Buy and Sell at Auckland’s

Premier Seafood Auction

Welcome to the Auckland Fish Market Auction, the leading marketplace for trading the freshest seafood. Whether you are looking to buy the freshest catch or seeking a trusted platform to sell your fish, our auction system is designed to facilitate seamless and efficient transactions for all your seafood trading needs.

How It Works

Experience the efficiency of our electronic auction system, which offers precise and transparent transactions.

The seamless operation runs as a Dutch Auction which means the fish is offered at a set maximum price, which is incrementally lowered by a clock until a bid is made. Whoever places the first bid wins the auction, provided the bid is above the auction’s reserve price.

Each morning, the auction opens with a viewing period starting at 5am, allowing you to inspect the variety and quality of seafood available.

Bidding kicks off at 6am sharp, with options to participate both online and on-site, so you never miss out, no matter where you are.

Get Started as a Buyer

  • Freshness Guaranteed: Buy from a wide range of fresh fish and seafood.
  • Pre-purchase Inspections: Assess product quality firsthand before you purchase.
  • Fair Bidding System: You only buy what you want at the price you are willing to pay.
  • Efficiency: Our electronic auction system lets you purchase seafood in the simplest and fastest way possible, allowing you to get back to your business.
  • Convenience: We have a wide variety of seafood products from multiple suppliers under one roof, saving you time.
  • Extra Benefits: Enjoy plenty of parking, loading facilities, and online bidding for added convenience.

Become a Buyer: Contact us by phone (09) 8863249 or by email AFMAuctionOffice@sanford.co.nz

From there, we will send you a pack containing a registration form and a comprehensive guide to the auction process to get you started.

Join Us as a Supplier

  • We carefully vet all our suppliers to maintain high standards of quality and sustainability.
  • Suppliers can easily register with a fishing permit and GST number. We are dedicated to supporting small fishers and maintaining compliance with MPI regulations, providing a seamless integration into our auction system.
  • Access a wide network of buyers, expanding your potential market beyond local buyers.

Become a Supplier: Contact us by phone (09) 8863249 or by email AFMAuctionOffice@sanford.co.nz

We will provide you with a pack that includes a registration form, detailed requirements, and relevant information to facilitate your onboarding.

Contact Us

To learn more or for general enquiries, contact the Auction Team by phone (09) 8863249 or by email AFMAuctionOffice@sanford.co.nz

Frequently Asked Questions

What are the operating hours of the auction?

Our auction facility is open Monday to Friday from early morning to ensure the freshness of the catch. You can view the fish and seafood prior to the auction from 5am to 6am, allowing you to inspect the quality and variety available. Bidding commences at 6am sharp.

Who can bid at the auction?

Any New Zealand registered business with a vested interest in seafood is welcome to reach out regarding an application to become a buyer. There is no minimum limit on what you can buy (from 1 plastic bag with a single fish to multiple tons). We have improved the account setup process, which typically takes between 1 to 2 working days. If all the required documents are correct and received early, your account can be ready the same day.

Can I supply my fish to be sold at the auction?

Any fisher with a fishing permit and a GST number can set up an account to supply fish for the auction. We comply with all the regulations from the Ministry of Primary Industries (MPI) to be a Licensed Fish Receiver (LFR) and provide support to new fishers/small companies to ensure the fish is fresh and of high quality. To set up an account, we require completion of a registration form along with additional documentation (fishing permit, vessel registration, bank account, GST registration). Similar to buyers, if all documents are correct, the account can be set up within the next 2 working days (as we conduct background checks through Fishserve).

How fresh is the fish?

Our daily catch from most suppliers is less than 12 hours old. We also offer some fish caught a little older at a reduced price, depending on the supplier.

What types of fish and seafood are sold at the auction?

We have access to a wide range of species, including popular ones like Snapper, Tarakihi, Gurnard, Grey Mullet, Kahawai, and more. Our supply is consistent, and depending on volumes, we offer a wide variety of options and prices.

How do I know what is available for auction the next day?

We send out a text the night before the auction outlining what we are aware is coming in. What is available for auction is accessible on the AFM online portal from 5am.

Are there online bidding options available?

All buyers have access to an online account for the auction. This service allows them to log in, bid remotely, and pick up the fish at any time between 6am and 2.30pm on the same day. We ensure the fish is iced down to maintain the freshness of the product.

Are there any additional services available for buyers in the auction?

  • We offer delivery options within Auckland and across New Zealand for product purchased, with freight costs depending on the volume purchased and covered by the buyer.
  • What You See, What You Get: As a buyer, you can walk through the floor before the auction starts and inspect the available product to ensure you get the best quality, like a beautiful bin of Snapper caught 2 hours ago.
  • The nature of the auction allows equal access to products for all buyers, eliminating queues.

Did You Know?

  • Frozen Wholesale Shop: Visit the Sanford and Sons Frozen Wholesale Shop located within the Auckland Fish Market, stocked with quality frozen fish and seafood, all available in bulk at affordable prices. Open from 7am daily.
  • Ice Plant: Wholesale ice is available to buyers, suppliers, and the public as required. Operating hours are Monday to Friday from 4am to 2pm.