1. We run a closed facility. No local walk-ins, jobbers, internet companies or service companies. We cater to the out of state customer. We started the trend of not allowing walk-ins. We don't even have a sign on our building. It is a fact that at least the best 30-40% of livestock never gets seen out of state. No cherry pickers allowed!

2. We focus on coral, fish and inverts from quality hand caught sources. It does cost more, but we like to sell quality, and as you know, you pay for what you get. Most wholesalers focus on Philippine and Bali Fish and coral form Jakarta because these sources have the variety, volume and low cost that the larger wholesalers need. When you are selling ten million a year in marine fish and coral you need a supply that can handle that volume. Bali, Jakarta and Philippines have that volume, variety and are significantly cheaper so most wholesalers base inventory revolves around these regions. Their secondary product comes from choice places like Fiji, Hawaii, Red Sea, Australia etc because these secondary sources help with variety and to give them a broad mix of livestock they need. Where we are different is that we focus on quality sources as our primary sources and use places like Jakarta and Philippines as a secondary source. Our base product is as follows…. Coral: Fiji, Tonga, Solomon Islands, Vietnam and Jakarta. Fish: Hawaii, Tonga, Fiji, Solomon Islands, Belize, Florida, Mexico, Australia, Vanuatu, Marshall Islands, Xmas Islands, etc. We import very little Bali and Philippine fish (Cyanide?). If we can buy the same fish from Fiji rather than Philippines, we will buy it every time from Fiji regardless of price because all fish and coral are equal in the ocean! How it is collected and handled from A to B is what makes it different! This is why we focus on Coral, Inverts and Fish from quality sources.

3. We built, trained and/or operate facilities in Mexico, Hawaii and Tonga. These stations allow us to insure a quality product for our customers that our competition cannot duplicate.

4. The owners and Reps. personally handle your account. Sales, walkthroughs and the picking of your coral. How many companies offer that?

5. We will advise you when to order based on what your needs are every week to ensure good fill rate and to get the best of what we have when we have it.

6. On the agreed day of ship out, a Rep will call you for a walkthrough. We physically walk tank to tank on the phone going over your order suggesting what to buy and what to avoid. This allows us to suggest alternative items for missing items rather than subbing you, or sending you nothing. We will tell you what is excellent and what isn't, ultimately allowing you to get the best of what we have rather than what's on a stock list. Stock list are names and prices and they tell you nothing! They don't tell you if it's in stock, if it's good or bad. We are hands on with the ordering process while other wholesalers focus on a list faxed to you weekly. The reality is, most sales people sell you on the phone and then pass your order to warehouse labor to pick it! The warehouse personnel may be hard workers but at the end of the day they are not fish people. They don't care if that brain coral has a nick in it or that fish has a split fin. Most emphasis is probably placed on, "when do I get off work"! Here we employ hobbyist who have a passion and an understanding of what makes a good coral or fish. They have the background and interest in what they do and it shows in there work. Most of all, your Rep will be hand picking your coral personally.

7. When dealing with our customers we always look at the big picture. We are never petty over credits or customer issues. We always look at long term business and the value it has. We don't jeopardize a $50,000 dollar customer over a $22.00 credit. We always encourage criticism and praise, and we appreciate communication as we are always trying to do a better job. We like feedback, good or bad!

8. We're not trying to be a mega wholesaler, just the best! We want to be known for quality and service and our reputation in the industry is just that. I think if you ask around you'll find we have an excellent reputation for quality, service and business ethics. We sell to the leading retailers nationwide and are known for having the best coral worldwide. Our variety of inverts and pricing exceeds any other wholesaler. Our fish are easily in the top three in the country!

9. We avidly promote sustainable collection. We buy as much cultured product available. We are active in numerous culturing projects worldwide including our own in house state of the art culturing facility (FHI Coral Farm, www.fhicoralfarm.com ). We practice what we preach!

10. These are a few points of how we're different and why you should buy from us. It's a combination of all of these points that make us different. We feel if you take a small chance and try a few orders, you'll see the difference. You have nothing to lose and everything to gain. We look forward to working with you. We always like the challenge of helping a new customer. Showing you the value of buying from us and the difference it will make in your business. We're here to answer any questions you might have. We are our retailer's best employees!

back to the homepage