After I spoke with Casson Trenor a couple of weeks ago, we both became aware of Martin Reed, who has just started a business called I Love Blue Sea. Mr. Reed is a retailer who’s doing the work for you, buying and selling seafood he has verified as sustainable.
There’s a lot of appeal in this business, which is only a few weeks old, and web-based (the physical location is in San Francisco). Mr. Reed’s goal, other than to make a living, is “to be a pioneer in selling only sustainable seafood, and in being upfront about where things come from and how they’re caught.”
Sounds good. But I had two questions. One: How do you know what you’re buying? His answer: “We use all third party standards, like those of Greenpeace (nothing from the “red list”) and the Monterey Bay Aquarium (no “avoid” fish) ” 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.
To read the rest of the story, please go to: The New York Times.