From a Seafood Business interview with Bruce Gore
“There was nobody taking responsibility for the quality of the fish from start to finish. There wasn't any differentiation in terms of quality and value, and it didn't matter if the fishermen did a very wonderful job or a very poor job; everybody got the same price.
I decided that didn't make any sense at all, and it was possible to do a much better job by taking control of the catching and the processing and the distribution.
As a fisherman, I felt I had to take control to make sure I could survive and maintain a decent standard of living. By 1978, we were actively freezing, and I've frozen every fish I've caught from that point on.
I was amazed that there was so little understanding about the huge differences in terms of values of salmon from different areas, different species and different quality levels. I soon found out that there was a tremendous amount of misrepresentation and lack of product knowledge, because the issues I was addressing were not even in the consciousness of most chefs at that time. Since I was using the words quality and frozen in the same sentence, I was obviously from another planet.”