12 Tides was founded by lifelong ocean conservationist Pat Schnettler. Pat grew up in an ultra-conservationist family; his mom spent her career at the Nature Conservancy while his sister works at the National Marine Fisheries Service. After graduating from college and through his love for the ocean, Pat found his way into the aquaculture industry. He spent time commercial fishing in Alaska, shrimp farming in Indonesia, and aquaculture processing in Europe. Through these experiences, Pat witnessed firsthand the harmful and unsustainable practices in the seafood industry. Shocked by his discoveries, he began to think of ways he could alleviate the negative impacts of the global food system on the ocean. Searching for foods that were sustainably-produced, nutritious, and simultaneously supported a healthy ocean ecosystem, Pat identified kelp — grown on regenerative farms with zero inputs — as his hero ingredient.

Pat got to work and hired a chef in San Francisco to formulate 12 Tides’ first line of products: organic puffed kelp chips. He established relationships with small-scale regenerative farmers in Maine and began developing a compostable pack for the snacks. In 2019, Pat began selling at farmer’s markets in the Bay Area, continuously collecting feedback to refine flavor and taste. Despite delays due to the COVID pandemic, 12 Tides officially launched in retail stores in November of 2020. Through their tasty and ocean-friendly snacks, the 12 Tides team — a Certified B Corporation and a member of 1% for the Planet — is showing the world that everyday food and lifestyle choices can have significant impacts on the ocean.