.

>> VISITING WITH HUELL HOWSER IS MADE POSSIBLE FROM A GENEROUS GRANT FROM THE RALPH M PARSONS FOUNDATION.

>> GOOD MORNING, EVERYBODY I'M HUELL HOWSER.

I'M STANDING HERE WITH MICHAEL SIGLIANO, WE ARE ON THE CORNER OF COLORADO AND 12TH IN DOWNTOWN SANTA MONICA, AND WE ARE HERE BECAUSE MICHAEL AND I ACTUALLY MET AT A CHRISTMAS PARTY, AND YOU DID WHAT?

>> WELL, I WAS -- WE WERE AT THIS PARTY AND WE WERE AT A RESTAURANT WHICH I SUPPLIED FISH TO.

AND I SAID YOU HAVE TO SEE THE OPERATION.

I FELT WE WERE A PART OF SOUTHERN CALIFORNIA HISTORY.

>> SO YOU INVITE D US DOWN HERE TO SANTA MONICA SEAFOOD COMPANY WHICH HAS BEEN IN YOUR FAMILY SINCE --.

>> 1937 IT HAS BEEN IN OUR FAMILY, AND MIGRANT PARENTS HAD BEEN IN THE BUSINESS SINCE THE EARL DIFFICULT 20'S, AND ONE OF MY UNCLE MIGRATED TO SANTA MONICA AND STARTED SANTA MONICA SEAFOOD COMPANY IN 37 AND WE WERE ON THE PIER, RIGHT ON THE PIER, AND THEN IN '69 WE MOVED DOWN TO OUR CURRENT LOCATION AT 12TH AND COLORADO.

>> NOW, YOU TOLD ME YOUR FAMILY ACTUALLY STARTED THE INDUSTRY HERE.

>> YES, WELL, MY GRANDPARENTS IMMIGRATED FROM ITALY, OFF THE COAST OF NAPLES, AND FISHING WASN'T AS GOOD AS IT COULD HAVE BEEN AT THE TIME, AND THE CONDITIONS OFF THE SOUTHERN CALIFORNIA COAST WERE SIMILAR TO THE COAST OF NAPLES THAT THEY START D FISHING.

MY ONE GRANDFATHER WAS A FISHERMAN AND THE OTHER GRANDFATHER WAS A BUSINESSMAN.

>> THE POINT IS THE FAMILY HAS BEEN A PART OF THE SEAFOOD INDUSTRY IN SOUTHERN CALIFORNIA SINCE THE EARLY 1920'S, AND WHAT IS THIS CALLED THAT YOU DO.

>> WELL, WE ARE A DISTRIBUTEER, WE ARE A DISTRIBUTEER AND A RETAILER.

I MEAN IT'S KIND OF A NICE -- COUPLING OF THE TWO.

>> YOU SELFISH TO RETAIL CUSTOMERS.

>> WE SELFISH TO THE PUBLIC.

>> BUT YOUR MAIN BUSINESS IS SELLING IT TO RESTAURANTS ALL OVER CALIFORNIA.

>> RESTAURANTS, HOTELS, AIRLINES.

WHOEVER WANTS A HIGH QUALITY SEAFOOD, WE WILL SELL IT TO THEM.

>> TO START OUR TOUR YOU HAVE BROUGHT US WHERE.

>> I BROUGHT YOU TO THE RECEIVING AND SHIPPING AREA OF SANTA MONICA SEAFOOD COMPANY, THIS IS WHERE WE RECEIVE ALL OF THE PRODUCT FROM ALL OVER THE YEAR.

SOME OF IT IS FLOWN IN AND SOME OF IT IS TRUCKED IN.

>> THIS CAME IN FROM LOS ANGELES.

>> YEAH, THIS CONTAINER PROBABLY CONTAINED A LOAD OF AHI FROM HAWAII.

IT WILL FLOW IN AND WE WILL RECEIVE IT AND INSPECT IT TO CHECK TO SEE IF IT'S UP TO OUR STANDARDS, IF IT'S NOT WE WILL SEND IT BACK TO THE ORIGINAL BROKER WHO SOLD IT TO US.

>> IS THIS COMING IN OR GOING OUT.

>> THIS IS GOING OUT.

>> WHERE IS THIS STUFF RIGHT NOW.

>> THIS STUFF IS PROBABLY RIGHT HERE IN THESE BIG BOXES BECAUSE YOU CAN'T SHIP THE FISH LOOSE.

THIS IS A NONREFRIGERATED CONTAIN ARE.

THIS IS ANGLED TO MEET THE CONTOUR OF THE AIRCRAFT.

THESE FIT SIDE BY SIDE IN WIDE BODY AIRCRAFT.

>> THERE WAS A LOT OF TUNA COMING OVER FROM HAWAII.

>> ONE OF THOSE CONTAINERS HOLDS ABOUT 3,000 POUNDS.

THIS IS SHARK.

THIS IS A MACO SHARK CAUGHT OFF THE CALIFORNIA COAST, AND I KNOW THIS BECAUSE -- I KNOW THAT BECAUSE THEY ARE CATCHING SHARK RIGHT NOW, AND IT WAS BROUGHT INTO US ON A PALLET, WHICH WE ARE GOING TO REPACK.

>> GOOD MORNING.

YOU ARE AFTER THE SHARK?

>> YEAH, HE IS PROBABLY GOING TO GO GET THE SHARK AND REPACK IT.

WHAT THEY ARE GOING TO DO IS WEIGH THE -- PUT THE SHARK ON ONE OF THESE U.S. DC APPROVED PALLETS BECAUSE THEY CAN'T HAVE FOOD, AND THEY WILL START PUTTING THE SHARK ON THERE.

THEY WILL BE CHECKING THE QUALITY OF THE SHARK AND AT THE SAME TIME CHECKING TO MAKE SURE THE WEIGHT CORRESPONDS WITH THE WEIGHT THAT THEY HAVE SOLD US.

>> LET'S LOOK AT THAT.

OH MY GOSH.

>> THESE ARE ON THE SMALL SIDE.

AND MACO SHARKS -- WELL, CAN YOU PICK IT UP?

BOY.

THAT'S -- OH MY GOSH.

>> YEP, THAT'S NICE QUALITY.

SO WE WILL LOOK AT THE QUALITY OF THESE FISH.

WE CAN TELL BY A LOT OF THINGS, THE COLOR, THE SHINE OF IT.

>> BOY IT FEELS FUNNY.

>> THAT'S THE SKIN OF A SHARK.

>> I HAVE NEVER BEEN THIS CLOSE TO A SHARK, LIVE OR DEAD BEFORE.

>> WE WILL HAVE TO GET YOU SOME SHARK SKIN BOOTS.

>> ALL RIGHT THANK YOU VERY MUCH.

LET'S GO INSIDE.

THIS IS WHERE THE ACTION IS.

>> THIS IS WHAT WE CALL THE CUTTING ROOM.

THE CUTTING ROOM IS TEMPERATURE CONTROLLED TO MAINTAIN THE INTEGRITY OF THE PRODUCT.

WE TRY TO HAVE VERY LITTLE PRODUCT FLUCTUATION.

AND THEREFORE WE PUMP IN A LOT OF COLD AIR AND IT CIRCULATES OUT EVERY SO MANY MINUTES.

>> LOOK AT ALL OF THIS FISH.

WHAT ARE THEY DOING RIGHT NOW.

>> RIGHT NOW HE IS CUTTING CHARD, THIS IS FROM THE ARCTIC CIRCLE,.

>> UP IN THE YUKON TERRITORY.

IT'S FARM RAISED.

WHEN IT IS FARM RAISED, THEY CAN BRAND THESE THINGS.

AND THIS IS ANTARCTIC CHARD FROM THE YUKON TERRITORY IN NORTHERN CANADA.

>> LOOK AT THIS.

YOU HAVE GOT FISH.

WHAT IS THIS.

>> THESE ARE LIKE SUPERIOR WHITE FISH.

THESE ARE WHITE FISH OUT OF THE GREAT LAKES.

>> YOU HAVE GOT FISH FROM ALL OVER THE WORLD HERE.

OH MY GOSH, LOOK OVER HERE.

WHAT IS THIS IN WHAT'S HE CUTTING ON.

>> THIS IS A SWORD FISH.

THIS IS HALF OF A SWORD FISH, WHEN WE RECEIVE IT IT COMES FROM NO HEAD AND NO INSIDES.

HE IS GOING TO LOIN IT OUT FOR A RESTAURANT.

>> LIKE AT THAT.

>> ON A SWORD FISH, IF YOU NOTICE, THIS IS A CARTILAGE THAT RUNS DOWN THE MIDDLE OF IT, NOT A BONE, JUST ONE SINGLE CARTILAGE.

>> OH, MY GOSH.

I HAVE NEVER SEEN A PIECE OF FISH THAT BIG BEFORE IN MY LIFE.

>> THESE ARE COMING OFF THE CALIFORNIA COAST AND HAWAII.

>> OOPS, OOPS.

>> BUT THEY CATCH THESE ALL OVER THE WORLD, BUT RIGHT NOW THEY ARE PREDOMINANTLY COMING OFF THE CALIFORNIA COAST AND HAWAII.

>> SO HE'S GOING TO THROW THIS AWAY?

>> HE IS GOING TO THROW THIS AND PUT IT IN THE BIN.

>> WHAT IS THIS.

>> NOT MUCH, HEADS AND BONES AND THIS WILL BE PICKED UP AND TAKEN TO A PET FOOD RENDERING PLANT, THINGS OF THAT NATURE.

>> LOOK AT ALL OF THIS FISH OVER HERE.

>> THIS IS FARM RAISED ATLANTIC SALMON, WE HAVE BEEN MAKING SOME FILLET.

>> BOY, THAT'S SOME BEAUTIFUL SALMON.

>> WE BUY ALL OF THIS FISH IN THE WHOLE STATE AND THEN WE FILLET IT.

>> LOOK AT HIM OVER HERE.

DO THAT AGAIN FOR ME WITH THE KNIFE.

THAT WAS GREAT.

LOOK HOW HE'S GOT THAT KNIFE GOING.

>> OH, YEAH, THEY BETTER BE CUTTING FISH AND NOT PEOPLE.

>> LOOK AT THIS WAY -- LET'S WATCH YOU DO A LITTLE CUTTING THERE.

HE BASICALLY IS JUST --.

>> HE IS JUST GOING TO CUT THIS FISH DOWN, IT'S LIKE A TELEPHONE POLL AND WE ARE CUTTING IT INTO QUARTERS.

IF YOU LOOK AT THE CONTRACTS SECTION OF A SWORD FISH IT'S ROUND LIKE A TELEPHONE POLE.

HE CLEANS UP THE ENDS THAT ARE NOT USABLE, AND WE WILL MAKE BROCHETTE PIECES.

>> HERE IS ANOTHER CALIFORNIA SHARK.

>> CALIFORNIA MAKO, THIS IS EXACTLY WHAT YOU PICKED UP.

THIS IS WHAT THEY ARE PULLING UP JUST LIKE THIS.

YOU CAN SEE THE TEETH.

THESE USUALLY FEED ON SQUID.

>> YOU ARE GIVING THE FISH THE WHOLE FISH, THEY ARE NOT FILLETED OR PREPARE OR ANYTHING.

>> NO, WE TRY TO GET THEM WHOLE, IF IT ISN'T SOLD TO US WHOLE, THIS IS AN USUALLY A REASON WHY.

WE ARE QUALITY CONSCIOUS AND PLUS THE SHELF LIFE IS MUCH BETTER ON A WHOLE FISH.

THIS IS A STRIPE BASS.

THEY RAISE THESE HERE IN PALM SPRINGS, CAN YOU BELIEVE THAT IN CEMENT TANKS OUTSIDE OF PALM SPRINGS.

AND THEY BRING THEM UP TWICE A WEEK.

>> IS THIS FROZEN HERE.

>> NO, ALL OF THIS FISH IS FRESH.

>> WHAT YOU BASICALLY HAVE GOT IN THIS ROOM ARE GUYS WHO ARE WORKING ON THE --.

>> THEY ARE BASICALLY -- THEY GET ORDERS, AND EVERY ORDER THAT'S PRINTED OUT OF OUR COMPUTER ON THAT DAY IS PUT UP ON THAT DAY.

>> HERE IS A GUY DOING SOME MORE FILLETING DOWN HERE.

LOOK AT THIS, HE IS REALLY GOOD AT IT.

>> NOW, THIS IS A YELLOW TAIL.

THIS IS CAUGHT OFF THE CALIFORNIA COAST IN BAJA, CALIFORNIA.

AND THESE ARE VERY GOOD EATING FISH FOR PEOPLE WHO LIKE FISH, IT'S A STRONGER TASTEING FISH, YOU CAN TELL BECAUSE IT'S PRETTY DARK MEAT.

>> LET'S GET A SHOT AT THIS.

WE TRY TO TAKE OUT THE PARTS THAT ARE NOT TAISTY OR NOT USEFUL.

>> THIS IS BEAUTIFUL MEAT.

>> WHEN WE CUT THE FISH, WE LOOK TO SEE HOW GOOD OF A JOB THEY DO.

THERE IS NOT MUCH MEAT LEFT ON THESE BONES, YOU CAN ALMOST SEE THERE I THAT'S CRITICAL.

>> YOU DON'T WANT TO WASTE ANYTHING.

>> THAT'S RIGHT.

>> LOOK AT ALL OF THIS FISH HERE.

>> THAT'S A YELLOW TAIL RIGHT THERE.

PEOPLE SAY HOW DO THEY GET THEIR NAMES, NO GREAT SCIENCE, YOU LOOK AT THE FISH WHEN IT COMES OUGHT OF THE WATER, AND IT'S A YELLOW TAIL.

THIS IS A MAHI-MAHI HERE.

THESE COME IN FROM FIJI.

>> HE HAVE HAD FISH FROM HAWAII, ALASKA, DIFFERENT PARTS OF THE UNITED STATES, CHILE, ALL OVER THE WORLD.

>> THE SEAFOOD INDUSTRY HAS BECOME SO GLOBAL, PEOPLE ARE LOOKING TO PUSH THE ENVELOPE, THEY WANT TO TRY MORE AND MORE PRODUCTS, WHEN YOU GO INTO A RESTAURANT, PEOPLE DON'T WANT TO SEE THE SAME THING, SO THEY TRY TO BRING IN DIFFERENT THINGS.

SO THEY PUSH US TO THE LIMIT TO BRING IT IN.

>> LOOK AT THIS FISH.

THAT'S A BUEFTFUL FISH.

HE'S WEIGHING IT UP RIGHT HERE.

THAT'S A 14 POUND FISH.

>> THIS IS A 14 POUND FISH.

AND THIS FISH WAS CAUGHT HOOK AND LINE.

>> HOW DO YOU KNOW HOW THEY ARE CAUGHT?

>> THAT'S USUALLY HOW WE BUY YELLOW TAIL, IS HOOK AND LINE AS OFTEN AS POSSIBLE, AND SOMETIMES YOU WILL SEE NET MARKS, FROM WHERE THE FISH BANGS AGAINST THE NET.

WE PREFER NOT TO BUY THEM THAT WAY, BUT SOMETIMES WE HAVE TO.

BRUISES MAKES A FISH SOFTER, AND PLUS WHEN YOU USE A NET UNLESS YOU ARE FISHING FOR A SPECIFIC SCHOOL OF FISH, SOMETIMES THERE IS SOME BICATC BICATCH THAT IS NOT THE BEST FOR EVERYBODY.

AND WE HAVE A CONSCIENCE WHEN IT COMES TO GETTING SEAFOOD.

>> THIS SWORD FISH IS I THINK 150 POUNDS, WE DON'T LIKE TO BUY FISH LESS THAN 125 POUNDS BECAUSE THEN YOU ARE STARTING TO GET INTO THE MORE INFANT FISH, THE ONES THAT HAVEN'T REACHED THEIR REPRODUCTIVE CYCLE.

SO THE FISHERMEN NO WE WILL NOT BUY SMALL FISH.

AND IT HELPS US KNOWING THAT WE THINK WE ARE DOING THE RIGHT THING.

AND SO WE WILL BUY FISH BETWEEN 125 AND 250 POUNDS.

>> THAT'S THE BIGGEST FISH --.

>> THIS IS A SMALL FISH.

WE WILL GET SWORD FISH OUT OF CHILE THAT WILL WEIGH MAYBE 500 POUNDS, THAT'S TOO BIG BECAUSE THE FISH IS TOO BIG IN DIAMETER, AND THEN YOU GET IT TO A CHEF, AND IT'S TOO BIG FOR THE PLATE.

SO LITTLE THINGS WE HAVE TO THINK ABOUT.

>> ALL RIGHT.

NOW, WE HAVE ANOTHER ROOM.

WHAT ARE YOU POINTING OUT OVER HERE?

WHAT ARE YOU POINTING AT.

>> I WAS JUST POINTING AT THE AHI TUNA, YOU WANT TO GO LOOK AT IT.

>> WHO IS THIS FELLOW HERE.

>> THIS IS BASICALLY OUR FLOOR MAN FOR THE FRESH CUTTING ROOM.

HE HAS BEEN WITH US FOR HOW LONG?

>> 11 YEARS HERE.

>> AND HE HAS MADE HIS WAY THROUGH DIFFERENT STAGES OF THE COMPANY AND HE'S EARNED A POSITION TO BASICALLY OVERSEE THIS ENTIRE ROOM AND ALSO DO QUALITY CONTROL.

HE LOOKS AT THE FISH COMING IN AND GOING OUT.

HE KNOWS WHAT HE NEEDS TO WORK WITH.

>> NOW, QUALITY CONTROL.

TELL US ABOUT THE QUALITY CONTROL ON THIS FISH RIGHT HERE.

ANALYZE THIS FOR US.

>> THE FIRST THING YOU WANT TO LOOK AT IS THE EYES.

NICE CLEAR EYES RIGHT HERE.

THEN WE LOOK AT THE GILLS, YOU SEE THE REDNESS OF THE GILLS, I MEAN, IT'S REAL FRESH.

>> SO THE EYES ARE CLEAR AND THE GILLS ARE REAL RED, IT MEANS IT'S FRESH.

>> THAT'S A REAL NICE FRESH FISH RIGHT HERE.

IT'S BEAUTIFUL.

>> YOU CAN TELL WHEN YOU SEE THEM RIGHT AWAY.

I CAN'T SNAP MY FINGERS, THEY ARE COVERED WITH FISH.

YOU KNOW RIGHT AWAY, YOU CAN ANALYZE THE FISH RIGHT AWAY.

>> AND ANOTHER THING WE LOOK FOR IS WHEN A FISH IS REAL FRESH, AND IT'S A SALT WATER FISH, IT WILL SMELL LIKE THE OCEAN.

IF IT SMELLS FISHY, WE SAY YOUR NOSE KNOWS, AND WE SAY A CONSUMER SHOULDN'T BUY IT.

>> MOST OF THE FISH THAT COMES IN HERE IS PRETTY GOOD, ISN'T IT?

THEY SEND YOU THE GOOD STUFF.

>> WE KEEP ONLY THE GOOD STUFF, AND THE BAD STUFF WE REFUSE IT.

>> IT WILL COME TO US AND WE WILL REJECT IT AND SOMEBODY ELSE WILL BUY IT.

WE DON'T KNOW WHAT HAPPENS AFTER WE REJECT IT, ALL WE KNOW IS IF IT DOESN'T MEET OUR STANDARDS, -- PEOPLE KNOW WHAT WE WANT.

WE DON'T DEAL WITH A LOT OF DIFFERENT SUPPLIERS.

>> THIS HAS GOT TO BE AN INTERESTING JOB FOR US.

>> I LOVE IT.

I HAVE BEEN HERE LONG, AND I PLAN TO BE HERE LONGER THAN THAT.

>> DID YOU KNOW MUCH ABOUT FISH BEFORE YOU CAME HERE.

>> NO, I BASICALLY LEARN IT HERE WITH SIGLIANOS, AND THEY TEACH ME THE BASICS, AND AFTER THAT I LEARN MYSELF, ASKING QUESTIONS.

>> IT KIND OF GETS IN YOUR BLOOD, DOESN'T IT?

>> YEAH, YEAH, IT'S A PRETTY GOOD JOB.

ONCE YOU GET TO KNOW FISH, AND YOU GET TO KNOW, MORE AND MORE AND MORE, AND IT NEVER ENDS.

>> AND YOU HAVE REALLY GOT IT IN YOUR BLOOD, AND ON YOUR HANDS.

>> WE WERE CUTTING SOME TUNA OVER HERE, HE ALREADY BROKE IT DOWN.

MAYBE WE CAN GET ANOTHER AHI --.

>> WHAT'S IN HERE?

>> THIS IS OUR COOLER.

THIS IS WHERE, -- TO PUT IT IN RELATION TO A HOME, THIS IS OUR HOME REFRIGERATOR, AND IT'S COLD.

AND IT NEEDS TO BE COLD.

>> THESE ARE GROUPERS FROM PANAMA.

THESE ARE BIG.

>> HOW MANY POUNDS IN HERE.

>> 264 POUNDS IN THIS ONE CONTAINER.

>> HERE ARE MORE OF THESE HUGE --.

>> THIS IS 300 POUNDS THIS SWORD FISH.

>> OH, MY GOSH.

BOY, YOU GOT EVERYTHING.

>> WE HAVE EVERYTHING.

WE HAVE --.

>> AND YOU HAVE GOT --.

>> WE HAVE GOT SOME HALIBUT.

THESE ARE CUT OFF THE COAST OF CALIFORNIA.

THESE ARE CALIFORNIA HALIBUT.

THEY ARE NICE BUT THEY DON'T GET BIG.

>> WHAT ABOUT CALIFORNIA FISH THESE DAYS?

HOW ARE WE DOING COMPARED TO THE REST OF THE WORLD.

>> THE INDUSTRY IS VERY TIGHTLY CONTROLLED, AND CALIFORNIA BEING KIND OF A BELL WEATHER STATE, PEOPLE ARE SENSITIVE TO THEIR COASTLINE, SO IT MAKES FISHING OFF THIS COAST RATHER RESTRICTIVE, BUT IN A GOOD SENSE.

WE WATCH HOW WE FISH IT.

WE DON'T GO OUT THERE AND INDISCRIMINATELY TAKE EVERYTHING.

AND SO WE HAVE A LOT OF REGULATIONS ON THIS COAST.

>> WE ARE NOT FISHING OUT, ARE WE?

>> NO, THERE ARE SOME SPECIES, THAT THERE SHOULD BE SOME PROTECTION PUT ON THEM OR ATTENTION PAID TO THEM, BUT RIGHT NOW WE ARE IN A GOOD SITUATION.

THE SWORD FISH SITUATION -- I MEAN SWORD FISH IS A HIGHLY DEMANDED FISH, AND THEY CAN'T FARM RAISE THAT FISH.

SO WE ARE ALWAYS CONCERNED ABOUT ARE THERE GOING TO BE MORE CONSUMERS THAN THERE IS FISH.

IT IS A GLOWING AN INDUSTRY, AND EVEN THOUGH THE UNITED STATES PUTS RESTRICTIONS ON THE FISH, THERE ARE OTHER COUNTRIES WHO DON'T.

AND SO IF YOU HAVE GOT FISH THAT ARE CAUGHT OFF THE CALIFORNIA COAST AND MOVE TO THE CHINA COAST, THOSE FISHING INDUSTRYS ARE VERY AGGRESSIVE AND THEY WILL DO THINGS WE WOULDN'T DO.

>> WHAT IS THIS?

>> THAT IS THE CHARD THAT WE WERE FILLETING.

>> IT'S GOT A GOOD SLIEM ON IT, SEE.

>> I THINK I JUST MESSED IT UP.

>> THAT'S ALL RIGHT.

WE WILL WORK WITH IT.

>> WHAT DO YOU MEAN?

YOU WILL WORK WITH IT?

>> WE WILL CUT IT OFF.

WE WILL DEAL WITH IT.

>> I AM SORRY.

OH, BOY, YOU BROUGHT ANOTHER BIG ONE.

>> THIS IS A HAWAIIAN YELLOW FIN TUNA.

IT HAS GOT THESE BUT --.

>> LOOK AT THESE YELLOW FINS, LOOK AT THIS.

>> THIS PROBABLY WEIGHS -- 150.

>> ALL TOGETHER WITH THE HEAD AND EVERYTHING, IT'S ABOUT 150 POUNDS.

>> NOW YOU ARE GOING TO FILLET IT RIGHT NOW.

WELL, WE WILL WATCH YOU DO YOUR THING HERE.

THAT'S GREAT.

HE IS POURING WATER ON IT SO HE HAS A CLEAN SURFACE TO WORK WITH AND THE KNIFE DOESN'T SLIP OR ANYTHING LIKE THAT.

WHEN YOU SAW THAT AIRLINE CONTAINER OUT THERE, THIS IS WHAT THAT FISH WOULD COME IN.

IT COMES IN FLOWN OVERNIGHT, AND IT GOES THROUGH THE AUCTION.

>> WHAT DO YOU MEAN THE AUCTION.

>> THERE IS AN AUCTION SYSTEM IN HAWAII, WHERE THE FISH --.

>> WHOA, WHOA.

>> -- WHERE THE FISHERMEN WILL BRING IN THEIR FISH TO A CENTRAL AREA, AND PEOPLE WILL BID ON THEM BASED ON THE QUALITY OF THE FISH AND THE HIGHER THE QUALITY, THE HIGHER THE PRICE.

AND THAT'S HOW IT WORKS.

AND WE HAVE PEOPLE AT THE AUCTION WHO KNOW WHAT WE WILL USE AND WHAT WE WILL PAY, EVERY DAY WE BUY TUNA AND EVERY DAY IT MIGHT BE A SLIGHTLY DIFFERENT PRICE.

>> BOY, I HEARD THAT.

THAT'S A GOOD SOUND.

>> WHAT?

>> THAT'S A GOOD SOUND.

>> THE SOUND OF A --.

>> THAT'S THE SOUNDS OF THE KNIFE RUNNING ALONG THE BONE.

WHICH MEANS THERE IS NOT MUCH MEAT BETWEEN THE BONE AND THE KNIFE.

THAT'S WHAT WE WANT.

A NICE CLEAN CUT.

THIS IS PROBABLY GOING TO BE IN THE NEIGHBORHOOD OF 20, 22 POUNDS, THIS ONE PIECE OF FISH HERE.

>> THIS FISH IS ALL GOING TO WHERE?

RESTAURANTS.

>> RESTAURANTS.

WHEN YOU GO IN TO A RESTAURANT AND THEY SAY THEY ARE GOING TO HAVE SEAREDAHI, THAT IS WHAT IT IS.

>> THIS IS L.A., SAN DIEGO, PALM SPRINGS.

WE ALSO DO SHIPPING OUT OF STATE.

PEOPLE WANT GOOD FISH, AND THEY WILL GO TO EXTREMES TO GET IT.

WE WANTED TO SHOW YOU HOW CLEAN THIS IS.

>> THAT'S RIGHT DOWN TO THE BONE THERE.

>> RIGHT DOWN TO THE BONE.

AND WE WILL GET FOUR LOINS OUT OF THIS TUNA.

THIS IS WHAT PEOPLE REFER TO AS AHI,.

>> THANK YOU FOR SHOWING US HOW YOU WORK.

ARE YOU WORRIED I AM GOING TO GET FISH ON MY HANDS.

I DON'T THINK THAT'S A PROBLEM BY NOW.

THANK YOU, SIR.

OKAY, NOW WE HAVE COME BACK OUT ON COLORADO AVENUE, MICHAEL, TO SEE THE OTHER PART OF YOUR BUSINESS.

THIS IS THE RETAIL PART OF THE STORE.

>> RIGHT, THIS IS WHERE THE PUBLIC HAS THE OPPORTUNITY TO BUY THE RESTAURANT QUALITY SEAFOOD.

THE STUFF WE JUST SAW IN THE BACK THAT THEY WERE CUTTING, WE OFFER THE SAME PRODUCT DOWN HERE IN THE FRONT.

SO THAT MAKES US A LITTLE DIFFERENT.

WE HAVE ALL THE PRODUCT BEHIND THERE, WE HAVE A BIG SELECTION, AND WE HAVE AN OPPORTUNITY TO SHOW IT TO THE PEOPLE.

WHEN PEOPLE BUY FROM SANTA MONICA SEAFOOD, THEY KNOW WHAT IT'S LIKE.

>> NOW, THIS IS -- THESE ARE FILLETS OF THE FISH THAT WE HAVE SEEN UPSTAIRS THIS MORNING.

>> EXACTLY.

EXACTLY.

EVERYTHING WE SAW UPSTAIRS, MAYBE WE DIDN'T SEE IT ALL, BUT EVERYTHING WE HANDLE UPSTAIRS MAKES IT'S WAY DOWN HERE, AND THE PUBLIC HAS THE OPPORTUNITY TO DO A LOT OF THINGS WITH IT.

FISH THAT THEY WOULDN'T BE ABLE TO GET AT THEIR LOCAL GROCERY STORE, THEY WILL BE ABLE TO CONGRESSMAN HERE AND EXPAND THEIR MENU.

LIKE THE CHAR THAT WE SAW.

>> WHO ARE THESE PEOPLE OVER HERE.

AREN'T WE SUPPOSED TO MEET SOME PEOPLE HERE.

>> WE ARE, HERE IS MY BROTHER GERALD WHO IS PRESIDENT OF THE COMPANY.

>> I WORK FOR HIM.

>> NICE TO MEET YOU SIR.

>> AND YOU ALL ARE REGULAR CUSTOMERS.

>> AND YOUR NAME?

>> RUTH ALBERT.

>> HOW MANY YEARS HAVE YOU BEEN COMING HERE.

>> I DON'T WANT TO TELL YOU.

I THINK SINCE ABOUT 1970.

>> WHY DO YOU COME IN AND GET YOUR FISH HERE?

>> WELL, YOU TELL ME WHERE ELSE WE CAN BUY FRESH FISH IN LOS ANGELES?

WE FOUND OUT THAT THIS WAS THE BEST PLACE, AND WE HAVE JUST COME AND COME AND COME AND WE LIVE ON THE WEST END OF TOWN.

WE ALSO HAVE A PLACE IN PALM SPRINGS AND I BUY THE FISH HERE AND BRING IT THEM.

>> ANOTHER LONG TIME CUSTOMER HERE?

>> SINCE 1974.

>> TELL ME WHAT YOU ARE LOOKING AT TODAY.

>> I AM GOING TO BUY THE SALMON STEAK.

>> YOU DIDN'T HESITATE FOR A SECOND.

>> NO, NO, I HAVE STANDARD FISHY BUY HERE, AND ITS OTHER ALWAYS FRESH AND ALWAYS GOOD.

>> YOU HAVE GOT SATISFIED CUSTOMERS, OBVIOUSLY.

AND THIS IS TRULY A FAMILY BUSINESS, ISN'T IT.

>> YES, IT IS.

>> HOW MANY FAMILY MEMBERS ARE IN THE BUSINESS.

>> EIGHT OF US, ME AND SIX SIBLINGS, I HAVE FIVE BROTHERS AND A SISTER, AND WE HAVE A SECOND COUSIN WHO IS A SALESPERSON.

>> YOU REALLY HAVE THE WHOLE FAMILY.

IS THAT A GOOD THING?

OBVIOUSLY IT IS.

IS IT ALWAYS A GOOD THING.

>> IT WORKS, WE GET ALONG REAL WELL.

WE HAVE WORKED TOGETHER FOR SO LONG, IT'S NATURAL.

THIS IS ALL WE HAVE DONE, WHEN WE WERE KIDS WE HAD A LITTLE FISH MARKET IN SAN PEDRO, OUR FATHER CONSIDERED THAT THE FARM SYSTEM OF FISH, AND THEN WE GRADUATED TO THIS.

WE STARTED PROBABLY WHEN WE WERE ABOUT TEN YEARS OLD.

>> IT'S WORKED.

>> YEAH, IT HAS WORKED AND WE HAVE CARRIED OVER THE FAMILY TRADITION TO A LOT OF PEOPLE.

WE HAVE PEOPLE WHO HAVE BEEN WITH US FOR MANY, MANY YEARS.

>> WOULD YOU TELL ME THIS LADY HAS BEEN HERE FOR A LONG TIME JOO, MARTHA IS OUR CASH REGISTER PERSON, AND HOW LONG HAVE YOU BEEN WITH US?

>> 25 YEARS.

I WAS VERY YOUNG WHEN I COME TO WORK HERE.

>> SO YOU HAVE SEEN A LOT OF HAPPY FISH CUSTOMERS COME THROUGH HERE.

>> BEAUTIFUL PEOPLE.

IT'S THE BEST PLACE TO SHOP.

>> WELL, YOU HAVE GOT A LOT OF HAPPY CUSTOMERS.

NO ONE WILL HAVE ANY DOUBT IN THEIR MIND WHERE LEWIS AND I HAVE BEEN TODAY, WE HAVE STILL GOT THAT FISH SMELL, BUT IT'S FRESH FISH, AND FISH FROM ALL OVER THE WORLD.

AND THIS HAS BEEN EVERYTHING THAT I HOPED IT WOULD BE.

I THINK FEW OF US HAVE EVER HAD THE OPPORTUNITY TO SEE FISH THAT BIG BEFORE.

USUALLY WE SEE IT AFTER IT'S BEEN CUT AND FILLETED LIKE THIS.

>> EXACTLY.

THEY DON'T UNDERSTAND A LOT OF THE THINGS THAT GO INTO IT AS WELL, THE LOGISTICS INVOLVED AND THE QUALITY CONTROL INVOLVED, AND NOT EVERYTHING THAT COMES OUT OF THE WATER THAT IS SOLD HERE.

THERE ARE SOME THINGS THAT DON'T MAKE THE CUT.

AND THAT'S WHAT'S HELPED OUR BUSINESS, BOTH WHOLESALE, WITH THE RESTAURANTS AND HOTELS, AND THEN WITH OUR RETAIL CUSTOMERS.

>> HERE IS A HAPPY CUSTOMER RIGHT HERE.

YOU GOT IT RIGHT HERE.

>> WE HAVE GOT A FISH IN A WHITE PACKAGE.

>> I COME IN ABOUT TWO OR THREE TIMES A WEEK.

ALWAYS BUY WHATEVER I NEED TO HAVE FOR THE DAY, AND THAT'S IT.

>> BOY, THIS HAS BEEN GREAT.

THANK YOU VERY MUCH, LET ME SAY GOOD-BYE TO THE PRESIDENT, GOOD-BYE, NICE TO HAVE MET YOU ALL.

>>> THIS HAS BEEN ABSOLUTELY A WONDERFUL DAY HERE AT SANTA MONICA SEAFOOD COMPANY.

WE SAW IT ALL, ALL THE WAY FROM THE BIG FISH TO THE LITTLE PACKAGE.

AND WE HAVE HAD A GREAT DAY.

>> ALL RIGHT.

WE MISSED ONE OF YOUR FAMILY MEMBERS, TOO.

>> SURE DID, OUR COUSIN.

>> YOUR NAME IS --.

>> JOHN DELUCA.

>> HOW ARE YOU PART OF THIS.

>> ORIGINALLY MY FATHER STARTED THE BUSINESS IN 1938 AND I AM STILL WORKING HERE TODAY.

>> SO YOU HAVE GOT EVERYBODY HERE.

IF YOU ARE STILL WORKING, HOW COME I AM HOLDING THE FISH.

HELP ME FELLOWS.

ldÑ&gt ;-R