Go Fish!

Karl Nish: THIS METHOD OF FISHING IS A DYING ART.

Shannon Eldredge: THIS IS A TRADITION.

THIS IS A WAY OF LIFE.

WE ARE FEEDING PEOPLE.

Sean Barrett: I GREW UP FISHING IN THESE WATERS, AND I GOT TO EXPERIENCE WHAT SAME-DAY-CAUGHT FISH IS LIKE.

Josh Goldman: AQUACULTURE HAS THE POTENTIAL TO HELP TAKE PRESSURE OFF OF FISHERIES SO WE CAN ALLOW THEM TO REBUILD.

Paul Greenberg: FISH ARE THE LAST WILD FOOD.

IN EATING THEM, YOU'RE DOING SOMETHING THAT'S INCREDIBLY ANCIENT AND INCREDIBLY BEAUTIFUL AT THE SAME TIME.

[lively rock music] ♪ ♪ narrator: THERE ARE ALWAYS MORE FISH IN THE SEA.

WELL, NOT ANYMORE.

SINCE WORLD WAR II, MILITARY TECHNOLOGY WAS APPLIED TO INDUSTRIAL FISHING, WREAKING HAVOC ON THE OCEANS.

IN THE 1950s, WE HARVESTED 15 MILLION TONS OF FISH EACH YEAR.

NOW IT'S MORE LIKE 90 MILLION TONS.

THAT'S THE EQUIVALENT OF THE HUMAN WEIGHT OF CHINA TAKEN OUT OF THE OCEAN EVERY SINGLE YEAR.

AT CURRENT RATES OF OVER FISHING, WE WILL DEPLETE NEARLY 90% OF THE WORLD'S COMMERCIAL FISH BY 2050.

BUT WE'RE NOT SUNK YET.

JOIN US AS WE VISIT AMERICAN FISHING COMMUNITIES WHO ARE REBUILDING THEIR LOCAL ECONOMIES, ENSURING MORE FISH IN THE SEA FOR ALL.

Man: ♪ ONE, TWO, ONE, TWO, THREE, FOUR ♪ [acoustic guitar music] ♪ ♪ ♪ WHEN YOU GONNA GIVE THAT GIRL AFFECTION?

♪ ♪ ♪ ♪ WHEN YOU GONNA GIVE HER WHAT SHE NEEDS?

♪ ♪ ♪ ♪ WHEN YOU GONNA GIVE THAT GIRL SOME SWEET RELIEF?

♪ ♪ ♪ - I STARTED FISHING WHEN I WAS SEVEN YEARS OLD, WITH MY MOM AND DAD AND MY SISTER ON MY DAD'S FIRST BOAT, AND THAT WAS IN 1950.

SO I'VE BEEN DOING THIS FOR A WHILE.

♪ ♪ THIS ALL STARTED BACK IN THE '30s.

THERE WAS ALWAYS POLES AND LINE BOATS.

♪ ♪ Paul Greenberg: WHAT'S HAPPENING ON THE WEST COAST WITH SOME OF THESE SMALLER ARTISAN TUNA FISHERIES IS THAT THEY'RE USING HOOK AND LINE METHODS.

ONE HOOK INTO THE WATER WITH A BAIT, SOMETIMES WITH A JIG, PULLS OUT A SINGLE TUNA.

IF IT'S NOT A TUNA, IT CAN GET THROWN BACK.

PRETTY GOOD CHANCE THAT IT'LL SURVIVE.

LOWER BYCATCH.

I MEAN, IT'S JUST LESS ENVIRONMENTAL IMPACT.

Karl Nish: ALL THE OLD-TIMERS ARE GONE.

POLE AND LINE BOATS KIND OF JUST DISAPPEARED.

AND I JUST HUNG IN THERE, AND-- I DON'T KNOW.

IT'S NICE TO SEE THE YOUNGER GENERATION LEARN HOW TO DO THIS TYPE OF FISHING.

THIS IS MY OLDEST GRANDSON, ALEX.

THIS IS MY YOUNGEST GRANDSON, JAKE.

NISH.

- NICE TO MEET YOU.

- THE BEST PART ABOUT IT IS WHEN YOU'RE STANDING UP HERE ON THE BRIDGE AND YOU SEE THAT BIG SCHOOL.

YOU'RE SITTING THERE LOOKING THROUGH THE BINOCULARS, AND THAT THING JUST LIGHTS UP, AND YOU'RE LIKE, "OH, YEAH, WE'RE GONNA GET 'EM."

Jake Nish: IT'S JUST, LIKE, ADRENALINE RUSH.

IT'S JUST PRETTY FUN.

Alex Nish: YOU KNOW, YOU ONLY HAVE A CERTAIN AMOUNT OF TIME TO CATCH 'EM.

IF THEY'RE ON THE BITE, YOU GOT TO GET THEM ON THE BOAT AS FAST AS YOU CAN.

Alex: AFTER YOU'RE DONE FISHING, YOU START TELLING STORIES, LIKE, "OH, DID YOU SEE ME GET THAT FISH?"

AND, LIKE, "YEAH, THAT WAS A HUGE FISH, YOU KNOW?"

[seagulls squawking] Karl Nish: OVER 85% OF THE FISH THAT THE PEOPLE CONSUME IN THE UNITED STATES ARE IMPORTED FROM A FOREIGN COUNTRY, AND THEY HAVE VERY FEW RULES, REGULATIONS.

THEY'RE PRETTY MUCH JUST RAPING THE OCEAN.

SEVEN OF US GOT TOGETHER AND JUST DECIDED WE WANTED TO HAVE A GOOD PRODUCT FOR PEOPLE TO EAT.

SO WE STARTED UP AMERICAN TUNA.

Man: WE GOT A MOVING CRATE.

Steve Mintz: AMERICAN TUNA CAME ABOUT BECAUSE OF SURVIVAL.

AND IT WAS A GROUP OF FISHERMEN, YOU KNOW, TOOK THE STEP AND THE INVESTMENT TO TRY TO MARKET THEIR OWN FISH.

THEY'VE REALLY KIND OF SAVED OUR INDUSTRY, AS FAR AS I'M CONCERNED.

- FISH ARE ALL CAUGHT PACIFIC NORTHWEST.

CAUGHT BY ALL LOCAL FISHERMEN.

ALL HAND-DONE.

CANNED BY LOCAL PEOPLE IN OREGON.

IT'S REALLY OUT-OF-THIS-WORLD PRODUCT.

Heath Hampel: WORKING WITH AMERICAN TUNA HAS BEEN GREAT BECAUSE IT'S A SUSTAINABLE FISHERY.

THE UNIQUENESS OF THIS CANNERY IS, IT'S SMALL.

IT'S LABOR-INTENSIVE, AND IT'S ALL DONE BY HAND.

WE DO ONLY RAW-PACKED FISH.

YOUNG FISH IS GONNA ME A LOW MERCURY FISH.

IT'S GOT A LOT OF FAT IN IT, GOOD OIL, GOOD OMEGA-3's.

IT'S BASICALLY A SUSHI-GRADE, HAND-FILLETED, HAND-PACKED, AND THEN IT'S COOKED IN THE CAN.

THERE'S NOTHING TAKEN OUT OF IT, SO IT'S JUST THE NATURAL JUICES AND OILS.

THIS FISH HERE IS GOOD ENOUGH TO EAT RIGHT OUT OF THE CAN.

THEY GO THROUGH A STEAMER THAT WAS BUILT BACK IN THE LATE '30s TO '40s, BUT WE KEEP 'EM RECONDITIONED AND KEEP 'EM RUNNING.

YOU CAN STILL BUY PARTS.

THEY'RE BASICALLY STILL STATE-OF-THE-ART.

WHEN WE FIRST STARTED DOING SOME OF THE COMMERCIAL CANNING, WE WERE AFRAID WE WERE GONNA BE CREATING A WHOLE BUNCH OF COMPETITORS FOR OURSELVES, BUT IT'S NOT WHAT HAS HAPPENED.

AND THEN AS MORE PEOPLE TRY IT, AND THE EDUCATION LEVEL GOES UP.

IT JUST GROWS.

IT'S A SNOWBALL EFFECT.

Randall Curtis: AFTER IT'S BEEN ALL FILLETED, WE TAKE IT THROUGH AN EIGHT-STEP PROCESS.

FOR YEARS, WHAT THEY HAD TO DO WAS JUST THROW IT BACK OUT IN THE SEA OR DIG A HOLE IN THE BACKYARD.

WE'VE COME AROUND AND DEVISED A WAY WHERE WE CAN ACTUALLY REGENERATE IT.

AND WE GRIND ALL THIS WASTE DOWN OF AMERICAN TUNA, AND WE TURN IT INTO CERTIFIED ORGANIC LIQUID FERTILIZER.

IT'S GOLD.

Man: ♪ 'CAUSE WHEN THE WALLS COME DOWN ♪ ♪ NOWHERE I'LL BE FOUND ♪ ♪ I'LL BRING BACK ALL MY SCRATCH ♪ ♪ AND BUY THIS WHOLE DAMN TOWN ♪ ♪ AND WIPE MY EYES TO SEE ♪ ♪ MY BRAIN JUST CAN'T BELIEVE ♪ ♪ SO TELL EVERYBODY ♪ ♪ I'LL BE UP ON THE HILL ♪ Paul Greenberg: FISHING IN THE LAST 25, 40 YEARS, HAS BECOME A HARDER AND HARDER BUSINESS TO RUN.

LARGER VESSELS ARE CATCHING MORE FISH, AND IF YOU HIT THE OFFSHORE POPULATION REAL HARD, YOU'RE GOING TO GET DECLINES ON THE NEAR-TO-SHORE FISH THAT ARE MORE ACCESSIBLE TO LOCAL FISHERMEN.

Shannon Eldredge: CHATHAM IS NOT UNLIKE A LOT OF SMALL, COASTAL NEW ENGLAND FISHING COMMUNITIES.

THERE'S BEEN A STEADY DECLINE IN THE FISHERY OVER THE LAST 20 YEARS.

IT MAKES ME FEEL VERY ANGRY AND VERY SAD.

THIS IS A TRADITION.

THIS IS A WAY OF LIFE.

WE ARE FEEDING PEOPLE.

MY FATHER'S BEEN FISHING HIS WHOLE LIFE.

- JUST TIE THIS UP JUST OUTSIDE THE TRAP AREA.

Shannon Eldredge: I WOULD HELP HIM PACK FISH.

I WOULD GO OUT CREW WITH HIM.

AND I SORT OF GOT ADDICTED TO WEIR FISHING.

[engine turns over] FISH WEIR IS, LIKE, THE EPITOME OF AN ECOLOGICALLY FRIENDLY, SUSTAINABLE FISH PRACTICE.

THERE USED TO BE HUNDREDS OF THEM ALL OVER THE CAPE, AND NOW THERE'S ONLY US.

A FISH WEIR IS A STATIONARY STRUCTURE OF NETS ATTACHED TO POLES THAT ARE DRIVEN INTO THE OCEAN BED.

WHEN FISH ARE MIGRATING IN SCHOOLS, THEY'RE SWIMMING PARALLEL TO THE SHORE, AND WHEN THEY HIT A BARRIER, THEIR INSTINCT IS TO SWIM INTO DEEPER WATER, SO THIS LONG FENCE OF A NET IS THAT BARRIER, AND WHEN THEY HIT IT, THEY'RE SWIMMING INTO DEEPER WATER, AND AT THE END OF THAT LONG FENCE IS THE TRAP.

WE BRING OUR BOAT IN AND WE PULL UP THE NETS AND WE SCOOP IN THE FISH WE CAN TAKE, AND THE ONES THAT ARE TOO SMALL OR THAT WE ARE NOT PERMITTED TO TAKE, WE THROW BACK AND THEY SWIM AWAY.

WHEN WE HEARD ABOUT THE COMMUNITY SUPPORTED FISHERIES THAT WERE GOING ON AROUND NEW ENGLAND, WE THOUGHT, WELL, LET'S TRY THIS MODEL.

WE PUT IT OUT ON THE AIRWAVES TO FRIENDS AND FAMILY, AND IT STARTED TO TAKE OFF.

IT'S VERY TYPICAL IN OUR COMMUNITY TO DO MULTIPLE KINDS OF FISHERIES IN A GIVEN YEAR.

AS WE'RE TRANSITIONING OUT OF OUR SEASON, WE'RE STARTING TO CATCH FEWER AND FEWER FISH BECAUSE THE FISH ARE MOVING OFFSHORE, WE ARE GOING SHELL FISHING.

WE'RE CLAMMING.

SO MY FRIENDS USED TO CALL ME SHAN-DIGS, 'CAUSE I DIG CLAMS.

THE GOAL IS TO DIG AS MANY CLAMS AS YOU POSSIBLY CAN IN THE LOW TIDE PERIOD.

YOU WALK ON AND YOU LOOK FOR THE SIPHON HOLES THAT THEY MAKE.

DIGGING KIND OF IN FRONT OF IT, OVERTOP OF IT, AND FOLLOWING THE PATH TO THE CLAM.

[bluesy rock music] ♪ ♪ 'TIS THE SEASON.

Tony: PRICE TODAY IS 2.50.

SO YOU'RE GONNA GO HOME WITH A COOL 108 BUCKS.

- $100 A DAY, THAT'S ALL I NEED.

- THANK YOU VERY MUCH.

- THANKS, TONY.

[horn music playing] Shannon Eldredge: WHOO!

♪ ♪ YEAH!

OVER THE LAST FIVE YEARS, I'VE BEEN ON THE WOMEN OF FISHING FAMILIES FLOAT.

WE'RE GETTING ENDLESS SUPPORT FROM ALL THE PEOPLE THAT VALUE WHAT WE DO.

[cheers and applause] THE WHOLE FAMILY GETS TOGETHER.

WE ALL ENJOY THE PARADE.

PACK THE COOLERS AND THEN PILE IN OUR BOATS AND GO OUT TO THE BEACH.

[upbeat rock music] ♪ ♪ [indistinct chatter] IT'S ONE COMMUNITY DESCENDING UPON THIS LITTLE SANDBAR ACROSS FROM THE FISHING DOCKS.

WE'RE IN THE SAME ELEMENT THAT WE'RE IN WHEN WE'RE WORKING, YET IT NEVER GETS OLD.

♪ ♪ MY MOM'S GRILLING UP THESE KILLER QUAHOGS, - AS SOON AS THEY YAWN, YOU KNOW, YOU PUT 'EM ON THE HEAT AND THEY OPEN UP, I CAN JUST HIT 'EM WITH A LITTLE BIT OF PESTO AND BARBECUE SAUCE.

HOT.

SO IT'S A SALTY, SWEET KIND OF EXPERIENCE.

THOSE ARE REALLY GOOD.

♪ ♪ THE FISHING INDUSTRY IS CHANGING, AND THE ABUNDANCY OF SEAFOOD IS CHANGING, SO IT'S A BLESSING TO BE ABLE TO HAVE WHAT WE HAVE.

IT'S JUST CARRYING ON A FAMILY TRADITION IN A WHOLE DIFFERENT WAY.

- REALLY GOOD STUFF.

- IT'S NOT AN EASY THING TO DO ON YOUR OWN TO GET UP AND GO OUT DAY AFTER DAY AND DO THAT.

IT GIVES ME A GOOD FEELING TO KNOW THAT SHE'S, YOU KNOW, CARRYING THIS ON AND REALLY HAS A PASSION TO CARRY THIS ON.

HATS OFF.

- NICE, DAD.

[laughter] - A TEAM.

- A TEAM!

Sean Barrett: MONTAUK IS A DRINKING VILLAGE WITH A FISHING PROBLEM.

THERE'S A LOT OF GOOD OLD-FASHIONED FISHERMEN HERE.

JUST GOOD HARD-WORKING PEOPLE.

A LOT OF THEM MAKE THEIR LIVING OFF THE SEA.

I GREW UP FISHING IN THESE WATERS FROM WHEN I WAS A VERY LITTLE BOY, FISHING OFF THESE ROCKS HERE, AND ON THESE BOATS.

I GOT TO EXPERIENCE WHAT SAME-DAY-CAUGHT FISH IS LIKE.

IT'S A DREAM COME TRUE FOR ME.

TO BE FISHING FOR A LIVING IS LIKE-- I'D BE HARD-PRESSED TO ASK FOR MUCH MORE.

IN A COMMUNITY-SUPPORTED FISHERY MODEL, WHEN OUR GUYS SET OUT IN THE BEGINNING OF THE DAY, WE KNOW EXACTLY HOW MANY FILLETS OF FISH THAT WE NEED TO SATISFY OUR CUSTOMERS.

THE CUSTOMERS ARE PREPAID FOR THAT FISH.

- UNBELIEVABLE.

THANK YOU.

- THE ATLANTIC SEA BASS LAST WEEK WAS AMAZING.

- YEAH, WHAT DID YOU DO WITH IT?

- I BAKED IT IN THE OVEN WITH GINGER AND A LITTLE SOY.

- OOH.

YOU COULD JUST EAT IT LIKE SASHIMI.

THERE SHOULD BE A RECIPE IN THERE.

- OKAY.

- DOCK TO DISH IS GROWING, AND IT'S EXCITING.

YOU KNOW, WE'RE DOING SOMETHING THAT, IT'S OLD.

I MEAN, THIS IS HOW PEOPLE USED TO DO THINGS.

YOU KNOW, IT WAS LITERALLY THE CATCH OF THE DAY.

Victor: WORKING WITH BELLA AND DOCK TO DISH IS THE EASIEST THING IN THE WORLD.

I GET TO SEE BELLA ONCE A WEEK... - VICTOR.

- AND YOU NEVER GET FRESHER FISH.

Sean Barrett: IT WAS THE COMMUNITY WHO PUSHED INITIALLY TO GET THIS INTRODUCED, AND NOW IT'S THE COMMUNITY FULLY WHO SUPPORTS IT.

I MAY HAVE DAYS WHERE THE FISH JUST AREN'T BITING.

THAT'S WHEN IT'S CRITICALLY IMPORTANT FOR US TO HAVE OUR BACKUP PLAN, WHICH IS THE SPEAR-GUNNERS.

- THIS IS WHAT I USE ON SEA BASS.

IT'S LESS--DOES LESS DAMAGE TO THE FILLETS AND THE FISH.

TRY TO TARGET THE FISH IN THE HEAD OR NEAR THE TAIL TO SAVE MOST OF THE FILLET.

YOU KNOW, YOU LITERALLY HAVE TO BE WITHIN ALMOST ARM'S LENGTH, JUST THE LENGTH OF THE POLE.

YOU LET THIS GO, AND IT SHOOTS ABOUT ANOTHER 3 FEET.

THESE FISH DIE FAST, SO THEY, YOU KNOW, IT'S THE CLEANEST, PUREST MEAT THAT YOU CAN GET.

AS FAR AS I CAN SEE.

I CAN'T IMAGINE A FASTER WAY OF KILLING A FISH.

Sean Barrett: SAME DAY SOURCE SEAFOOD IS LIKE--IT'S UNIQUE.

IT'S GOT THESE KIND OF MAGICAL PROPERTIES THAT-- AT FIRST, YOU THINK-- BUT THAT'S REALLY THE WAY NATURE CREATED IT.

AND HERE'S OUR FRIEND LELA.

- WHAT DO YOU GOT TODAY?

- SOME REALLY BEAUTIFUL SEA BASS.

- NICE.

- HEY, FELLAS.

- WHAT DO YOU GOT THERE?

- BLACK SEA BASS.

- WOW, VERY NICE FISH.

THESE LOCAL FISH... - THE GUYS AND LADIES WHO ARE DOING THESE DAY BOAT FISHING TEND TO CATCH FISH AT VERY GOOD MOMENTS, BECAUSE THEY ONLY HAVE A CERTAIN AMOUNT OF SPACE ON THEIR BOATS.

THEY TEND TO CATCH THEM IN THE RIGHT WAY, WHICH IS SOMETHING VERY FEW PEOPLE TALK ABOUT.

IT'S MAYBE THE MOST IMPORTANT INDICATION OF GOOD, HIGH-QUALITY FISH, IS HOW IT'S CAUGHT; THE STRUGGLE, THE DEATH.

- START WITH AN INCISION OVER HERE.

RIGHT DOWN THE BACKBONE.

WE REMOVE THE SKIN.

- OF ALL THE FISH THAT WE GET OUT HERE, CAPTAIN RON, IT SEEMS TO ME THE FISHERMEN LIKE BLACK SEA BASS.

- TASTIEST FISH OUT OF ALL THE FISH OUT HERE.

AND THERE YOU HAVE A COMPLETELY BONELESS FILLET.

- STEPHANIE SACHS.

- WHOA.

RIGHT TO MY WINDOW.

- RIGHT TO THE WINDOW TODAY.

FRESH FISH.

- I LOVE IT.

- HAVE A GREAT ONE.

- THANK YOU.

- SEE YA.

- PEOPLE ARE SO FRIGHTENED OF RAW FISH.

WHEN YOU GET IT SO FRESH, BEST THING TO DO WITH IT IS JUST TO MAKE A SEVICHE.

YOUR FISH IS ACTUALLY COOKED IN LEMON AND SALT, SO I JUST CUT DOWN INTO TEENY, TEENY PIECES.

SO WE'VE GOT PLENTY OF LIME IN THERE, AND NOW I'M GONNA PUT SOME SALT.

A JALAPEÑO.

IT'LL ADD A NICE KICK.

WE'RE GONNA TAKE THE CILANTRO NOW, AND THEN WE'RE GONNA ROUGH CHOP THAT.

OKAY, WE WANT A LITTLE COLOR WITH OUR RED ONION.

THIS IS SOME SMOKED PAPRIKA.

IT'S A REALLY NICE FLAVOR.

AND THAT'S IT.

Woman: TO THE CHEF.

Man: THANK YOU, CHEF.

- THANK YOU.

- CHEERS.

Dan Barber: ECOLOGICAL STEWARDSHIP, IS ALMOST ALWAYS IN LINE WITH DELICIOUS, FLAVORFUL FOOD.

IT'S NICE AND SERENDIPITOUS.

YOU KNOW, HOW OFTEN IS IT IN OUR EXPERIENCE THAT ENVIRONMENTAL GOOD IS ALSO JUST HEDONISTIC?

- IF YOU HAD A C.S.F., A COMMUNITY-SUPPORTED FISHERY, THAT WAS SOMETIMES SOURCING FROM LOCAL FISHERMEN BUT THEN SOMETIMES MAYBE SOURCING FROM LOCAL AQUACULTURES, I THINK THAT WOULD BE A REALLY NICE MIX.

Josh Goldman: THE TURNERS FALLS FARM IS ABOUT 2 ACRES UNDER ROOF, 80,000 SQUARE FEET.

THERE'S ABOUT A MILLION FISH IN THE BUILDING.

BARRAMUNDI IS THE ICONIC FISH OF AUSTRALIA.

IT'S A SEA BASS.

IT'S A GREAT FISH TO FARM BECAUSE IT EATS LOW ON THE FOOD CHAIN AND YET HAS A HIGH OMEGA-3 CONTENT.

IF YOU PUT A FEW BARRAMUNDI IN A TANK, THEY'RE GONNA SCHOOL TOGETHER, SO THEY'RE NATURALLY SOCIAL AND GREGARIOUS.

- SO IN A BROAD ECOLOGICAL SENSE, IF WE'RE COMPARING SEAFOOD AND LAND FOOD, AQUACULTURE IS POTENTIALLY A SUPERIOR WAY OF GENERATING THAT FOOD FOR PEOPLE.

Josh Goldman: THE FISH ARE FED PRIMARILY PROTEINS THAT COME PRIMARILY FROM A BLEND OF DIFFERENT GRAIN PRODUCTS.

ONE OF THOSE MYTHS ABOUT FARM-RAISED FISH-- PEOPLE SAY THEY DON'T HAVE AS MUCH OMEGA-3s.

IN OUR CASE, WE HAVE FIVE TIMES AS MUCH IN A FARM-RAISED BARRAMUNDI AS YOU WOULD TYPICALLY FIND IN WILD CAUGHT, BECAUSE WE CAN TAILOR THE FEED.

WE'VE BEEN ABLE TO OPERATE WITHOUT ANTIBIOTICS IN THE PRODUCTION SYSTEM, SO WE'RE USING THEIR IMMUNE SYSTEM RATHER THAN RELYING ON CHEMICALS.

Yedod Snir: THIS IS A VERY COMPLEX OPERATION.

WATER IS CONTINUOUSLY CIRCULATED THROUGH THAT TANK SO PERFECT CONDITIONS ARE ALWAYS MAINTAINED IN THE TANK TO MAKE SURE THE FISH ARE HAPPY.

THERE ARE NO QUESTION MARKS HERE.

THIS IS THE ONLY FULLY SUSTAINABLE WAY TO GROW FISH.

Josh Goldman: THIS FISH WAS JUST HARVESTED A COUPLE HOURS AGO OFF THE FARM IN TURNERS FALLS.

PEOPLE WOULD COMPARE IT TO A GROUPER OR A SNAPPER.

IT'S GOT A VERY DENSE FLESH, VERY BUTTERY FLAVOR.

SO WE'RE GONNA START OFF WITH A LITTLE BIT OF OLIVE OIL AS OUR BASE FOR THE MARINADE.

A LITTLE BIT OF FISH SAUCE.

THIS IS A SPICE MIX THAT MY WIFE BROUGHT BACK FROM WEST AFRICA.

PEPPER BLEND WITH SOME VARIOUS HERBS.

JUST WHAT I'M LOOKING FOR.

WE'RE GONNA LET THE FISH SIT IN THERE, PICK UP SOME OF THOSE FLAVORS.

NOT TOO SHABBY.

I LOVE TO COOK, AND SO FOR ME, PRODUCING A DELICIOUS PRODUCT THAT WHEN PEOPLE PUT IT IN THEIR MOUTH, THEY GO, "WOW, I DIDN'T KNOW A FARM-RAISED FISH COULD BE THIS GOOD," THAT IS ABSOLUTELY SATISFYING.

AND WE GET THAT REACTION AGAIN AND AGAIN.

- CHEERS.

- NICE TO HAVE YOU.

Dan Barber: I'M NOT A VERY HOPEFUL GUY.

I'M A CYNIC, BUT I HAPPEN TO BE KIND OF HOPEFUL ABOUT THE FISH, BECAUSE I SEE THAT-- THAT ONCE PEOPLE GET TURNED ON TO THE-- TO REALLY GREAT FISH AT THE PERFECT MOMENT, THEY TEND TO DEMAND IT.

- I AM CAUTIOUSLY HOPEFUL FOR AMERICA AND ITS FISH SUPPLY.

- THE MARKET AND FISHERMEN ARE KIND OF SHIFTING BACK IN TIME IN A WAY, BUT IT'S FORWARD THINKING.

Paul Greenberg: SINCE THE 1996 SUSTAINABLE FISHERIES ACT WAS PASSED, MORE THAN TWO DOZEN FISH STOCKS HAVE BEEN FULLY REBUILT.

SO WE'VE PROVEN THAT WE CAN DO IT.

WE CAN BRING FISH BACK FROM THE EDGE.

Sean Barrett: WE'VE NOW GOT A NETWORK OF PROBABLY 25 OR 30 GOOD SOLID FISHERMEN.

THEY WERE SO EAGER TO COOPERATE AND WORK WITH US, BECAUSE THEY WANT TO HAVE A CONNECTION TO THE CONSUMERS AS WELL.

- RESTAURANTS ARE BIG POWER BROKERS IN THIS WHOLE GAME, AND IF WE DON'T GET IT RIGHT, IT'S NOT GONNA CHANGE, AND IT'S NOT GONNA BE RIGHT.

- THE REAL QUESTION IN MY MIND IS WHETHER CONSUMERS ARE WILLING TO DIVERSIFY AND TRY DIFFERENT FISH.

YOU KNOW, THEY'RE WILLING TO TALK ABOUT THEM, BUT WHETHER THEY'RE WILLING TO ACTUALLY PUT THEIR MONEY WHERE THEIR MOUTH IS, THAT'S ANOTHER STORY ENTIRELY.

I'VE BECOME A BIG ADVOCATE OF EATING A WHOLE FISH.

A FEW YEARS AGO, I CAME ACROSS A GREAT RECIPE ON HOW TO MAKE A FISH HEAD PASTA SAUCE.

WHAT YOU DO IS, YOU TAKE A HEAD, YOU PUT IT IN A PAN WITH OIL, ONION, GARLIC, PARSLEY, A LITTLE BIT OF WINE, SOME TOMATOES, AND YOU SAUTE IT ON BOTH SIDES.

AND YOU TAKE THE WHOLE THING OUT, PUT IT ON A VERY LARGE PLATE-- AND I WOULD NOT RECOMMEND WEARING YOUR FAVORITE SHIRT-- THE CHEEK MEAT WILL SLIDE RIGHT OUT, AND THE MEAT BEHIND THE HEAD, THE SORT OF SHOULDER MEAT, COMES RIGHT OUT.

SO YOU PUT THAT ASIDE, AND YOU'RE LEFT WITH THIS SORT OF PULPY MASS.

YOU PUT THAT THROUGH WHAT'S CALLED A FOOD MILL, AND THEN YOU'RE ENDED UP WITH THIS PURPLE PILE OF STUFF THAT TURNS OUT TO BE THE ESSENCE OF THE SEA ITSELF.

YOU PUT THAT INTO THE PAN WITH YOUR--WITH THE TOMATOES AND THE OIL AND THE GARLIC THAT YOU HAD FROM BEFORE, YOU COOK IT DOWN, AND THEN YOU TAKE THE CHEEK MEAT AND THE SHOULDER MEAT AND PUT IT IN AT THE END, AND YOU PUT IT ALL ON TOP OF THE PASTA.

AND THE MOST IMPORTANT PART ABOUT THIS RECIPE IS YOU DO NOT BREATHE A WORD OF HOW IT WAS COOKED TO THE GUESTS YOU ARE SERVING IT TO.