"If he knows that “pirating” (as illegal fishing is called) is big with a certain species, he won’t sell it at all. (Thus, no yellowfin.) And he is insisting that suppliers sell him only fish that can be traced — individually — through bills of lading and bar codes."
Having seriously researched starting a similar business, I know Reed has bitten off a major task. I wish him the best. Marrying sustainability to the profit motive (and remaining faithful to both) is a key component of saving the seas and the planet.
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