Celebrity chef Heston Blumenthal is set to become a stakeholder in NSW-based inland aquaculture enterprise Murray Cod Australia.
Murray Cod announced on Monday a company associated with the Michelin-starred Blumenthal and his Fat Duck group will become a shareholder through the issue of 1.5 million fully paid ordinary shares.
The value of the deal was not given, although Murray Cod Australia's ASX-listed shares were worth 15.5 cents before trade on Monday - more than double their 6.1 cent of a year ago.
Mr Blumenthal has separately signed a five-year deal to be an advocate for Murray Cod's pond-grown Aquna Sustainable Murray Cod on social media and at industry events.
"He will also provide assistance and advice with menu and product development," Murray Cod said in a release to the ASX.
Blumenthal is the chef patron of several acclaimed restaurants in Great Britain, including the three-Michelin star The Fat Duck
Murray Cod chairman Ross Anderson said Blumenthal's involvement would further their product as a luxury food brand.
"Heston's imaginative and inventive ideas will extend to menu and product development and will mesh perfectly with the innovative ethos of the team at MCA," Mr Anderson said.
In a release, Mr Blumenthal said he was delighted to be on board.
"The innovative way they have created a luxury fish product by combining natural processes evolved over millions of years with cutting edge technology aligns with the way I approach food and cooking, resulting in fantastic quality," Mr Blumenthal said.
The company announced in April it would use funds from a $6 million placement and share purchase plan to support demand-driven expansion plans at its operations in the NSW Riverina.