Our Story

Our Story

About Peeler's

I grew up in Petersburg, Alaska, a small commercial fishing community of 3200 people in the southeastern part of the state. From the age of 7, I joined my family out on the Sierra Gale  crabbing for dungeness and seining for salmon.   

My dad has commercial fished for over 50 years which meant when I was growing up, it was our way of life. My mom would be at home taking care of my six siblings, while I was with my dad working day and night. But that’s life in Petersburg, and why I have such a deep love for my friends, family, fisheries, and communities across Alaska.

Our Mission

Authentic, Wild & Healthy Seafood

As a family-owned and operated business, we provide five-star, sustainably caught, wild Alaska seafood to Montana, Idaho, and North Dakota. After 20 years of commercial fishing in Petersburg, Alaska, I started this business to support the long-term sustainability of our wild fisheries, commercial fisherman, their families, and to bring the highest quality product to you.

Why Us?


We wake up everyday and drive to your local communities because we love people, and provide you with a healthy and locally sourced alternative that's not readily accessible at your local grocery store. It’s why for the last 7 years we have hit the road in our food carts to visit over 123 communities to deliver wild Alaskan seafood in person, and on a daily basis. Whether it’s at your local Farmers Market in the summer, or showing up in -30 degree weather in the dead of winter, you can count on us to be there. 


Problems We Face

When I stepped away from the boat to go to college I studied the challenges facing Alaska’s wild seafood industry. I learned about fish farming, seafood fraud, and the proposed Pebble Mine in Bristol Bay. I realized there needed to be greater accessibility to wild seafood and education to help bridge the gap between the fisherman and consumers. I want to help everyday Americans understand where their seafood comes from so in the long-run we can maintain the long-term health of our wild fisheries for future generations.  

The Solution

Trust & Quality

Our customers want more trust, they want higher quality products, and the current corporate system makes it extremely challenging for commercial fisherman to get premium seafood directly to consumers. That’s the problem we are trying to solve everyday.  

I do everything I can to offer the best competitive wild seafood prices in the US, Next to the largest supermarket chains and other Alaskan seafood providers. We prioritize paying our commercial fisherman more fairly, and can still get our customers the quality product and information they deserve. It's more work, but it’s what our fisheries and industry needs.

How It Works

Where We Fish

Our commitment to sustainability extends beyond words; it’s woven into the fabric of our operations. I partner with my family, and childhood commercial fishing friends in southeast Alaska who share my values, prioritize responsible harvesting practices, and minimize environmental impacts. We work directly with many commercial fishing vessels to bring the highest quality seafood to your home community. 

Community Based

Montana <3

Whether it’s in Petersburg, or across small communities in Montana, Idaho, and North Dakota, we show up. In 2023, we drove over 150,000 miles to 123 rural communities to deliver nutritious, premium and wild-sourced seafood. 

If you grew up like I did, hard work is second nature. For our team, spending time on the road is about building real relationships, and in order to do that, you need to show up. I graduated from the University of Montana, where I was lucky enough to travel across the state and meet people from all walks of life. After graduating with a business degree, I kicked off “Peeler’s Wild Alaska Seafood” in 2017. I couldn’t afford to open a brick and mortar shop, so I did the next best thing. I started converting cargo trailers into mobile storefronts.

My Family

For Future Generations

When I first started, I could barely sell enough wild seafood to put food on my own plane. I spent every dollar I made commercial fishing for six to eight months purchasing fish to sell on the road. I would go completely broke, and then that would motivate me to dedicate everything I had to making this dream come true.

My wife was with me from the very beginning, sleeping with me on my freezers in the carts, struggling. She's been supportive through all of it. I want to have my kids be proud of me and show 'em that you don't have to be the same as everyone else to make an impact. At the end of the day, I'm just extremely grateful and appreciative for everyone I've had the privilege of meeting throughout the years. Without you, we wouldn’t have the same opportunities we have today.

Sincerely, Max Peeler

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