2017 Leadership Awards: Vision: Norah Eddy and Laura Johnson; Salty Girl Seafood

  • Julie Besonen
  • January 13, 2017

Norah Eddy and Laura Johnson, both 29, have worked on fishing vessels and in fisheries around the globe and share a commitment to accelerating change in the seafood industry.

Their nearly three-year-old company, Salty Girl Seafood, supports small-scale fishermen and fisheries that harvest sustainably. They guarantee traceable seafood to consumers and promote stewardship of the oceans. Taking the guesswork out comes at a higher price than cheap seafood, which investigations have shown is often mislabeled.

“We had worked with so many fishermen who are doing great things on the ocean, contributing to our global food stability,” says Johnson. “Given our experience we were shocked by rampant mislabeling in the industry. That really got our wheels going, one of the biggest issues that sparked the idea for Salty Girl. We wanted to be a company that provided an alternative to that [mislabeled seafood].”

In 2014, the pair initially focused on selling to local restaurants and catering companies, then pivoted when they recognized a bigger opportunity to supply consumers who were looking for reliably sourced seafood to cook at home. They quickly developed a wild-caught, seasoned retail line of Alaskan salmon, Pacific rockfish, and black cod, and began selling fresh-frozen, portioned packages at Bristol Farms in California and other outlets.

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What people are saying about Fish 2.0

  • Gary Ullstrom - Kuterra
    It’s not just a seminar, it’s the real thing – you’re pitching to real people with real money.
    - Gary Ullstrom, Fish 2.0 2013 Finalist (Canada)
  • David Walfish - Ho'olou Pacific
    The Fish 2.0 organizers have done a fantastic job creating the world's first fishing and aquaculture business competition. Our advisors and the webinars have been top-notch, and the amount of interest and number of investors Fish 2.0 has attracted is incredible.
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    People found us through the media around Fish 2.0 – people who want to have shrimp locally have gone out of their way to contact us."
    - Gary Beatty, Fish 2.0 2013 Semi-finalist (USA)
  • Beau Seil - Unitus Impact
    We believe that creating sustainable fisheries will have long-lasting impact on ensuring and improving the livelihoods of large populations in the developing world.
    - Beau Seil, Managing Partner, Unitus Impact
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    Fish 2.0 helped us grow our business, but more importantly, it helped us optimize our business. We are doing more, and doing it better. I don’t believe we would have gotten here as quickly if we had not gone through the Fish 2.0 planning exercise.
    - Dane Chauvel, Fish 2.0 2013 Finalist (Canada)
  • Emmanuelle Bourgois - FairAgora
    Fish 2.0 competition has been a unique learning experience. It shaped the idea from a concept to a robust business model, boosted confidence in my entrepreneurship skills and is the real starting point of this amazing and innovative adventure.
    - Emmanuelle Bourgois, Fish 2.0 2015 Competitor (Thailand)
  • Kelly Harrell - Alaska Marine Conservation Council
    For those in the fisheries world, Fish 2.0 has quickly become the go-to place for those interested in advancing cutting-edge business models focused on the triple-bottom line of social, environmental, and economic impact.
    - Kelly Harrell, Fish 2.0 2015 Finalist (USA)
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  • Sherry Flummerfelt - Monterey Bay Fisheries Trust
    I made some excellent connections, learned so much, and feel like our organization has grown considerably as a result of participating in Fish 2.0.
    - Sherry Flummerfelt, Fish 2.0 2015 Finalist (USA)
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    This made my company grow up and served as a springboard. We received interest and collaboration from around the world, including Fiji, Northern Canada, Alaska, Marshall Island, and venture capitalists from Silicon Valley.
    -Dr. Karsidete Teeranitayatarn, Fish 2.0 2015 Finalist (Thailand)
  • Kit Barron - CapLog Group
    Fish 2.0 takes the fish by the fins and creates a much needed mechanism through which the right industry experience, innovative thinkers and financial backing can come together to move new ideas in seafood to market.
    - Kit Barron, CapLog Group, LLC and Fish 2.0 2013 Advisor
  • What I liked about Fish 2.0 was
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    - Investor, Fish 2.0 2015
  • Margot Kane - Calvert Foundation
    Fish 2.0 helps fill a critical missing part of the ecosystem around financing sustainable fisheries and aquaculture. We look forward to connecting this effort to our thousands of investors motivated by positive social and environmental change.
    - Margot Kane, Calvert Foundation and Fish 2.0 2015 & 2013 Judge
  • Alan Lovewell - Local Catch Monterey Bay
    Fish 2.0 is a great way to expand your network. We learned about other fish businesses and opportunities for collaboration--that exposure is very hard to do on your own.
    - Alan Lovewell, Fish 2.0 2013 Finalist (USA)
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    Fish 2.0 helped me understand my brand better. It helped me refine my business structure to represent my business brand.
    - Alfred Kalontas, Fish 2.0 2015 Finalist (Vanuatu)
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    - Brett Haywood, Fish 2.0 2015 Finalist (Fiji)
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    - Investor, Fish 2.0 2015
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    - Investor, Fish 2.0 2015
  • Diane Durance - Harvest Food & Fisheries
    As a semi-finalist in 2013, I experienced first-hand how important it is to get your venture in front of investors who are knowledgeable and interested in your field. Fish 2.0 is the organization making that possible for entrepreneurs in aquaculture and sustainable fisheries.
    - Diane Durance, Fish 2.0 2013 Semi-finalist (USA)
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    All the people we dealt with on the Fish 2.0 team were great to work with. We’d have no hesitation to do it again.
    - Ed Robinson, Fish 2.0 2013 Semi finalist and 2015 Finalist (USA)
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