Morro Bay’s fisherman’s wife aims to change public perception about the fishing industry when she gets a grant to lead the campaign that can give new look to the industry. Lori French gets a grant of $35,000 and is ready to change the fishing industry saying California fishermen have unfairly received a bad reputation. She said that many thinks that fishermen harm the ocean environment. But in reality, 90 percent of commercial fishing boats are family-owned businesses that have been fishing sustainably for generations.
Lori French is wife of Morro Bay fisherman Jeff French and is part of a growing effort to educate the public about fishermen and the food they produce. She added that the Faces of California Fishing” campaign, which is designed to put a human face on the state’s family fishermen. According to her there is a real need for awareness when it comes to seafood. She also informed that most people aren’t aware of where seafood comes from, how it is regulated for health and environmental standards and who actually caught it.
Lori’s campaign is the result of research that shows consumers prefer locally caught seafood and are willing to pay more for it if they know that harvesting the fish did not damage the ocean environment. Michael Bell, Central Coast fisheries program manager for The Nature Conservancy, told that people are frustrated when they eat at a restaurant in Morro Bay and see Hawaiian-caught fish on the menu. It is fact that the demand for locally and sustainably caught seafood extends to larger markets so the challenge has become big for Morro Bay fishermen.
