Case Study by Response Business Finance

A Passion Not Just by Name, but by Nature

Published On: February 25, 2026

“First class… A truly professional service with exemplary support. A company who wants to actually build a professional relationship.”

The Goal:

Mike Warner doesn’t do things by halves. As chairman of the Shellfish Association of Great Britain, founder of A Passion for Seafood, and co-founder of Quay Connections with award-winning food columnist Jenny Jefferies, he had a clear vision: transition from wholesale trade into full-time consultancy, media, and education.

Mike’s commitment to working with local fisheries and local people isn’t a marketing strategy. It’s just how he operates. His business is rooted in community, built on trust, and driven by long-term sustainability rather than short-term gain.

To make the transition work and capitalise on growing demand, Mike needed funding to:

  • Get working capital for new business and organic growth
  • Move from wholesale supplier to full-time consultancy, media, and education
  • Find a facility that wasn’t restrictive and could handle seasonal revenue trends
  • Work with a funding partner who actually understood passion, not just spreadsheets

Challenges:

Mike faced the same challenges as the businesses he supports – and traditional lenders just didn’t get it.

Short Trading History:

The consultancy and media side of things was relatively new, and most lenders want years of track record before they’ll even talk to you.

Unproven Affordability:

Without an established financial record in consultancy, proving affordability to conventional lenders was tough.

Seasonal Cash Flow:

Here’s the problem: wholesale suppliers want paying upfront, but customers operate on lengthy credit terms. That gap between paying out and getting paid? It hurts.

Long-Term Strategy:

Mike didn’t want a quick fix. He needed a sustainable funding partnership that would support real growth.

Values Over Algorithms

Finance partners these days love to talk about being “data-led, driven by algorithms, dashboards and decision trees.” But they don’t measure passion. They don’t get what drives people like Mike.

We believe in doing things differently.

What We Did:

We’re not like other brokers. We get it. Our team sat down with Mike, listened to what he actually needed, and put together a funding solution that made sense:

  • Unsecured Loan Facility: To help Mike make the jump from wholesale trade into full-time consultancy, media, and education
  • Private Equity Investment: Backing for long-term business development
  • Long-Term Prosperity Strategy: A proper plan to reduce the initial facility as the business grows, so it becomes fully sustainable
  • Wider Industry Partnerships: Opening doors to the fisheries sector for education and training opportunities
  • Ongoing Support: We’re here for the long haul, acting as a sounding board whenever Mike needs it

We’re genuinely passionate about Mike’s success. We share his commitment to helping the community, and we’re proud to support his journey: from book publications and celebrity partnerships to media releases and those brilliant cooking videos promoting British seafood.

Results:

The funding solution meant Mike could:

  • Actually make the business transition happen, following his passion for consultancy, media, and education
  • Grow revenue and gain traction in a tough marketplace
  • Keep supporting the #Fish24 campaign and other industry initiatives
  • Meet increasing commitments without cash flow getting in the way
  • Build stronger partnerships with local fisheries and businesses
  • Put together a proper long-term plan for sustainable growth

Mike’s now scaling operations efficiently, continuing his vital work showcasing British fishing. He’s proving that both wild-capture and farmed fish can be sustainable and regenerative, and he’s got the funding in place to keep doing it.

In The Media

Mike’s work with A Passion for Seafood and the #Fish24 campaign has been featured across industry publications, highlighting his commitment to British fisheries and sustainable seafood.

Client Feedback

“First class, bespoke personal service, with maximum integrity and an excellent understanding of business strategy — not just accounts.

A truly professional service with exemplary support. A company who wants to actually build a professional relationship. A refreshing attribute in today’s world.

Their advice, understanding and commitment to a solution has been sincere and outstandingly professional. I would recommend Response Business Finance to any business who wants a partner that will actively listen rather than just look at credit scores.”

Key Contributor: Mark Squires

Client Recommendation

“Response Business Finance gets it. Business isn’t just about numbers. It’s about passion, community, and sustainable growth. Their support has been brilliant in helping me transition into consultancy and media, so I can keep doing the work I’m passionate about in supporting British fisheries.”

Connect with Mike Warner

Follow Mike’s work supporting British fisheries:

Response Business Finance is an FCA-regulated broker supporting UK SMEs with business finance. Facing challenges with cash flow, working capital, or growth funding? Get in touch and let’s talk.

Mark Squires

Managing Director 

Mark Squires is a seasoned professional with a passion for transforming how businesses access finance. As the founder of Response Business Finance (RBF), Mark leads a boutique commercial brokerage built on the principles of sensibility, ethics, and proactivity. His vision is simple yet profound: to make commercial finance personal, offering tailored solutions that empower SMEs to thrive.

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