Our Story
A Story About Quality
By Marie Rose, Co-Founder
In 2016, I was working as an activist for Salmon Beyond Borders, a non-profit that aims to protect transboundary rivers between Canada and the United States. The goal of this work was to preserve Alaska’s pristine salmon runs and the jobs that rely on them. While based in Juneau I met two fisherman, Joe Emerson and Keith Heller. Together, we had an idea.
And this idea was built with a strong purpose in mind: increase access of high-quality wild Alaska salmon and seafood to consumers in the United States while being environmentally responsible for how we catch and deliver our fish to you. Our company started small, launching at a farmer’s market in Detroit. Today we are prouder than ever to supply our wild Alaska salmon and whitefish to over 50 stores while also selling direct to consumers’ all over the United States.
Our Founders
Marie Rose, Manager of Marketing & Sales
Keith Heller, Dock Manager & Fish Buyer
Joe Emerson, Fisherman and Captain of the F/V Tommy L II
Our Inspiration
The National Oceanic and Atmospheric Administration (NOAA) estimates that 70-85% of seafood consumed in the US is imported. Why does the US import so much seafood when we have access to some of the most nutritious wild fish stocks right off our coasts? The reality is that a large portion of imported seafood is caught by fisherman in the US, exported halfway around the world for processing, and then reimported. That doesn’t make us feel better about the quality of seafood that ends up on our plates. We believe the nutritious wild seafood that thrives off our Alaska coastline should be protected, caught, processed, and sold in the US…so we decided to do just that.
Our Beliefs
Quality– Today, a lot of fish that ends up on our plates has been farmed in aquatic cages. We prefer wild caught fish because of its high quality and nutritious content. However, we go a step further. Not only is our fish wild caught in Alaska, it’s done so with a hook and line method (also known as trolling). This enables us to pull each fish from the water, clean it, and pack it with ice one at a time. Our care for the salmon down to the individual fish is what makes our product the highest quality fish you can find. And did we mention that less than 10% of all Alaska salmon is troll caught? This means that we are providing our customers the highest quality Alaska salmon possible!
Transparency– We are a small company that is taking more control of the supply chain. We know the fisherman who catch our fish. We know the waters that they come from. And we know how our fish is filleted, frozen, and delivered to your doorstep. Can your local grocery store tell you the same information?
Sustainability & Environmental Responsibility
Sustainable Fisheries: We agree with the following definition: Sustainable wild seafood is seafood that is responsibly managed to exist long-term without compromising the survival of the species or the health of the surrounding ecosystem. Unlike many states in the US, Alaska lays out a framework to manage renewable resources like salmon and gives the Alaska Department of Fish and Game the authority and responsibility to “manage, protect, maintain, improve, and extend the fish, game, and aquatic plant resources of the state in the interest of the economy and general well-being of the state.” Furthermore, in 2000, Alaska adopted the Policy For The Management Of Sustainable Salmon Fisheries which clearly sets the policy goal to “ensure conservation of salmon and salmon’s required marine and aquatic habitats.”
Reducing Bycatch: The way we fish is an important part of who we are. We use a hook and line harvesting method known as trolling. We believe this is environmentally responsible and more sustainable than all other wild harvesting methods because it minimizes harm to the underwater ecosystem and prevents bycatch to the largest extent possible.
Compostable Packaging: We want to reduce landfill waste and prevent plastics and other debris from making their way back to our oceans. We are currently in the process of altering our packaging to a more sustainable option by using GreenCell Foam. This packaging is made from US-grown corn, is certified compostable, and can even be dissolved in a sink for safe and easy disposal. 5 lb orders are now available with GreenCell packaging.
Fair Pay for Fisherman– We know how hard fisherman work to put wild seafood on our plates. So we compensate them by paying above average dock prices for their fish. At the same time, we have built relationships with the fisherman that take care of their catch. We believe these stewards of high-quality Alaska salmon should be paid more for their premium fish.