"We in the west coast of Canada have been historically abysmal in storytelling, but we want to change that," said Dane Chauvel, president and co-founder of Organic Ocean Seafood, a Canadian company on the west coast that supplies premium seafood to chefs across North America.
"We had great success buying keta salmon from a remote coastal community called Bella Bella, who have harvest privileges, but its processing facility had shut down in 2007 due to unprofitability," he told IntraFish. "Since the Heiltsuk First Nation re-opened its processing facility in 2010, we buy from them and market it as a First Nation-harvested fish.
"This is a great story for chefs to tell hundreds of miles away; that the fish the diner is eating is First Nation harvested and processed."
Chauvel called his and partner Steve Johansen's strategy "a good marketing exercise" for chefs to help consumers understand the provenance of their food.
"People are becoming increasingly curious about where their food comes from.
