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What is one interesting thing you’ve learned about the fish itself?
Jim: How aquaculture works is really fascinat- ing. We visited some of the facilities and it was fascinating to learn how a species like tilapia can be grown in Wisconsin. Same about the Atlantic salmon that we’re going to carry. They source the eggs from Maine. It took them three years to get these eggs. But to know that these species that are from the ocean can actually be grown in Wisconsin is pretty cool.
What is one thing you would like consumers to know about how your fish are harvested or raised?
Brad: The one unique part about being partnered with FishWise is that it has a system in place where their main goal is transparency. That
goes along the lines of, even though we may carry some fish that aren’t sustainable, it’s right there for the consumer to see. All the different species are labelled by what type of farming method was used, if it was wild caught, country of origin, if it’s sustainable or not. All of our signs explain how the fish are harvested or raised. All the employees here go through a training video that’s provided by FishWise to make sure they can answer any questions customers might have.
What is your favorite recipe for your fish?
Jim: I’m a big fan of bluegills and lake perch. Just rinse off, dip in flour, followed by milk then a combination of bread crumbs and saltines, and slowly pan fry on the stove. It’s top-notch!
Brad: For salmon, I use equal parts butter and Worcestershire sauce, two lemons squeezed, and cover that with sautéed mushroom and onions. Bake it in a two-inch deep baking dish at 350 degrees for about a half-hour. It tastes like steak. It’s awesome. Very rich.
When someone asks you if your fish (fishery) is sustainable, how do you reply?
Brad: That’s covered through the FishWise program we’re in. I give customers as much information as possible. We try to be as sus- tainable as possible, but with business realities, there are some fish that aren’t as sustainable as others. There is kind of a fluid situation with species sustainability. The FishWise program updates the rankings.
How many Wisconsin residents does your organization employ?
Between the three stores and our corporate offices, Metcalfe’s employs about 500 people all together.
Interview has been condensed and edited.
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