Profiles In Fishing

What does the word "sustainable" mean to you?

The concept of sustainability is at risk of turning from "green" to beige: becoming bland and all things for all people. Everybody wants it, whatever "it" may be. "Natural"? "Organic"? "Nice." In its simplest sense, the word "sustainable" describes a practice or policy that maintains the conditions on which it depends. But "maintenance" smacks of status quo and lacks the vitality that attracts entrepreneurs like me. For sustainable to be maintainable, I believe that growth—the cycle of consumption, production, and decomposition—must be central to sustainability. In this way, I am drawn to the United Nation's 1987 Bruntland Commission definition of "meeting the needs of the present generation without compromising the ability of future generations to meet their own needs."

What is your role in the sustainable management of U.S. Fisheries?

King's Seafood Company is a business. We are beholden to our stakeholders—our crewmembers, guests, investors, the community—to be the best business we can be. Profitability is one important and simple measure of our success. However, my cousin and I, as joint owners of King's, share the conviction that we have a moral responsibility to those same stakeholders to do "the right thing." We must routinely make well-educated judgments affecting our business's balance sheet. These subjective judgments are seldom easy.

Five years ago, we removed Chilean seabass from our menu. This fish was the most popular seafood item on all of our restaurants' menus—both for lunch and dinner. We served 37 tons of it annually. This fish was a cash cow. Despite the revenue it generated for the company, our research persuaded us that the fishery was unsustainable and poorly managed. Having a diverse menu allowed us to discontinue offering this species. We feel we have a commitment to serve as an ambassador for the sea.

Why is your role so important?

Business is the lifeblood of sustainability. If a buck can be made at it—when sustainable becomes profitable—you can bet someone will be ready and waiting; and someone else will be working to do it better and make two bucks. Since most people prefer to eat seafood in a restaurant rather than cook it at home, King's is ideally situated as an ambassador to market the best that is sustainable—and available. Sourcing is often our biggest obstacle. Misinformation and manipulation of the media by special interest groups are prevalent. NOAA's FishWatch program helps us cut through this clutter. It helps us research the best information that is scientifically sound and economically grounded. Sustainability needs business leaders as much as strong businesses need a healthy environment.