Sanford CEO talks toothfish

A fish caught in Antarctic waters and sold in the United States as Chilean seabass is helping transform fishing company Sanford into a producer of high value seafood, but its CEO wants to change the narrative.

Volker Kuntzsch says “New Zealand“ is a great brand, but the fishing industry hasn’t taken full advantage of it yet.

“We catch this fantastic species down in Antarctica called toothfish and it’s highly valued in the United States and China – but somewhere on the journey it changes from being a New Zealand fish to a Chilean one. We have a great story to tell, we just need to be better at telling it.”

Kuntzch has been moving Sanford from selling “commodity” fish into high value products, like Patagonian toothfish, scampi and King Salmon

…Continued at including original interview