About Us
Sustainable Reef Keeping in Practice
Reliable Gear, Responsible Propagation, Improved Survivability
RareFish draws inspiration from the Banggai Cardinal (Pterapogon kauderni) as a symbol of what sustainable reef-keeping can achieve. Paradoxically, while the species is threatened due to heavy harvesting in Indonesia, its mouth-brooding behaviour makes it one of the easiest marine fishes to propagate in captivity—surely we should be breeding rather than collecting.
RareFish serves reef-keepers who value ecological responsibility and long-term success. We focus on reliable equipment, high-quality consumables, and sustainably propagated corals and livestock to reduce losses and lessen pressure on wild reefs—the very ecosystems we strive to replicate at home.
Mission Statement
To promote sustainable marine aquarium management by providing premium, reliable equipment, sharing nearly two decades of practical expertise, and prioritising aquacultured livestock. We are committed to reducing reliance on wild collection through responsible propagation, better husbandry, and practices that maximise the long-term survivability of marine organisms in captivity.
Simon Hudson-Peacock
Founder
Meet Simon, Our Founder
Simon has been fascinated by aquatic life since childhood, from collecting water bugs in jars to keeping tropical freshwater fish. He set up his first marine aquarium in 2004 and became deeply engaged in the challenge of keeping sensitive marine organisms alive and thriving in captivity ever since.
He is a passionate diver and has been privileged to dive many of the world’s coral reefs. That direct exposure makes it impossible to ignore how fragile these ecosystems are—and how extraordinary their beauty and biodiversity can be. This experience reinforces his belief that the marine aquarium hobby has a responsibility to reduce pressure on wild reefs through better husbandry and propagation.
After a successful career in financial services, Simon founded RareFish in 2017. He uses, understands, and believes in the equipment he sells, and has a strong appreciation for what customers actually need to succeed in the hobby.
Our Approach to Livestock
Our approach to livestock prioritises sustainable aquaculture over wild collection, starting with legally imported, commercially sourced parent colonies. These broodstock corals are maintained in stable systems and fragged responsibly to produce multiple healthy new colonies, reducing pressure on natural reefs. Such corals are often have a better survivability due to their prior exposure to artificial environments.
The focus is on hardy species that propagate easily, allowing sustainable production and accessible pricing. By favouring corals suited to fragmentation and avoiding those with poor outcomes, this approach creates a low-impact, circular supply model that supports reef conservation and improves long-term success for hobbyists.
ReefWise Insights
Discover our curated selection of featured sustainable reef-keeping solutions. From cutting-edge hardware and accessories to eco-friendly coral supplements and efficient aquarium maintenance tools, RareFish offers everything you need to support the health of your marine ecosystem. Embrace your responsibility in preserving reefs for the future while enjoying an extraordinary hobby.
