Sushi chain seeks to go nationwide
What exactly does this mean for Sushi Maki and why is this so significant?
- Duration 7:56
- Date Apr 12, 2012
What exactly does this mean for Sushi Maki and why is this so significant?
Also in this playlist...
This transcript is automatically generated
Now about sustainable.
And -- -- good so good shooter blazes which is really cool first go to Seattle Washington carry goblins with a straight now she's -- regional director.
The Americas for marine stewardship council.
And then we got eight -- as CEO of sushi monthly data Miami -- -- start -- you decision not to dot com is the website.
Why why do you need to have sustainable.
-- -- -- sushi -- is is a restaurant concept.
That prides itself on great taste sensation.
But in the increasingly competitive market of of restaurants we have to find ways to make a special and unique.
And our ingredients it's a huge way of doing cells so we have locally sourced not produce whenever possible are off a key those -- local.
But the biggest part of sushi is the fish and that we take a lot of pride in finding the best tuna and salmon.
One of the things that we've learned more more about.
-- -- going to trade shows is this and they see certification.
To make sure that the fishes.
In the ocean are gonna be operating here for generations today and for tomorrow.
And that really set us off on a six month journey to learn more about amnesty certification and with the team together yeah.
-- so let's jump to carry and that -- can't tell us about.
Marines -- should cancel this and -- see fair indication tell us what it means that could clearly.
Asia did some great he got.
He did -- sushi.
-- is a really great example of how the MSC program works.
Where people in the market the rest contours retailers consumers.
Can actually make a difference on the water the -- program.
Is the structured we maintain -- certification standard for sustainability.
And that's developed and maintained by a very wide diverse.
Body of experts.
And that's standard fisheries and then come in and that they can be assessed to be certified against that standard if they.
We -- -- sustainable looking at thinking out what it means to be sustainable like what what's sustainable seafood.
What does that mean.
And the easiest way to -- it is our three principles one that this stock is healthy that this stock is not being depleted.
It's as evidence commercially fish but that's at levels that will maintain or rebuild the stock the second is the impact on the ecosystem for that fish.
That would be by catches it food for other animals what does the contacted fishing gear with the ocean floor corals.
And the third principles around responsible management.
So if all three of those principles are satisfied.
Then that history is considered a sustainable fishery that is not depleting or damaging the -- OK and snow now gave -- coming back to you how do you find fish and meet all the requirements.
-- -- -- one of the things that we did is.
It has to be great tasting fish that -- -- -- Tom where company that itself that are public so you can have a great sustainable item but if people don't respond to it.
Chefs don't like it.
Our people don't like it then it doesn't work.
But what we're able to do is find certain fisheries.
That were able to get and the C certified.
So what we did -- is on OT may not be remiss for not mentioning -- dilatory.
The lead on sushi Maki standpoint.
She went ahead and -- debt.
-- the responsible fisheries were in North America and we looked at which fish.
Do we use the most and that's where we started and that was the -- -- -- -- which is largely cod and Pollock.
And we made sure.
That's that the fish Jason great -- that it was at a price point.
That we -- we just -- written you know sushi Maki is all about democratizing in the mystifying sushi and relate to sell it's a wide audience that's got to be affordable.
And in the last thing we did is that we we actually use the and the C guidelines.
And to be very you know they did a great job -- posting it online all the things we had to do and we work hand in hand.
With the embassy team from Seattle from the United Kingdom and also some local inspection agencies.
To make sure we are seeing we're doing what we're saying we're doing.
Okay this is really cool -- -- -- -- sushi fan.
So now -- I don't find out if the places I go to our certified or not or -- -- have -- -- notified.
Well well -- program and a restaurant for example can get certified to the chain of custody which is our -- ability program to show that the fish they're serving really does come.
From a sustainable -- And you could ask your restaurant -- about MSC certification.
And it's voluntary for them to enter the program it's a pretty simple -- just to show that they can keep that -- separate and they're not commingling substituting.
To give that consumer assurance when you see the MSC logo that says certified sustainable seafood.
That in fact that is certified sustainable seafood and then the for the retailer of the restaurant.
They simply work with us to five suppliers and we and we help do that.
And hook them up so that they are sourcing from fisheries that are sustainable.
I think this is really cool -- let me ask you about business quickly sushi Maki data Miami -- names.
You know south -- business journal's forty best forty under forty -- mean clearly you're running a solid business.
What's the what what do you seen -- over the last couple years I mean didn't lose clients in the recession -- they -- Sure sure I get out -- 200789.
We're tough years you know some of our stores were down 25 to 30% -- sushi.
Like cattle you know like a Starbucks cappuccino -- many other things as an operational product -- In the last you know 24 months we see things getting better sustainably and and also we see us same store comps.
Company positive over the last twelve months so.
We're really excited that we think that I was sort of skipping off the bottom end and things are better from the -- we tell restaurant world.
-- and one of their most interesting things as we -- sushi.
-- Whole Foods Market down here in South Florida and we've seen a tremendous resurgence.
-- Whole Foods Market.
And they're part of the inspiration behind this whole problem -- in all of our ingredients whether it's local Prodi use all natural -- And and and this is certification they've been a fantastic partner.
To kind of provide a sound the platform to really make a difference in -- and although we did.
I think I I think -- correct me from mom and people these days actually want to hear that.
You know -- -- -- year not just you you're not and trying to kill off the environment that we actually do care even know and.
-- -- -- -- You're absolutely right -- the the market research that we do shows consumers.
Care very much about sustainability.
And the NSC mark on their seafood gives them a very easy way to do it.
Figuring out the -- science of weather of fishery is sustainable or not is hugely complex history -- Fishing his hands many many times in the supply chain is the largest traded food commodity in the world.
And we make that easy for the consumer and CP MSC logo.
They're now 141000.
-- -- products around the world that -- the MSC logo.
If consumers see that they can know that it comes from a sustainable fishery and they're not contributing to -- problem of over harvesting the ocean.
Thank you -- this is a great story and I hope people start looking out for the logo -- -- regional director of the Americas through marine stewardship council.
And aiding CEO of sushi Maki sushi Maki dot com thank you so much to both the UBC she looks really -- -- Thanks come down and enjoy you yeah I waste my name is my favorite place on the planet thanks you guys I did have -- hundreds.