Customers receive a picture message and can then call their nearest M&J Seafood depot to place an order by using a 'click to call' button within the message. The message will show an image of the fish landed and give information about its provenance.
Brakes recognised that mobile technology was increasingly important to businesses, said Eroll Chimanga, Brakes Group's e-commerce manager. "We are pleased to be able to deliver a UK first for a wholesaler with this."
M&J will encourage customers to sign up by advertising the service on posters, websites and flyers.
Meanwhile, M&J said it had seen a 62% increase in volume sales of gurnard, after Hugh's Fish Fight aired in January.