The Evolution of Undercurrent: A New Era in Seafood Reporting and Market Intelligence

When Eva Tallaksen and I launched Undercurrent in 2012, our primary goal was clear: we aimed to bring greater transparency and rigor to the seafood industry through independent journalism. However, we envisioned a larger ambition—integrating our reporting with substantial pricing and market data.

Fast forward to 2026, this aspiration has transformed into our daily reality.

A Transformative Journey

Over the past year, the scale and scope of Undercurrent‘s pricing and data platform have evolved significantly. Our operations now rest on three foundational pillars: seafood prices, trade data, and journalism. Each aspect complements the others, ensuring prices always have context, data is interpreted intelligently, and journalism connects the intricate dots.

As a result of this evolution, the name Undercurrent News no longer encapsulates our full range of services. We are rebranding ourselves to Undercurrent—or simply UCN. This change reflects our growth into a global seafood market intelligence platform and price reporting agency (PRA), while still holding onto the editorial values that were crucial in our inception.

Importantly, our focus on journalism remains steadfast even as we expand our data-driven PRA offerings. If anything, our commitment to quality reporting is becoming more central, ensuring that our pricing and data uphold the editorial standards that have guided us since day one.

A Year of Significant Progress

The year 2025 marked a pivotal point in our mission. We expanded our editorial and pricing teams to 17 professionals across Asia, Europe, and North America, making us the largest English-language seafood reporting team worldwide. This expanded capacity allows for near-24-hour coverage through regional newsletters and live reporting from key industry events.

Simultaneously, we accelerated our proprietary price reporting capabilities. From having no US wholesale benchmarks at the end of 2024, we now offer nearly 700 proprietary weekly assessments across various seafood categories, including shrimp, salmon, crab, and tuna.

These prices seamlessly integrate into our reporting, ensuring that they are always understood against the backdrop of trade flows and supply dynamics. Our comprehensive data platform now boasts more than 3,700 datasets globally, supported by continuous development of our trade portal.

Exciting Developments in 2026

As we continue to build momentum into 2026, we’ve already launched several new features:

Latest Data Expansions

Our recent additions include:

• Daily auction pricing from Denmark’s three main fish exchanges
• Daily landing prices from the Portland Fish Exchange in the US
• Weekly wholesale pricing from Milan, Italy’s largest seafood market

Together, these enhancements add nearly 600 datasets covering species such as cod, haddock, and salmon, providing unprecedented visibility from landing markets to wholesale trade.

Looking Ahead

The next phase of our journey is already underway. In 2026, we plan to introduce:

• A customizable dashboard for prices, trade flows, and reporting
• Expanded coverage of Chinese wholesale pricing
• More species-focused global trackers
• Company-specific US import data
• A global supply and quotas page
• An AI assistant trained on over 13 years of Undercurrent reporting and pricing archives

Each of these initiatives aligns with our foundational objective set in 2012—helping seafood professionals navigate their markets with clarity and make informed decisions.

Thank you for being a part of this incredible journey. We eagerly look forward to continuing our collaboration in building Undercurrent in 2026 and beyond.

Best regards,

Tom Seaman

Editor-in-chief & Owner

Undercurrent