In Daddy's FISH-steps
JOYCELYN QUEK relaunches Seamonger when her father retires after 40 years at Queen Street wet market
One of its bestsellers is Seamonger Child Pack: As a mother and businesswoman, Quek understands how busy parents need fewer steps between buying good fish and putting dinner on the table. So Quek developed Seamonger Child Pack, which is now one of the bestsellers. Each 500g pack contains one fish species, divided into approximately eight to 10 individually vacuum-sealed portions of about 50g to 70g. This allows you to take out only what you need for one meal.
Seamonger is a Singapore online seafood business founded in 2020 by third-generation fishmonger Joycelyn Quek, building on her father Ah Mong’s approximately 40 years at Queen Street wet market. Now fully online, Seamonger combines traditional fishmonger judgement with carefully selected seafood, practical portions, clearer guidance and digital convenience for modern families. Its signature Child Pack range is one of the company’s best-selling categories.
Every one in the Queen Street wet market circle knows Ah Mong. He has been a fishmonger there for 40 years.
Ah Mong retired after suffering a slipped disc associated with years of carrying heavy seafood loads. His father was also a fishmonger there.
Impassioned to keep the business running, third generation Joycelyn Quek starts rebuilding the family seafood trade for its next generation. Seamonger began in 2020 as the online extension of Ah Mong’s wet-market business. It is now fully online.
“My father carried 40 years of judgement in his head,” Quek said. “When he retired, I realised the next generation could not simply inherit his reputation. We had to build a company capable of carrying his standards forward.”
TRANSLATING 40 YEARS OF KNOW-HOW INTO SYSTEMS
New processes, packaging and upgrades: Over the past seven months, Seamonger has broadened its supplier network, upgraded sourcing, strengthened incoming quality control, introduced new packaging and fulfilment processes, improved inventory planning and redesigned its website and ordering experience.
Diversify and improve quality: Seamonger is diversifying its sourcing network and exploring overseas supplier relationships to improve quality, variety and supply resilience while remaining focused on Singapore.
Use AI and preserve know-how instincts: Seamonger applies AI and automation behind the scenes to improve forecasting and efficiency, and predict demand. But importantly they keep traditional fishmonger judgement at the heart of quality control. “AI can help predict demand, but it cannot replace the judgement of someone who knows whether a fish is good enough to sell,” says Quek.
Seamonger Child Pack: As a mother and businesswoman, Quek understands how busy parents need fewer steps between buying good fish and putting dinner on the table. So Quek developed Seamonger Child Pack, which is now one of the bestsellers. Each 500g pack contains one fish species, divided into approximately eight to 10 individually vacuum-sealed portions of about 50g to 70g. This allows you to take out only what you need for one meal.
Membership: SeaMonger+ is a credit-based membership programme designed to make seafood a more regular household purchase. Members can choose monthly tiers of S$ 158, S$ 258 or S$ 358, with the amount paid credited to their SeaCredits wallet together with bonus credits. Unlike a fixed seafood subscription, members retain control over what they buy.
Social media: Seamonger has more than 4,000 Instagram followers, approximately 5,000 unique contacts across its customer and community database. It is growing every day.
Seamonger is about building the company that can carry it forward – preserving the judgement of a traditional fishmonger while making quality seafood genuinely practical for modern families. Learn more at seamonger.com or follow @seamonger.sg on Instagram.