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12 Tides

A sustainable snack brand creating puffed kelp chips that support our ocean ecosystem.

  • Clean Ingredients
  • Sustainable Practices
  • Ethical Production
  • Giving Back
FOUNDER Pat Schnettler
HEADQUARTERS San Francisco, CA
12 Tides

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Behind the Brand

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.

Meet the Maker

What has been your most unforgettable moment (good or bad) while building your company? - +

There have been some funny mishaps along the way. We used to manufacture our chips in a shared kitchen space and I could only reserve the space from 11pm - 4am. One night the fire alarm went off the entire time. That was certainly unforgettable! Other than that, building a team of people who are passionate about protecting our oceans has been immensely rewarding!

What is your favorite thing to do in your free time? - +

In my free time, I love diving, surfing, hiking and spending time with my family.

What is an essential part of your daily routine? - +

Running a startup can mean a lot of long days. For me, it’s essential that I force myself to get outside every day and enjoy a nice run.

What is your biggest pet peeve? - +

When I see ‘Wild Caught Atlantic Salmon’ on a menu. There is no such thing!

What is one thing most people don’t know about you? - +

I’m allergic to sunscreen!

What do you want to be remembered for? - +

I hope 12 Tides will be remembered as a company who stuck to their values of creating a better food system for our oceans!

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