Hooked is the knowledgeable fish store The tag line reminds us that our product is in actually – knowledge. Knowledge is our brand promise – it is why our customers seek us out, and return to our stores.
Specifically, we must be knowledgeable about a few things:
- What the seafood item is, where and how it was caught, who caught it.
- Why we choose to offer this item. It is healthy and of high quality. Is it abundant and responsibly harvested. We should know that the organization of the particular fishery is lawful and respects its’ participants.
- How should this item be prepared for the best eating experience – including handling, storing, cooking and presenting. Further thoughts about food and wine matches or menu ideas, is ideal. We should understand the classic preparations of key ingredients and the watch points that help to deliver the best result.
Fish and seafood is a huge topic. There are over 3,000 native species to Canada alone, and many species have multiple names. When you layer on this the explosion of data and analysis of fisheries that has been done in the past 25 years – you have a mountain of information.
That data can be used to support almost any position, and many seemingly well intentioned groups will select data to strengthen their opinion. As a result, words are tossed about recklessly: sustainability, tracability, endangered, line caught …
We have set ourselves above the crowd. Based on our knowledge and experience, our understanding of the issues and our access to information, we have set out to be a trusted authority on behalf of our customers. We are choosing to lead. Leadership bears responsibility and we must be very careful of our words, and able to comfortably explain often complex ideas to customers who may not have the time or patience to listen. This can be a tough challenge.
This blog is constructed as a Knowledge Base. This is where we will curate and develop the HOOKED reasoning, position and understanding on various topics related to PRODUCT and issues. Anything related to store operations will continue to live on Basecamp.
Please email me directly if you have a suggestion for a topic or a specific question.
Always feel free to ask, or tell a customer that you will find out.
Please – don’t guess, that is what the other shops do.
Call or text anytime.
Dan & Kristin