Invest in Son Fish Sauce

We dedicated our first run to a label featuring The American Flag to commemorate the first-ever use of The American Anchovy—a resource at historic lows in cost thanks to the 50-year ecological cycle in Monterey Bay, CA. By partnering with local fishing communities and preserving the integrity of Vietnamese fermentation methods, we’ve crafted a cross-cultural product. This premium, high-margin offering resonates with health-conscious, flavor-driven consumers worldwide, blending tradition and innovation to seize a truly unique market opportunity.

We’re excited to share compelling reasons to invest in Son Foods Inc. and the driving factors behind our marketplace growth. 

The most compelling reasons to invest in us are:

• Nearly $15M in contracts ready to order in the next 2-3 years
• The product has proven to have demand.  Just need capital to fulfill purchase orders
• Fully developed supply chain in Monterey, CA (sourcing) and Phu Quoc, Vietnam (fermentation and bottling)
• Experienced CEO with 20 years of product development experience, operations, finance, and strong execution

If you have any questions or would like to set up a meeting with our CEO, please contact us at [email protected]. We’re eager to provide the information you need for this investment opportunity!

Our story begins on the island of Son Rai, in southwest Vietnam. Danny Tran, founder and CEO of Son Fish Sauce, discovered the magic of fish sauce through his wife’s family.

Inspired by traditional methods, Danny decided to bring this authentic sauce to the market after learning its importance from top chefs across America, who regard fish sauce as their secret ingredient.

The fish sauce is a $30B global total addressable market,  The category in the United States has been growing at an unprecedented rate in recent years ($1.8B annual).

What’s driving this growth? Americans and customers worldwide are seeking alternative ways to flavor their dishes with a better salt substitute. Son Foods utilizes anchovies, barrel aged for 1 year in sub-tropical environments, to create our umami rich fish sauce for the masses.

Fish sauces, like Son Fish Sauce, add flavor to dishes, acting as a full replacement for table salt. This healthier option allows consumers to add the popular flavor of umami which has become a popular and sought after flavor infusion in dishes in the United States.

Our fish sauce is fermented for 1 year using sea salt, requires only a few drops to burst with flavor, reducing overall sodium intake. Additionally, our anchovies are high in fish oil protein and are wild-caught, never farmed.

Son Foods Inc. has secured contracts totaling $14.5M for 2024, 2025, and 2026. The demand for our high-quality, flavorful sauce is significant, and we are raising capital to fulfill these sizable contracts in the United States, Asia, Australia, and Europe.

The cycle for anchovies is here.  The timing is impeccable to launch a product made from anchovy oil since not only are anchovies abundant in the United States, they are at an all-time low in cost.  It takes $1 of anchovies to make $16 worth of Son Fish Sauce, so the margins are also incredibly strong out the gate with this brand.

Our CEO, Danny Tran, has strategically chosen the right time to harvest anchovies. Every 50 years, there is an abundance of anchovies due to ecological cycles. We aim to create a micro-economy by utilizing these plentiful resources to produce high-quality, healthy fish oil.

We begin by sourcing anchovies off the West Coast of the United States.  There is an over abundance of anchovies in the Pacific Ocean due to the 50 Year Cycle between Sardines and Anchovies, so fishing and sourcing from here is no problem for Son Foods, with wide availability at rock bottom pricing.

We harvest specifically in Monterey Bay, CA and then all the fish are shipped to Phu Quoc Island in Vietnam.  Mother Nature then does her work:  The fish are stored in wooden barrels in a tropical environment, essentially sweating the fish oil out of the fish cooking the fish.  We add sea salt to start the fermentation process to keep the fish from going bad, but just enough to slowly break it down. This process will take up to a year. The oil that comes out is our liquid gold, blended to perfection and bottled as quickly as possible.

As mentioned above, we feel it’s important to describe how large mass market competitors are bottling versus what we do.  The top fish sauce companies in the world are buying dead fish, powderizing them, and then adding chemicals and preservatives to simulate the taste of authentic fish sauce.  We wanted to do it the right way with proper fermentation, and we are proud to be going toe to toe with the largest fish sauce companies in the world with a superior product.

We compete on quality in every way possible.  From the way we naturally ferment our product with sea salt, to minimal processing, and also minimal ingredients that are in our fish sauce.  

Beyond just the fish sauce itself, we add yeast extract, stevia (natural sweetener), and natural flavor to ensure the taste stays consistent throughout the shelf life of our product. We wanted to achieve a taste that the mainstream consumers are used to experiencing in fish sauce.  

We prioritize quality in every step of our process, from natural fermentation with sea salt for 1 Year to minimal processing and clean ingredients. 

Comparison with Competitors:

- Son Foods: Uses real fish, naturally fermented, natural ingredients.

- Competitors: Use fish powder, chemicals, and artificial ingredients, leading to potential health concerns.

Our overall go-to-market strategy is to focus on 3 core revenue streams and not have all our eggs in one basket (or all of our fish in one barrel we would say!)

• Wholesale into retail stores in the United States.
• International customers, starting with Asia, Australia, and Europe.
• Ingredient wholesale for branded foods and dishes.

Originally based in Southern CA, we began shipping our product in the 3rd quarter of 2023, starting in local retail locations to test out our fish sauce.  We launched in 3 regions of Whole Foods (Southern California, Northern California, and Northeast)  Our brand is also in select natural stores in Southern California such as Bristol and other retail locations near where we started.

The velocity of our fish sauce has performed at 8 units per store per week at local Whole Foods, which is above the average fish sauce on shelf in these retailers.  Our product in these American retail stores are also out-selling Asian supermarkets.  This tells us the American palate is ready for our fish sauce and the sales velocities in California are reflecting this trend.

Having launched in local retail locations and local Whole Foods regions, we are in discussions with major retailers like Walmart/Sam’s Club, Krogers, and Costco for further expansion.

Costco, in fact, already utilizes our fish sauce as an ingredient for their own (private label) branded products, so we are looking to expand into more regions with our partnership.  EREWHON is another natural retailer, located in Southern California, that uses our fish sauce as an ingredient for many of their food & sauces that they sell .

In addition, our pending orders for 2025 and 2026 will be shipping not only to the United States, but also 3 other continents  in Asia, Australia, and Europe.  Anchovies are a delicacy abroad and we are excited to leverage this demand internationally. 

We also have secured $14.5M in contracts from customers throughout these different revenue streams through 2026.  We plan to start shipping these orders soon.

Due to the abundance of anchovies, we are seeing record-high margins based on our cost to harvest this fish and also produce it globally.  Currently, $1 of anchovies makes $16 of sellable Son Fish Sauce, so our margins including shipping, packaging, and distribution is over 50%.

Our business model, requiring a 50% down payment from customers, ensures strong cash flow and potential self-sufficiency without the need to continue to raise capital.

Although artisanally made, we are harvesting and making this product at industrial speeds, 50% cheaper than commercial brands you have been seeing on store shelves for years.  This puts us at an advantage for strong cash flow, margins, and increased spending on marketing to promote our product in stores.

We utilize the entire anchovy, turning waste into valuable products like anchovy salt for cooking, animal feed, & even fertilizers. This zero-waste approach supports sustainability and creates additional revenue streams.

We are sitting on contracts worth $14.5M, so with the capital raised via Wefunder, we will utilize this directly for growth and funding purchase orders.  Our margin is over 50%, so with these orders, we are expecting over $7.5M in gross profit before expenses. (Note: future financial projections can not be guaranteed).

We will invest significantly in marketing and brand building to educate consumers on how our fish sauce is different, both in how we make it, and the quality of our ingredients.

Overall, our capital will go towards marketing, operations, and funding future purchase orders to keep up with demand.

Son Fish Sauce is not just a business for our team, it's our heritage. And our future. We are proud of our Vietnamese cultural (and culinary!) traditions, and we are determined to keep them going, and thriving, for decades (even centuries!) to come!

We are excited for the future growth of our business, and the potential of the American Anchovy to become the next billion-dollar fish...

...And we're also delighted to invite our customers and community -- fish sauce lovers everywhere! -- to become investors and owners with us, on our voyage.