Our Vision
Fishful Future seeks to empower San Diego communities with the knowledge & confidence to choose, source, and prepare local seafoods. Our educational resources are low-waste, culturally-affirming, and accessible.
Wherever you are in your learning journey, Fishful Future can deepen your enjoyment of our ocean resources, and improve your connection to the people within our seafood system.
Our Values
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We pursue consumer empowerment and greater accessibility for San Diego seafood by addressing common knowledge gaps that act as a barrier between the average person and their local seafood resources.
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We strive to create an online community where everyone feels welcome and heard. That means uplifting the diverse stories, communities, and seafood traditions that enrich and strengthen San Diego.
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We believe that when livelihoods and diets are strongly tied to regional coastal ecosystems, it inspires a culture of caring and civic engagement towards positive and sustainable outcomes.
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Respect is about honoring the wisdom of our fishing community, the richness of human and marine diversity alike, and the importance of our marine resources. Goodwill guides our interactions - we seek to collaborate transparently and with the intentions of uplifting and supporting others.
We envision our Fishful Future as a world in which…
Our communities are connected to their local fishers, sourcing whole fish and shellfish from fishing families who they know and trust.
An average person feels secure and confident choosing and preparing local seafood at home as part of their regular diet.
Communities have opportunity to celebrate cultural heritage and culinary traditions through the wide variety of San Diego seafood.
San Diegans feel a sense of connectivity and stewardship for our oceans through the local seafoods they enjoy.
Sustainable fishing practices and diversified fisheries preserve the health of our coastal bioregions and marine ecosystems.
Local fishers and associated businesses are thriving, contributing to the economic prosperity of San Diego County.
Low-waste practices and principles are widespread from ocean to plate, because people cherish their wild seafood.
We all work together to create a resilient, thriving, and inclusive seafood system.
