Patagonia is getting into the salmon jerky business. Yvon Chouinard, Patagonia’s owner and founder, explains:
“The Patagonia Provisions Salmon Project is our effort to change the fishing industry, the same way we’ve changed how we make our clothes. Our goal is to create a new model that demonstrates how selectively harvesting salmon is not only possible, but good business, and can help protect the future of wild salmon.”
I admire Chouinard’s approach to business. He has certainly changed the way many companies manufacture their products. Organic cotton, recycled fleece, his 1% for the Planet initiative and many other efforts are all business innovations. Let’s hope people get the message about salmon before it’s too late.