Chews Wise

What Should Nobu Do on Bluefin Tuna? A Few Offer Advice

Image source: Bluefin Tuna, Monterey Bay Aquarium

By Samuel Fromartz

Chef Nobu Matsuhisa is one of the world's most celebrated Japanese sushi chefs, and with partners, like Robert De Niro, he operates 24 restaurants globally that have been a favored haunt of Hollywood stars.

But for several years now, he has come under fire for serving bluefin tuna, a spectacular and expensive species of tuna which is dangerously overfished in the Atlantic and Mediterranean. Bluefin tuna populations are one-tenth of what they once were and industrial fishing, a good deal of it illegal, continues to decimate them.

British environmental journalist Charles Clover has been one of Nobu's loudest critics, and in The End of The Line, a powerful new documentary based on his book, bluefin tuna and Nobu's menu are a central issue. (The documentary opens on Monday, World Oceans Day.) 

In response, Nobu recently added an asterisk describing bluefin as "environmentally challenged" on the menu and putting the onus on diners to eat it or not. This move has not placated critics, like Greenpeace, which has demonstrated inside Nobu's flagship restaurant. Now the celebs who put Nobu on the map have threatened to boycott the restaurant over the issue. Among them: Charlize Theron, Sting and Elle Macpherson. They want a response by Monday.

Given the potential damage to the chef and his restaurant's reputation, I posed the following question to a number of people, including New York Times columnist Mark Bittman, ocean conservationist and writer Carl Safina, and several others, many of whom work on sustainable seafood issues.

What should Nobu do to resolve his conflict over serving bluefin tuna? How can he both protect his brand and ensure the highest dining experience for his patrons?

Michael Sutton
Director, Center for the Future of the Oceans
Monterey Bay Aquarium

As perhaps the nation's most prominent sushi chef and restaurant owner, Nobu has a vested interest in the sustainability of our seafood supplies. Kuro maguro, or bluefin tuna, is one of the most valuable and prized species for the sashimi market. Nobu naturally wants to supply his patrons with the very best sashimi, so it's understandable that he does not want to remove bluefin tuna from his menus.  

But the mark of a real leader is foresight, the ability to consider the future impact of present-day decisions.  And it doesn't take much foresight to see that bluefin tuna is seriously depleted throughout its range and could become commercially extinct in the near future. Nobu therefore has a terrific opportunity to become recognized as the savior of the bluefin tuna rather than a principal factor in its demise.  

If I were Nobu, I would seize the opportunity and issue a press release saying that after considering the long-term interests of sashimi lovers everywhere, I will no longer serve bluefin tuna in my restaurants until fishery managers have taken appropriate action to put the species on the road to recovery. A decade ago, leading chefs did just that by joining forces with the Give Swordfish a Break campaign, which helped build the political will for swordfish recovery.  Many of those leading chefs won praise from their clientele and have now have put swordfish back on their menus, secure in the knowledge that we'll all be able to enjoy swordfish for the future.  Nobu, it's your turn to step up to the plate and into the limelight!

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Mark Bittman
“Minimalist” Columnist,
The New York Times

Author of Food Matters: A Guide To Conscious Eating and other books

Nobu is both a “he” and an “it.” I don’t know if “he” or the organization makes these decisions. It’s very simple. He/it either cares about this issue or does not. From a culinary perspective, I agree that yellowfin tuna is not a real substitute. But there is a world of food out there, and good chefs can work around hardships like this. If enough do, maybe bluefin will come back as a commercially viable species. If not – in short order, no one will be eating it, not even Nobu’s customers. Surely this is understandable.
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Carl Safina
Author, Song for the Blue Ocean and other books
Founder Blue Ocean Institute

Nobu should do what we should always do: the right thing. The "highest" experience includes the awareness, sense of responsibility, and often the self-sacrifice that goes with real leadership. He should wear the intentional omission of bluefin as a badge of honor. 

The fish is doing extremely poorly specifically because of overfishing for sushi markets, and is listed "critically endangered" in the Atlantic. At the extreme minimum, he should stop selling wild bluefin and wait until the Australians (or whoever gets to market first) have farm-hatched fish for sale (not wild-caught, captive fattened). Even that has problems, but no one should be involved in killing wild bluefins at this point.

As far as I'm concerned, a person who does not care enough to do the right thing simply isn't a leader. Catching bluefin tuna and mako sharks was the most thrilling thing I ever did, and I did quite a bit of it--years ago; not anymore. For one thing, they're so rare it's just sad now. For another thing, I don't want to be part of what's obviously a big problem.

As for the "highest" experience, I'll say this: I would not go to Nobu for a free meal. He's just in it for himself and isn't trying to be part of the solution. That's typical, not "highest." There are, as they say, bigger fish to fry. Except that in this case, they're smaller fish, and they're raw.
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Michael Ruhlman
Author of Ratio, The Reach of a Chef, and other books

While I cynically wonder if Charles Clover is using the tactic of singling out a high profile chef to promote the film based on his book, I also think Nobu ought to respond. He can say I'm doing nothing illegal and my allegiance is to my customer, not the fish. Fair enough.

But I believe it is a chef's duty to care for the earth and the source of his or her food. He ignores it at his own peril. If I were Nobu, I would not serve it and urge others not to. His example would be powerful. Also he's a chef, he should be able to make great food out of my lawn. Why does he need any one single fish to keep his business afloat?  Surely he can use his wits and talent to create extraordinary food without relying on the diminishing supply of wild bluefin.

I hear Chilean sea bass is nearly off the endangered list. I'd be willing to go five years or more without bluefin to ensure that it thrived.
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Fedele Bauccio
Founder and CEO
Bon Appetit Management Co., a premium food service company focused on ethical sourcing for more than 20 years.

I don't see why Nobu has to serve bluefin tuna to protect his brand. The measure of a good chef should be making great tasting food using ingredients that are grown or harvested in a way that protects the well being of guests, the communities where the food is served and the natural environment that provides culinary bounty. Local, seasonal ingredients have been an honored tradition in Japanese cuisine for thousands of years. Why not build the menu around these treasured elements rather than serving a threatened species?

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Barton Seaver
Founding Chef, Hook, Washington DC
Current Chef, Blue Ridge, Washington DC

The business of a restaurant is to satisfy guests and even the greatest can be broken by a fickle clientele. So it's not hard to understand why a restaurant group such as Nobu continues to play cards that work. Bluefin tuna is simply the best tuna in the sea. It also takes a lot of the guess work and variability out of a vast multinational operation.

But bluefin has not always been the king of the menu. Chefs like Nobu had to convince guests to try it. "And you want me to eat that raw?" was most likely the initial response. If chefs like Nobu could vault bluefin to its star status, then certainly they can use their talent to introduce guests to a substitute. Kate Winslet has said Nobu's 'food is like sex on a plate'. That is pretty good praise. Nobu clearly has the talent and credibility to shape tastes globally. It is time for him to do so with a delicious and sustainable solution.
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Mark Powell
Marine Biologist, formerly with Ocean Conservancy

Nobu should use his standing to help build change.  For example, he could work with bluefin tuna conservationists to create an action campaign, and he could speak out for conservation and enlist his customers in the effort.  Nobu’s Save the Bluefin campaign could have “action of the month” opportunities such as advocating for specific management measures, e.g. science-based catch limits and protected areas for spawning fish. These could be chosen to address the biggest issues and opportunities as they arise. There’s a great need to work with people’s love for fish as seafood, rather than denying and fighting against such connections. Walking away from bluefin would be the easy way out. Working to correct the problem after years of profiting off the fish would be far more noble.
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Kozo Ishii
Director, Marine Stewardship Council - Japan Program

There is a growing market for sustainably caught fish that is being supported by fisheries, fish processors, retailers and restaurants in the world. It remains the responsibility for all of us to support these efforts by recognizing and rewarding sustainable fishing where it is occurring.  As a celebrity chef and restaurateur, I think that Nobu is in a unique position to further accelerate the supply and demand for sustainably caught fish by not only committing to sourcing it himself, but also by using his voice to help drive home the urgent need to secure fish stocks for future generations.
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Tim Fitzgerald
Marine Scientist, Oceans Program
Environmental Defense Fund

I'm of two minds on this one. On one hand, it seems clear that the only way forward is to remove it from their menu entirely. And if they really wanted to start repairing their tarnished eco-image, they could even go so far as to call on global tuna fisheries authorities to institute more sustainable management for these species. Or, they could support research to develop eco-friendly aquaculture that does not rely on wild-caught bluefin.

However, consumers have notoriously short memories, and Nobu might decide to weather the PR storm until it blows over. Remember the PCB scare with farmed salmon a few years ago? Six months later the industry was posting record profits as if nothing had ever happened.

Reflections on Best Baguette in Washington D.C.

By Samuel Fromartz

Once in awhile, when you put a lot of work into a task and actually get a decent result -- well, you get to gloat, at least for a few minutes. So excuse me while I do so, because my humble, home-made baguettes just topped every bakery in Washington, D.C., in a blind tasting competition.

On the one hand, this result was unexpected. I mean, I’m a writer by profession. I’ve always been a writer, well, almost always. But I love to cook too, and at times have become passionate about it. I’m also drawn to crafts, and to crafts people; whether the craft is putting words together or making a whole grain sourdough loaf.

But in distinction to writing, baking has been a private endeavor. It was just something I did to break the tension, when my arms tensed up from typing too much, or when I just wanted to leave the computer screen and do something with my hands -- to make something tactile.

Dan Barber Kissed by Ferran Adrià

Ferran Adrià's comment on Dan Barber in Time magazine:

Everything he does in the organic world is authentic and truthful. There is no pretense. When he offers you an appetizer composed of simple vegetables dewy with liquid salt, he is saying something to you. He converses with one of the things that I love in gastronomy: the essence of the produce. These are culinary preparations that retain the soul of the food. You discover and decipher the workings of that language — sometimes simple, sometimes complex — during the meal. It is a playful dialogue because we enjoy eating it.

Not to be outdone, Barber also won a James Beard award this week for outstanding chef.

Obama Iron Chef Contest

Talk about a meal change in the White House. Bush didn't care for anything "green" or "wet" but the Obamas eat a lot of fresh food, the NY Daily News reports.

"They try to limit the sweets and they include a lot of fruits, vegetables and lean meats in their meals," an Obama pal said. "Of course that isn't always possible when he has been campaigning."

Here's the three chefs in the running for White House chef: Art Smith, who prepared Obama's meal at Oprah's fund-raiser for the candidate; Rick Bayless, owner of Chicago Mexican restaurants Topolobampo and Frontera Grill; and Daniel Young, who cooked for Obama at the Democratic Convention, the paper says.

So who's in the running for White House Gardener?

Clare Whacks a Chef with a Fish

Dear Chef-You-Know-Who-You-Are,

I figured our telephone conversation the other day might be awkward. Confrontation usually isn’t my thing. That’s why I’m a food-writer and not an investigative journalist. Believe me, no one was more surprised than me to discover you have bluefin tuna on the menu so brazenly, nestled right between the locally farmed oysters and beautiful organic greens from a nearby farm. I could have accidentally thought you were into sustainable ingredients. Silly me. So when I called you to ask “Why do you have bluefin tuna on the menu?” Uh, it wasn’t to chat with you about the fat content and deliciousness of the fish like you assumed.  It’s because everyone – including my 80-year old mother in the middle of Iowa – is aware of the demise of this spectacular fish.

I’d like to give you a pass because you simply didn’t know, but frankly? You’re in the industry. You talk to your fish purveyor frequently. And telling me that you only sell four pounds a week didn’t really make me feel better about spotting it on your list of offerings. Worse? You shared with me -- an identified reporter -- that half the time, you can’t get bluefin and that you’re substituting yellowfin. I was just wondering, Chef, if your customers aware of that? Or in addition to serving an extremely overfished species, you’re duping your diners as well? Because you see, when you said, “Well, it’s delicious, and that can win over my conscience,” that sorta sealed the deal for me on whether or not I’ll ever be calling you for a source in one of my stories, or if I’ll bring a group of friends to your place. The chances are pretty slim, you know, just so you know.

And if you’re wondering how I found out about your menu item in the first place? I came across this chill website called FoodieBytes. Have you heard of it? It’s got a cool feature where I can just go to “food search” and type in things like bluefin tuna, monkfish or shark’s fin and find restaurants in cities like Chicago, Washington DC and San Francisco that boast about them on the menu.

So, hey. Thanks for your time, but I’ve got few other calls to make.

–Clare Leschin-Hoar

Channeling Woody Allen at the Farm

In this youtube video, first seen via Megnut a few days ago, Chef Dan Barber related a hilarious story about his stud pig that has, well, shot its wad.

The question: What to do with Boris?

In this talk at the Taste3 conference (which we actually don't know much about), he relates all the various answers he got from the staff at Stone Barns Center for Food and Agriculture (where he has a restaurant), and, in a neurotic, New York kind of way, ends up channelling a bit of Woody Allen.

The Boris saga actually begins with another story about a carrot that appeared in the New York Times magazine recently. So if you're time-pressed, and want to hear about poor Boris, jump to 6:15 into the clip and hit play. It lasts another 15 minutes but is well worth it. Click on the picture to view it.

How to Sell a Carrot

Chefs and farmers wax poetic about their food, farms, and dishes, but let's face it: what sometimes works best is a little marketing magic. Customers want it. They consume it. And images can be as easily manufactured in the kitchen as in Tinseltown.

Dan Barber, chef and owner of Blue Hill and Blue Hill at Stone Barns in New York, comes clean about how this works in an interesting New York Times piece about carrots - specifically, carrots that he attempted to infuse with the scent of almonds by sprinkling some of their nutty dust in his greenhouse garden.

He then marketed prodigiously, spreading the word that his almond carrots would be harvested and served at dinner one evening in a salad. What happened next is pretty hilarious, but it just goes to show you, as any Madison Avenue guru would tell you, it's the sizzle that sells.

Perhaps coincidentally, the title of this essay, "The Great Carrot Caper," was the name given to another incident in 1988 - when workers in California were photographed putting conventional carrots into bags marked organic. This was outright fraud.

Barber's antics are more innocent, but still a disguise, and one that customers end up rating with four stars.

I'd give Barber four stars too, having eaten at his restaurants, but - full disclosure - he also blurbed my book.

- Samuel Fromartz