The mission behind the name

Our name was created to mean more than just a fish store. Into the Blue signifies our passion for education and sustainability. We believe providing environmentally friendly alternatives to purchasing wild stock in the hopes of helping our industry and revolutionizing aquaculture. We’re all things marine. In fact, our logo was specifically designed to change, from a plain and barren wordmark to living organic letterforms that represent water, fish, invertebrates, and corals that evoke energy and life in the reef.

Our eco-friendly process

The capture, export, and care of marine species are extremely important ethical concerns. These amazing animals surprise, astound, and impress us on many levels. We must understand that they have undergone a remarkable journey. As part of our commitment to a sustainable marine future our eco-friendly process we have specific care requirements that we believe help us be more successful in this enormously rewarding hobby. It looks something like this:
“A nation and its moral progress can be judged by how they treat their animals.” Mahatma Gandhi