AJ Mandell joined the Fitz’s Fish Ponds team in 2020 and has quickly become a key force behind the growth of the company’s koi sales operations. After graduating from Elon University with a degree in Media Analytics, AJ stepped into a role that lets him blend creativity, data, and passion—all while managing EverythingKoi.com and leading farm visit experiences at the FFP Farm in Milford, NJ.

As Director of Koi Sales, AJ oversees the entire koi purchasing process for online customers—photographing and pricing each fish, uploading it to the site, and coordinating nationwide shipping. He’s also the go-to point of contact for customers and helps build lasting relationships through personalized service. With farm visits now open to the public, AJ has helped turn the Milford farm into a destination—offering a Japan-like koi buying experience right here in New Jersey.

On the marketing side, AJ leads social media, advertising, and video content across all platforms, including YouTube and Instagram. He combines his love for photography and videography with real business strategy—creating engaging content that helps spotlight FFP’s craftsmanship and koi offerings. Recent growth on social media has been especially rewarding and reflects the team’s efforts to push the industry into a more visible and exciting space.

AJ’s first trip to Japan was a major career highlight. Learning directly from top koi breeders and seeing their operations firsthand gave him valuable insight into the business. He’s brought that knowledge back to FFP—improving customer experience during farm visits and refining the way koi are selected, presented, and sold.

Whether he’s behind the camera, coordinating shipments, or welcoming a new customer to the farm, AJ brings energy and innovation to every part of his role. He’s passionate about growth, quality, and helping people find the perfect koi—and we’re lucky to have him leading the way.