The small town of Leigh, New Zealand may only have a population of 750, but it's showing the world how to do humane, sustainable fishing right.
Starting Wednesday 10 August 2016 the industry-leading supermarket Whole Foods ran a week-long sale of the iconic New Zealand Snapper (aka Tai Snapper) across the U.S.
These NZ Snapper are unique as they represent both responsible and personalized advancements in fishing practices.
Everyone in Leigh has a relative who works in some capacity for the company. From the forty independent fishing boats to the thirty factory employees, everyone takes great pride in sustaining the quality of the fish to ensure it stands up to the "Lee" brand.
These small artisanal fishing boats brave harsh New Zealand winter waters for 12-24 hours at a time to catch these fish using the longline method, where a single line with baited hooks is used to selectively pick the fish. This sustainable fishing method is also a preferred alternative to putting out a net or trawl due to the substantial difference in the quality of the fish.
Then the Japanese Iki-Jime method is applied which humanely kills the fish instantly preserving the freshness and taste. Practiced on a small scale, Ike-Jime is usually only performed to meet the demands of high-end sushi markets in Japan. It's rare for U.S. consumers to be able to buy fish that is truly sashimi-grade and of a quality suitable for the most discriminating chef.
NZ Snapper meets Whole Foods' sustainable standards under both Monterey Bay Aquarium and the Safina Center as an inshore fish which is managed under the world leading New Zealand quota management system.
Shoppers across the U.S. can feel comforted knowing they are supporting this small sustainable fishing community from the other side of the world – while enjoying one of the best tasting fish around.
ABOUT LEE FISH USA
Lee Fish USA is America's leading importer of the finest fresh seafood from around the globe with emphasis on Australia and New Zealand. Adapting a philosophy of respect which encompasses a deep regard for the sea and the environment, Lee Fish USA also imports from Spain, Italy, Tahiti, Japan and Malaysia.
LOS ANGELES, Aug. 10, 2016 /PRNewswire/