Can Patagoniaâ€™s New Food Line Revolutionize the Salmon Industry?
J Thoendell stashed this in Food
Patagonia entered the food market in fall of 2013 with the wild salmon, as well as a fruit and nut bar, and a dried barley-based soup mix calledÂ Tsampa, which is made with organic vegetables. In the coming months, the company plans to roll out an entire line of ethically sourced food products, including prairie-based American Bison jerky,Â perennial Kernza wheat from The Land Institute, and more.
Why is Patagonia, a global clothing manufacturer and retailer, selling food?
Founder Yvon Chouinard has been chewing on the idea of backpacking food with a purpose for as long as he can remember. And in the case of Patagoniaâ€™s salmon, he has big plans. â€śWhen we set out to do salmon, we set out to change the salmon industry,â€ť he says.
As most wild Pacific salmon numbers have beenÂ trending downward for over a century, Alaska remains one of the only parts of the world with relatively healthy stocks. But that doesnâ€™t mean all salmon caught there is the same. In an effort to sell truly sustainably caught fish, Patagonia put together an advisory board of naturalists, fishermen, and other experts. Its new product is a result of that effort.