Profiles

Richard Brauman

Richard Brauman is the founder and CEO of The Little Pearl, a caviar retailer specializing in American caviars from sustainable fisheries and environmentally sensitive farms. The Little Pearl ensures the highest quality of caviar from start to finish- from farmers and fishermen using best management practices to the caliber of production managers and master salters. The Little Pearl's uncompromising quality delivers superb caviar that is always sustainable.

What is your favorite seafood to eat?
Seafood as a category is my favorite food. I actually love caviar, but could also eat salmon, tuna, cod, lobster, scallops, crab, oysters or clams any day of the week. I try and stay away from more intelligent species like octopus.

What's the most popular seafood item that Little Pearl sells?
Last month it was a tie between our Rainbow Trout and White Sturgeon caviars. They are both cultured.

How did you get interested in the issue of sustainable seafood?
I viewed aquaculture as a new industry that could be shaped positively to protect diminishing wild stocks of fish. As I began to build a business around our farm technology, I found several wild fisheries that could be taken sustainably. The idea of sustainable fishing and aquaculture complimenting each other appeals to me. It was at the Monterey Bay Aquarium where I first picked up a [Seafood Watch] card.

How would you describe your philosophy on ocean conservation?
In an idealistic and romantic way I would like to see wild ocean populations return to their levels before commercial fishing. Even stocks at pre-1960 levels would be desirable for fish species diversity and the long run survival of the human race. Neither one of these goals are practical. However, while I believe genetic diversity and global environmental stability are keys to our future, I think a short term goal of preventing the extinction of ocean species is realistic and acceptable.

How has your philosophy changed what fish you sell?
The philosophy was fixed before I entered the seafood business. I’d say my stance has become more welcoming of sustainably harvested seafood. Originally, I only would have produced and sold fish through aquaculture. I’m pleased to find some wild fisheries that are sustainable. I was surprised to find that purchasing from sustainable fisheries provided a positive incentive for fishermen to focus on sustainability.

Have your customers noticed?
We were shocked by the number of people who asked for sustainable seafood. Our marketing did not focus on “green” values, even though they are part of our business. Traditional caviar consumers are ambivalent toward conservation, so we focus our message on broader values.

Do you feel it limits what you can offer?
Yes, but we don’t want to offer unsustainable products except to demonstrate ours are equal or better. We also do not want to build a business around products that may or may not be available.

Have your seafood suppliers worked with you on getting sustainably caught seafood?
We source from original producers and evaluate sustainability with our own set of criteria.

What trends have you noticed in seafood in the past 10 years?
More aquaculture, more value placed on sustainable wild fish stocks. We witnessed the end of a huge shift in Alaska from low cost producer to source for premium wild salmon. That transition may not have been pleasant, but I think it is better in the long run that the end customer is able to value wild Alaskan products appropriately.

Why are you a Seafood Choices Alliance member?
Seems like a good fit all around. I feel we share common values and goals. I genuinely enjoy being a part of this community, but I also feel this is the great network for our business.

Posted May 21, 2007