International ‘fishfluencer’ to address AQNZ conference
International social media content creator or ‘fishfluencer’ James Sibley is a keynote speaker at the 2025 Aquaculture New Zealand conference being held 8-9 October in Nelson.
A self-confessed fish nerd and Omega-3 enthusiast, James uses science-based storytelling to educate the public about how seafood farming works, showcase innovations, and counter misinformation around aquaculture.
He is one of aquaculture's most recognisable voices on social media with over 400,000 followers on TikTok, tens of thousands (and growing) on Instagram and over 220 million views across his channels.
James runs Sibley Media, and under @Sibleyaqua he produces videos for TikTok, Instagram, LinkedIn, YouTube and Meta, along with articles, and podcast appearances.
He uses his entrepreneurial spirit and excellent communication skills to showcases innovative, cutting-edge aquaculture operations to a global audience. His work builds confidence and sparks intrigue in fascinating aquaculture practices.
Originally from the Boston area, USA, James studied genetic biology, but after graduating in 2023 he began working as an advocate focused on aquaculture.
He joined Mowi, the world’s largest supplier of farm-raised salmon, and in mid-2024 moved to Scotland to spend a year with Mowi Scotland and Salmon Scotland full-time as a content creator, focussing on aquaculture in Europe.
James is in New Zealand at the invitation of Aquaculture New Zealand and The New Zealand King Salmon Company. As well as addressing the 2025 AQNZ conference, he will also take an independent roadie visiting a selection of South Island aquaculture farms and facilities.
The Hon. Minister Shane Jones will officially open the two-day conference, which is attended by over 500 delegates. The 2025 theme is Fast Tracking Aquaculture, and the sessions will traverse a range of topics including growing leadership and workforce, innovation and growth, sustainability and resilience, and finfish and shellfish presentations.