You might spot one of John Sharland's seven delivery vans on the streets and never link it to his wholesale seafood distribution business, Endeavour Foods.
After all, the vans display no name or phone number - only an illustration of King Neptune clutching his trident.
Mr Sharland accepts some people find it bizarre he doesn't seek publicity for his business.
"They could not get their head at all around the fact I did not put my name on the trucks," he said.
"But I'm thinking more about the long term of the business than a pat on the back. The last thing I want is people seeing the truck, seeing the name and thinking 'I'll give them a call when I need some prawns or something'. We have too much to do without knocking on doors and trying to undercut other people in the industry to try and win business quickly. We will not do it."
It's the antithesis to how companies are supposed to act but it doesn't fit with Mr Sharland's business model. He values continuity of supply, integrity and consistency above all.
And in the "chaotic" world of seafood, as he describes it, where supply depends on nature and seasonal variability, the former British fisherman favours keeping customers happy over the chase for more sales.
"We supply some key retailers and our forte is the premium chef," he said. "But it could be a tavern that wants to get some good local product. We do a broad spectrum."
Take the Rottnest Island scallops he sources from boutique producer One Sea. So highly rated are these scallops that in July they won best product out of 3000 across Australia in the Delicious Produce Awards.
The delivery of these scallops underscores his emphasis on freshness. During season, the scallops can be unloaded at Fremantle and distributed by Endeavour to customers within four hours.
"Basically, it can be caught overnight and on a menu of a restaurant for lunch," Mr Sharland said. "The only issue we have is that it's so popular we can only scratch the surface in regards to supply."
It's this inability to meet all the demand for premium seafood that means he's comfortable with keeping a low profile.
"There are still chefs and businesses in this small industry who don't know who we are because we do not knock on doors and say 'Look who we are, look at what we do'. It's just not what we do," he said. "From day one, we haven't done any advertising at all."
But that hasn't stopped Endeavour Foods, which he established in 2001, growing to become a multimillion-dollar business with a staff of 23 and a South West depot as well as its headquarters in Hamilton Hill.
Nor did it stop Endeavour winning the award for large business in the WA Seafood Awards of 2013.
Endeavour Foods is an avid supporter of the Gold Plate awards but it comes as no surprise to discover its owner is as reluctant to big note his involvement as he is to promote his company."We're a bit coy," he said. "A bit shy at this end . . ."