Heron using bread as bait to catch fish
Adam Rifkin stashed this in Birds!
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He is on the right path here. The problem is that he is consuming the fish he caught, instead of using it to catch even bigger fish. Then divide the bigger fish into smaller pieces and employ other herons to catch the bigger fish for you in exchange for a daily ration of fish. Use the surplus to expand into other markets, maybe employ seagull to steal bags of chips street vendors or something like that.