What problem?
It is a frightening concept to mess with success. The old adage, “if it ain’t broke, don’t fix it,” is alive and well in our modern economy, and the seafood industry is no exception. Many seafood purveyors, when confronted with pressure to change their ways, can be resistant – especially if they see success and growth in their businesses. Why change, if the status quo seems just fine?
The fact is, however, that all is not well. There are a plethora of rocks and growlers lurking in the murky waters of the seafood industry: overfishing, habitat destruction, IUU fleets, and more. Still, it’s not common that a business owner is able to see all of these obstacles clearly… especially if ones perspective is obscured by the constant back-and-forth of a ringing cash drawer.
Chef Hajime Sato, however, is different.
A tiny revolution
Mashiko restaurant has been operating in Seattle for fifteen years, and it is by no means an unsuccessful operation. Chef Sato has a line out the door nearly every night, and unless you arrive just as the restaurant opens, it’s almost certain that you’ll be waiting for a table. By all standards and appearances, this is a prospering business. And frankly, Chef Sato had all this to lose when, in August of 2009, he took his entire business model and turned it upside-down.
Mashiko is the first sushi restaurant in the world that has transitioned from a conventional operation to a sustainable one. With only minimal help from myself and the other players in the movement, Sato turned his restaurant into a sustainable operation. He bid good riddance to his bluefin, hamachi, eel, monkfish, and other unsustainable items. These days, he directs his efforts towards innovation, education, and the identification of local and sustainable options.
New moves
Moreover, Chef Sato is the first traditionally-trained Japanese sushi chef to embrace the sustainable sushi movement. In his words, however, he is simply returning to the basic principles that gave rise to sushi over a hundred years ago: utilization of local and seasonal products, reverence for life, and interpretation of the bounty of the oceans in a respectful and reverent manner.
In the last few months, Mashiko has achieved a much greater degree of exposure than ever before. Interviews with Chef Sato have run on any number of popular food blogs; he received a glowing review of his operation from the Seattle Times and has appeared on the Food Network’s Extreme Cuisine with Jeff Corwin, where he discussed innovation in sushi, local seafood sourcing, and the amazing bounty of Puget Sound.
Through his bravery in challenging the conventional model, his determination to hold ethics and ocean conservation over the maximization of profit, and his contribution to the nascent sustainable sushi movement as well as the overall awareness of the consumer public in the Pacific Northwest, Chef Hajime Sato has brought a new spark to the sustainable sushi movement.
Good to have you on board, buddy.
Tags: ankimo, bluefin, corwin, eel, extreme cuisine, hamachi, IUU, mashiko, monkfish, overfishing, pacific northwest, sato, seattle, success, unagi, west seattle
Tataki Sushi and Sake Bar was the first sustainable sushi restaurant in the United States. When it opened in February 2008, however, it was to deafening silence from the culinary scene. Little money was available to spend on advertising and fanfare; chef/owners Kin Lui and Raymond Ho had already put themselves deep in debt merely through attending to the bare necessities that came with opening a restaurant. Although I was lucky enough to be involved in concept and development, I certainly wasn’t able to bring any money to the table.
The vision behind the restaurant was simple – to prove that sushi and ocean conservation did not necessarily run at odds in one another, and that in fact one could do honor to the art form and hold true to the pursuit of excellence that is part and parcel of the cuisine, while at the same time respecting and nurturing the bounty of our oceans.
Sounds simple enough, right?
Not in our house
There were some major challenges right out of the gate. The five most popular sushi items in the United States – open-containment farmed salmon, farmed shrimp, longlined yellowfin tuna, farmed Japanese amberjack, and ranched freshwater eel were all unequivocally unsustainable choices. They all had to go, as did the biggest moneymaker of them all: bluefin tuna.
An even bigger challenge has been the lack of a full kitchen. Tataki has had to cope with this since day one. Frankly, though, it has only served to show how much more a hypothetical sustainable sushi chef could do with a full suite of tools.
The Tataki menu has evolved over time, but not a single one of the aforementioned products has ever blemished its pages. This has been a struggle in some ways, but in others, it’s actually proven surprisingly easy. An example? Replacing farmed salmon.
I can't believe it's not eel!
Since farmed salmon was never an option for us, Tataki has always offered arctic char in its place. We expected some degree of resistance from our customers, but it has never materialized. The char was instantly popular among our diners and to this day remains one of the restaurant’s best sellers. We bring in wild Alaskan salmon as well, but as this is a seasonal product, it is a delicacy that we are not able to offer on a daily basis.
Eel was replaced with faux-nagi, Chef Kin Lui’s brainchild. This sablefish-based dish delivers the deep, dusky sweetness and fatty texture of unagi, but doesn’t rely on an overfished product.
The chefs eschew bluefin toro in favor of the sweet, supple belly flesh of local pole-and-line albacore. Hamachi was never an option either, due to the state of stocks and the rapacity of the industry. Instead, Tataki’s offers farmed Hawaiian kanpachi (as well as wild amberjack, depending on the season.)
Welcome back, vegans
Tataki also boasts a thorough vegetarian selection. It seemed to us that vegetarians had been severely marginalized when it came to sushi — how many cucumber rolls can you eat before the experience becomes unbearably mundane? Moreover, vegetarians are, by definition, sustainable seafood supporters insofar as they would never order bluefin, eel, farmed salmon, or other dangerous options. Kin and Raymond put a tremendous amount of thought into designing a menu that offers both vegetarians and vegans alike a plethora of animal-free delights.
The vast majority of Tataki’s customers are thrilled about the options. Sure, we have the odd one or two patrons that lament our lack of unagi or toro, but we’ve found that the gains vastly outweigh the losses.
While the restaurant’s popularity has continued to grow, nothing could have prepared us for a recent event that both flattered and humbled us to no end. In its October 5th issue, Time Magazine declared Raymond, Kin and myself “Environmental Heroes of the Year” in honor of our work with sustainable sushi.
Our little corner of the industry
As ecstatic as we are about this award, it is actually our hope that our little operation will soon be forgotten amidst the dozens, even hundreds, of other restaurants and grocery stores that make the switch to a more responsible method of selling sushi. A niche restaurant may command a distinct market share, but it will not change the world; it cannot save the oceans. A vanguard restaurant, however, defines itself by the slow demise of its individuality. We at Tataki will know that we’ve succeeded in our mission when, from an environmental perspective, there is nothing to distinguish us from any other sushi bar.
The concept of sustainability is ballooning within the public consciousness, and with each passing day, the ideals of a sustainable lifestyle penetrate further into our daily existence. For all of us in the Tataki family, it has been and continues to be a true honor to play a role in the development of sustainable sushi.
Tags: albacore, bar, bluefin, casson, diners, eel, environmental hero, fauxnagi, hamachi, ho, kanpachi, kin, lui, raymond, restaurant, salmon, shrimp, sushi, sustainable, Tataki Sushi and Sake Bar, time, trenor, tuna, vanguard, vegan, vegetarian
A simple truth of sushi is that it tends to involve fish. A second simple truth is that, before they were nigiri or maki, these fish were living, breathing creatures. Strangely, this latter axiom seems to pass unnoticed all too often.
Luckily, we have Gayle to remind us.
The gifted and lovely Gayle Wheatley.
Gayle Wheatley is a well-known artist based in the Los Angeles area. She is supremely talented and works in an impressive array of media, including oil on canvas, illustration, and graphic design. Her work is displayed in numerous exhibitions and galleries around the world, and much of it has been snapped up by art collectors who lamentably discovered her before I did.
Gayle spent two years living in Japan, and I’m guessing that this is at least part of what has inspired her to use sushi imagery in her work. What interests me about Gayle’s art is her uncanny ability to depict the connection between sushi and life.
I often find myself waxing on ad naseum about this subject: fish are alive. Until they die, that is. Or we kill them.
This in itself isn’t a problem for me; rather, I’m concerned by the dubious understanding that we have of this connection on a subconscious level. Consciously, sure, we know the sashimi on our plate is fish… but do we stop and think about how it was a fish, as well?
- We are hamachi.
Picture this: you walk into your favorite sushi restaurant. You order hamachi. You wait a few minutes, maybe savoring a steaming cup of green tea or sipping Sapporo from a pilsner glass. A moment passes and a modest but smiling server approaches your table, places a small wooden block before you, and vanishes. On the block, resting softly on a shizo leaf, are two loosely-molded lumps of rice topped with a couple of pieces of a rich, cream-colored flesh with light veins of red and pink streaking through it. It is a beautiful dish, rich in its simplicity, evoking thoughts of freshness, purity, and delight.
What it doesn’t make us think of is a fish.
- But I was hamachi first.
Hamachi is a staple in the US sushi industry, but it is exceedingly rare in other sectors of our seafood landscape. You won’t find hamachi at your local Safeway, WalMart, or Kroger; nor will you see one resting in the crushed ice of a high-end independent urban seafood market. In fact, outside of a sushi bar, most Americans will never encounter a hamachi at all.
Which means most sushi-goers have no idea what the living fish actually looks like.
I find that it’s difficult to connect with something of which I have no tangible or visual appreciation, and fish are no exception. These gaps between us and the animals that we consume allow us to feed upon them with less regard for what they once were. Harmful fishing practices, filthy farming conditions, and even the ugly faces and off-putting monikers of particular fish are hidden to foster our ability to purchase in blissful ignorance at the point of sale. Why else would merchants decide to change the name of the Patagonian toothfish to the Chilean seabass? Or market the slimehead as “orange roughy”?
(Speaking of that, have you ever seen a whole, head-on Chilean seabass displayed in a fish counter? No? Maybe it’s because they look like this.)
This is a point of concern for me. In my view, it is missing the point to work towards sustainability in the fish industry if we do not reconcile our eating habits with the fact that fish are living creatures, not an amorphous commodity. As long as we continue to to treat these animals as less than that (farming them in unsuitable conditions, filling them with drugs and dyes, devastating their habitat with destructive fishing gear, etc.), we will continually find ourselves struggling to reach sustainability.
Gayle has managed to use sushi to portray these undersea organisms as the vivacious, mysterious, beating-heart marvels that they are. Her vibrant, almost monstrous depictions of the animals “behind the sushi” strikes a chord with me. Salmon roe sport teeth, similar to those they would have developed had they been allowed to hatch and mature. A clutch of eels writhe and squirm against a nori yoke, struggling mightily to escape a hackneyed kabeyaki fate. Cold- or warm-blooded, exo- or endo-skeletal, shelled or scaled, pelagic or benthic… it makes no difference. Gayle’s work ably demonstrates that all of the ocean’s inhabitants merit our reverence, as does the amazingly complex ecosystem that they compose.
It’s not about refusing to eat fish. It’s about bringing our awareness of what we are actually eating to the table. Once the information is present, we can make defensible decisions as to what is right for us as individuals. We can clearly delineate for ourselves what we will and will not consume. This kind of consumption works in harmony with our own personal ethics, and I promise, fish tastes so much better that way.
Tags: amberjack, art, eel, gayle, gayle wheatley, hamachi, ikura, illustrations, maguro, octopus, salmon, salmon roe, sushi, Sushi culture, tako, tuna, unagi, wheatley
Posted by Casson on Jan 11, 2009 in
Science and Rankings,
Update The original entry on hamachi (buri) has been split into three distinct chapters — hamachi (buri), kanpachi, and hiramasa. This allows for a more precise focus on these three important and significantly different industries.
Recommendations have changed for hiramasa.
Tags: almaco jack, amberjack, hamachi, hiramasa, jack, kanpachi, yellowtail
