Our Story

From a Paper Round to a Passion for Fish — The Story of LBSCo

LBSCo was born out of lockdown in 2020, but the story behind it goes back much further

All the way to a young Simon Baker, a 14-year-old finishing his Saturday paper round and standing in awe as the local fishmonger set up shop in north-west London.

What started as a week of work experience (earning a grand total of £25!) soon turned into a Saturday and holiday job that lasted five years. But that was just the beginning.

Simon’s love of all things fish runs deep

— from those first sea fishing trips with his dad at the age of 10 to training as a fishmonger in his late teens.

He went on to master the art of home-smoking fish and achieved recognition as an accredited Fishmonger with the prestigious Master Fishmongers' Standard.

Fast forward to today, and Simon is at the helm of LBSCo, combining a lifetime of passion with a thriving business.

At LBSCo, it’s not just about selling fish

— it’s about sharing the joy of truly fresh, high-quality seafood and the stories behind every catch.

“What I love most,” Simon says,
“is the sheer unpredictability of it all — you never know what’s going to be landed each day. One morning it’s gleaming wild sea bass, the next it’s the sweetest hand-dived scallops.

It means there's always something new to try or an old favourite to fall back in love with.”

Mastering the Craft — Simon's Recognition with the Master Fishmongers' Standard

In early 2021, Simon earned his Recognised Fishmonger certification from the prestigious Master Fishmongers' Standard (MFS) — a mark of true dedication to both his craft and the future of sustainable fishing. The certification isn’t handed out lightly. It requires a solid understanding of the fishing industry, alongside a hands-on, assessed practical presentation. Simon’s assessor had this to say:

"Simon is very competent in his knowledge and skills — in fact, much of his work reflected an advanced level, beyond the tier he was applying for. His preparation area was clean and tidy, and he used the correct tools for each task.”

Passionate about fish, the environment, and preserving the heritage of the fishmonger trade, Simon’s MFS certification highlights his professional excellence and commitment — not just to delivering top-quality fish, but to supporting sustainable practices and the health of our oceans.