About Us

Simply put, without fish or the environments that support healthy fish populations, there is no fishing and likely no us. We believe in harvesting fish as much as catch and release, depending on the fishery, and we believe this can be done sustainably. This is part of the responsibility we all share as fishermen, the respect we hold ourselves accountable to, and the commitment we make as a business. Fisheries and the environment are finite resources, and we believe we have a role in protecting them. We prioritize sustainability in our decisions because it is the right thing to do, not because it is a trend. We define sustainability beyond the environment to include how we run our business, the decisions we make, the partners and customers we work with, and we focus on long term commitments over short term gains.

Trust matters. Trust is the foundation of all human interactions. All of our actions build or detract from trust at a fundamental level with others. If it matters to you, it matters to me, and it matters to us.

We say what we are going to do, and do what we say, and we hold ourselves accountable to that.

Be Humble and Act with Humility - Cultivated from a healthy respect from the ocean, we understand how powerful nature can be, and the need to protect us from its forces.

We are not better than others or above them. We understand we can be wrong but seek to make right. We appreciate the viewpoints and perspectives of others.

We make gear that protects people. Our standards are relentlessly high — and we keep raising them. We push ourselves to deliver exceptional products, services, and processes, benchmarking against the very best.