Jess Taylor on Shucking Success: Building a Seafood Destination from Scratch
In this episode of the Post Shift Podcast, I had the pleasure of sitting down with Jess Taylor, founder of Shuck Taylor’s in Victoria BC. His story isn’t just about oysters and shellfish—it’s about community, craftsmanship, and scaling a brand that feels as genuine as the tides.
From Tide Pools to Tables: Origins of Shuck Taylor’s
Jess’s connection to the sea runs deep. Growing up on Vancouver Island, the ocean was always more than a backdrop—it was part of the rhythm of life. When he founded Shuck Taylor’s, he leaned into that heritage: sourcing local shellfish, building relationships with harvesters, and making sure the story behind every shuck hits the table. The origin isn’t about novelty; it’s about doing right by the land and sea.
Brick & Mortar with Purpose
Shuck Taylor’s isn’t just a seafood shop—it’s a neighbourhood anchor. Jess spoke about the intentional decisions behind the physical space: how it was designed to feel inclusive and accessible, not pretentious. From the oyster bar layout to the way staff engage with guests, every touchpoint carries authenticity. The goal wasn’t just to sell oysters—it was to invite people into a space that celebrates freshness, connection, and a shared love of local sourcing.
Menu Crafting & Product Integrity
One of the key parts of our conversation centered on how Jess approaches menu design. He treats every oyster, every shellfish variety, every side or garnish as part of the narrative. Quality and consistency are non-negotiable. He walks the careful line between honoring classic flavours and offering something that surprises—whether that’s a new way to shuck, pairing ideas, or limited seasonal shellfish that reflect changing tides.
There’s also a business lesson here: knowing your supply chain, being transparent with sourcing, and ensuring that every product arriving in your shop meets a threshold of freshness and ethical harvest. That kind of reputation takes time to build—but once established, it becomes a foundation for customer trust and brand loyalty.
Social Media, Branding & Community
Jess’s work with Shuck Taylor’s shows what it looks like when branding is aligned with values. On social media, the visuals are clean, the stories are local, and the tone is humble. You’re seeing the waters, the harvesters, the process—not just the final plate. That transparency invites folks in, builds trust, and turns customers into advocates.
He also shared how essential it is to be consistent with your voice: what you post, how you respond, how you let people into your process. The community around shellfish and seafood is passionate; people notice integrity. Jess leans into that—not as a marketing gimmick, but because it’s deeply part of how Shuck Taylor’s shows up.
Scaling All the While Staying Grounded
Growth brings temptation: cut corners, chase trends, expand beyond sustainable supply. Jess addressed the tensions that come with scaling a food/seafood business: managing supply, maintaining quality, sustaining brand promise, and ensuring that growth doesn’t dilute what made it beloved in the first place.
He shared strategies for scaling while staying grounded: building dependable partnerships with harvesters, rigorous standards for product, investing in staff who share the values, and always listening to your customers. It’s not an easy path—but it’s one that, if walked well, makes a difference.
What’s Next for Shuck Taylor’s
Looking forward, Jess has big but thoughtful plans: exploring expanding product lines, enhancing the oyster bar experience, maybe even branching into more events, collaborations, or outreach that tie back to conservation and ocean health. His vision is growth that’s both responsible and rooted in place.
Why This Episode Matters
Whether you’re in hospitality, food retail, branding, or just love oysters, there’s a lot to learn from Jess Taylor:
How to build brand authenticity from supply to service
How to use your physical space as part of your brand story
The power of transparency in social media and sourcing
And how to grow without losing what makes you special