of community life, serving diverse ethnic groups and fostering relationships between sellers and consumers

Pasarfish’s foundation is built on a deep appreciation for fish, inspired by visits to wet markets, Hence the name reflects the intention of creating a one stop source for all fish related things in Singapore, resembling a comprehensive, market-like experience
MISSION

To preserve Singapore’s seafood heritage sustainably through outreach and research
VISION

To become a one-stop source for all things local seafood related - heritage, introductory guides, businesses, sustainability, recipes, stories
VALUES

We strive to be

  • Unconventional: explore all opportunities
  • Undaunted: not afraid to fail or admit mistakes
  • Collaborative: eager to learn from and share with others
  • Credible: science-based, data-driven
  • Community: fostering stronger relationships between consumers, businesses and the food that we eat
OUR THEORY OF CHANGE (F.I.S.H.)

Fostering appreciation

  • We connect Singaporeans to their roots and allow them to appreciate the seafood that we eat to the fullest
  • This includes highlighting shared heritage, the hard work put in to get our seafood to our plates as well as the uniqueness of the species that we eat
  • Tak kenal maka tak cinta (You can't love what you don't know) and the first step to caring about our heritage and environment is knowing about it
  • Appreciating good quality produce often comes hand in hand with environmental sustainability

Inquiry

  • We encourage our participants to ask more questions about where their fish comes from and how they are caught
  • As consumers start showing that they care about this, fishmongers will start to care more about traceability which is one of the key steps in ensuring sustainability in seafood

Science

  • We ensure that all our programmes and content is science-driven and backed by science
  • We collect data on the local fish consumed in Singapore, using it to help policy-makers and businesses make more responsible choices

Holistic appetites

  • Generally a more diversified palate reduces pressure on any one species
  • We encourage participants to explore alternatives to popular food fish
  • We also work to raise the image of farmed fish. Currently most households have the impression that farmed fish is of inferior quality which is false
  • As farms move towards being more sustainable, a mindset shift in consumption will also help to boost demand for more sustainable farming

Our People

ELLIOTT JAMES ONG

Co-f(l)ounder

Favourite Fish: Yellowstripe scad (Ikan kuning)

Growing up in a seafood-loving family, i've always loved seafood - eating it as well as preserving the species we eat and the stories behind them.

Coming from a strong environmental studies background, working on the conservation of species and landscapes made me realise that there was relatively little research being done on our local seafood and I always wondered why, especially when the seafood scene here is so diverse.

I started leading seafood tours to Tekka Market since 2021 and decided to co-found Pasarfish to continue expanding research and outreach on the fish in our wet markets.

KENNY LEK

Co-f(l)ounder

Favourite Fish: Chinese Silver Pomfret (Dao cheoh)

Growing up in a family of Teochew descent, I have a great appreciation for the freshest seafood produce. My childhood was spent roaming about Punggol traversing Singapore's mangroves and the coastlines for fresh catch which unfortunately is not as easy to do these days.

Through my experiences at WWF, I developed a passion for the conservation of our environment and wildlife.

Through my journey, I realised that the things I hold dear seem to be at a risk of being lost to history. This spurred me on to co-found Pasarfish to protect our heritage and nature for generations to come.

CLEMENT NG

Subject matter expert (Fish ecology)

Favourite Fish: John's snapper (Ang Zhor)

My fascination with animals began at an early age, which led me to pursue a degree in Zoology at the University of Melbourne. During my studies, I developed a deeper appreciation for marine life and the complex ways fish respond to environmental change. I recently submitted my PhD at Nanyang Technological University, where my research examined the past and present drivers of marine fish populations across the tropical Indo-West Pacific region.

My research interests span topics from otolith-based fish ecology to changes in the marine fishing industry of Southeast Asia. I’ve published my work in journals such as Reviews in Fish Biology and Fisheries and the ICES Journal of Marine Science, and collaborate with researchers across the globe on projects that assess the importance of marine life for human societies. In my role with PasarFish, I hope to bridge science and community by sharing insights that connect research, sustainability, and Singapore’s rich seafood heritage.

LIN JIA YUAN

Subject matter expert (Fish taxonomy)

Favourite Fish: Pike Conger (Malong)

A passionate angler, taxonomy fanatic and seafood enjoyer since young, I hold the staunch belief that in order to understand how to best conserve our fish species, we must begin with acquainting ourselves with the different fish species as well as their differing ecology and habits.

I hope that through PasarFish, Singaporeans can learn more about the species they are eating and be motivated to play a part in sustainable consumption, ensuring that in years to come, we can still see our favourite fish species be it in the sea or on our tables.

FIONNA HUDISON

Research assistant

Favourite Fish: Narrow-Barred Spanish Mackerel (Batang)

The first time I truly fell in love with the ocean’s underwater beauty was while snorkeling in Pulau Bidong, Malaysia. Although I’ve been a recreational fisherwoman for the past four years, witnessing marine life thriving in its natural habitat struck a deep chord in me.

For many, the ocean’s wonders are only revealed when seafood appears on a dinner plate or in a glass tank at the supermarket. I hope that through encounters like these, more people will develop a curiosity for marine life – one that sparks a passion to learn, appreciate, and protect our oceans.

EMMA YEO

Research assistant

Favourite Fish: Highfin Grouper

Diving has turned marine life from a distant concept into something deeply personal. Immersed in the blue seas, I felt the delicate ecosystems and balance that sustain marine life, sparking my curiosity about seafood origins, methods, and sustainability.

Uncovering the hidden seafood journey in Singapore with Pasarfish, I learned about Singapore's fish diversity and how consumer demand shapes fishing practices. My background in architecture highlighted parallels between food systems and sustainable design, both requiring resource balance for long-term resilience. By questioning where our seafood comes from, we can define our relationships with the ocean.

JUSTIN KAM

Research assistant

Favourite Fish: Longfin Grouper

I've always been captivated by the ocean, drawn to its mystery and endless wonder. With every passing wave, there’s a promise of uncovering a hidden world beneath, teeming with fascinating creatures that never fail to ignite my excitement. Yet, amidst the hustle and bustle of city life, it’s easy to lose sight of how essential our oceans are to the planet.

This is why I hope that a greater appreciation for the beauty of underwater life can take root here in Singapore, fostering a stronger sense of responsibility for preserving the livelihoods of these incredible marine creatures.

EDRIC WEE

Research assistant

Favourite Fish: Milkfish

A final year environmental studies undergraduate at NUS. A trip to Selangor fish market opened my eyes to the richness of our ocean. That piqued my interest in learning and sustaining Singapore’s seafood heritage through my work at PasarFish.

On the side, I am also an avid diver and a researcher on artificial coral reefs.

LEE HUI

A jack of all trades

Favourite Fish: Rabbitfish (Peh tor)

Growing up, my love for the littlest details in nature—from the grass blue butterflies flitting around the grass patch near my void deck to the wildflowers scattered across my school—has inspired me to pursue sustainability both in university and as a career.

Amazed by the connection between the sea and our cultures. I want to ensure our future generations can enjoy the marine environment in its beauty and our heritage. Sustainable seafood remains a lesser known and discussed topic, and we hope to change that!

Our Partners