By Ian Mangiardi
on 5.21.12
Photo by Patagonia

In 1996, founder of Patagonia, Yvon Chouinard, changed the clothing industry with the move to organic cotton. The big dogs, such as Wal-Mart, are finally following suit. Now, 16 years later, Chouinard plans on once again changing an industry –- but this time, it’s the fishing industry.

Salmon has been a hot topic of controversy, since due to its popularity, certain wild species are now endangered. Domestic varieties are also over-farmed, often in unsanitary and unsustainable conditions. Chouinard wants to change this and has introduced the first of many items to be released by Patagonia Provisions -– an offshoot brand of the outdoor clothing empire that will be supplying the world with sustainable and delicious foods.

This new salmon jerky is provided by First Nation People in Canada, who hand catch each fish in the same river where they were born, and selectively process only the nonendangered species. No only does this process result in the finest catch, but it also prevents undersized fish and accidental deaths due to nets.

At $12.50 for a 2-ounce pack (or $35 for three pack) it’s definitely pricey, but that’s sadly the going rate for shifting an industry’s priorities and eating in good conscience these days. Grab yourself a pack of jerky – consensus is that the Smoked Black Pepper is the best of the three flavors, — and start saving salmon by eating them.

Buy Now: $13