June 7, 2013 — The first ever annual Sustainable Seafood Week has taken place in New York City. During the week, Village Fishmonger and Future of Fish hosted an exclusive hospitality industry round table at the Institute of Culinary Education to spark dialogue around how sustainable seafood – or “story fish” – can accelerate brand value.
Matthew Quetton of Future of Fish kicked off the roundtable by linking the disruptions happening in the seafood supply chain with what took place in the music industry a few years ago.
The digital music revolution allowed emerging, niche and alternative artists to get their music in front of audiences. The same, he argued, is happening to fish. Through what Mr Quetton coined “story fish” producers and fishers are able to add value to their product by telling its story and hence creating a deep sense of connection between the customer and the fish. This process – often referred to as the wineification of products – has played itself out for other commodities like coffee and chocolate over the last decade to some benefit to the farmers.
Chef Evan Hanczor, at Brooklyn’s Parish Hall restaurant, spoke in favor of trust and close personal relationships in the supply chain to ensure that the “story-fish” makes it to the menu. “It is straight from the sea to the table,” he said. “My middle man knows the fishermen personally, and is able to tell me exactly what today’s catch is and bring it to the restaurant.”
Another, more technology based approach, was offered by Keith Flett of Open Ocean Trading who said his system would “replace trust with accountability through legally binding forward contracts”. His company has developed an online trading platform connecting the fishers directly with large-scale purchasers, like institutional buyers and retailers.
Read the full story at The Fish Site