France, UK, seek to give bluefin a chance, what about US, or Nobu?

President Sarkozy announced Thursday that France was going to back a ban in the international trade of endangered bluefin tuna -- a significant step since France has the biggest tuna fleet in the Atlantic. "Ours is the last generation with the ability to take action before it's too late," Sarkozy said.

Then, Britain followed suit and announced that it too would back listing bluefin tuna on the Convention on International Trade in Endangered Species (CITES). This has added political momentum to an effort started by tiny Monaco -- the first nation to go bluefin free. 

Although France has the biggest fleet, it doesn't actually consume all that much bluefin. The tuna caught in the Atlantic and Mediterranean largely ends up in Japan, so if trade is banned, the species has a chance of rebounding -- eventually. Studies have estimated that in a few years, there will be no tuna of breeding age left in the Atlantic, meaning the commercial extinction of the species is in sight. 

"Clearly President Sarkozy has had advice that there is little left to catch and so he might as well come out smelling of roses," Charles Clover, author of End of the Line, told me via email. He adds more insight on his blog.

What's less clear is the US position, since bluefin can migrate over the entire Atlantic and also breed in the Gulf. Hopefully, the US will get on board and support this trade ban before there's no more bluefin tuna left to protect. Whether the tuna will be able to avoid the fate northern cod, which crashed and never rebounded, is another question. 

Meanwhile, chefs such as Nobu and his notable restaurateur partner Drew Nieporent are still serving the fish, despite Nieporent's blather about doing "the right thing." 

- Samuel Fromartz

Kids Pushing Food Policy; Weight Policy; Annals of Meat; Wal-Mart Defines "Sustainability;" Pizzaiolis

In the WaPo, Jane Black weighs in with a thoughtful piece on the White House garden, pointing out, "It's about kids." Then Ezra Klein has a piece on policy measures to tackle obesity, though I don't buy his facile dismissal of a tax (a more thoughtful take by Tom Laskawy here); the bigger problem with a food tax is that it would be regressive. But dare I say, is the WaPo food section looking up these days?

Tom Philpott on Grist mulls meat contamination, but don't eat lunch while you read this piece.

USDA Secretary Tom Vilsack Will be met with a symbolic organic milk dump Thursday in Wisconsin to protest falling prices and lost livelihoods.

Marc Gunther over at Slate's The Big Money had the biggest scoop of the week on Wal-Mart's new "sustainability index." The company will become a de facto regulator of sustainability, because its suppliers will have to adhere to the policy. The question is: Can one company - this company - get it right? 

New York magazine dissects the pizza boom in New York, following Frank Bruni's piece last week in the NY Times. Does this blanket coverage signal that pizza has peaked? Me thinks, but hopefully, DC will catch up with a few more ambitious pizzaioli before it's long gone (2Amys notwithstanding). 

- Samuel Fromartz

USDA's Merrigan on Organic Standards: "The honeymoon is over. It’s time to show the world that our standards have teeth"

In an interview with Organic Processing magazine, USDA Deputy Secretary Kathleen Merrigan made extensive comments on the national organic program, regulations and the state of the industry. Here are some excerpts.

...In terms of enforcement, the integrity of the organic label is fundamental to the growth of this industry. If consumers don’t have confidence in the label, industry growth will stall—it’s just that simple. It’s not a matter of expanding standards, but making sure the standards we have are enforced. I understand that it takes a while for standards to really sink in and for people to fully understand the rules of the game.

But, the honeymoon is over. It’s time to show the world that our standards have teeth; that we mean them and if people are not adhering to the standards, they’re going to be kicked out of the program. It will take staff work and it will take eyes out in the field because the USDA can’t be everywhere all the time. Part of our enforcement program has to be based on whistle blowing within the industry itself.

OP: What other challenges do you see for organic? Do you have suggestions about ways in which the industry will be able to meet these?

Merrigan: I’m going to tell you what I think the biggest challenge is—and I know I’m like a broken record on this, or a broken CD or iPhone—but the point is that the biggest challenge the organic community faces is internal. It is about not letting the “perfect” be the enemy of the “good”; not to self-destruct by pointing accusing fingers at each other.

There’s definitely a need for whistle blowing on enforcement issues, but I think this community sometimes explodes issues unnecessarily on the front pages of the newspapers, which leads to consumer confusion and erosion in belief for the organic label. People need to keep their eyes on the prize and think of this as a long-term haul and to just be really cautious before they throw bombs. (Emphasis added).

OP: How do you think the Obama administration is going to help support organic growth, and what opportunities do you see for organic now that there’s finally support from Washington?

Merrigan: President Obama and the First Lady are deeply interested in healthy food choices and are particularly concerned about the childhood obesity epidemic in this country.

More than ever, they are going to bring visibility to the issues of healthy eating. That presents those of us working at USDA with great opportunities, as well as great opportunities for those in the organic community.

Is Organic in an End Game?

By Samuel Fromartz

Last week, the WaPo ran a story headlined “Purity of Organic Label is Questioned” -- a quasi-investigative story on how the organic “program's lax standards are undermining the federal program and the law itself.” 

I say quasi-investigative because it wasn’t particularly news. The tension discussed in the article, between those who have always sought to expand the industry and those who seek a more purist vision, has been fodder for many articles and was the subject of my book Organic, Inc. -- published 3 years ago. Often those camps are presented as big corporations on the one hand (chipping away at regulations) and small farmers striving to keep things pure on the other, both at one another's throats.

Consistent with that narrative, the article asserted that big corporations were compromising the organic label by lobbying for questionable “synthetic” ingredients in organic food. Small farmers like Arthur Harvey -- a blueberry farmer -- were trying to limit these additives. But before we get into that simplistic framing of the debate a bit of background would be useful.

What are synthetics and why are they important?

Under the USDA rules, a product can carry the “organic” label if 95% of the ingredients are “organic.” Processed organic foods, such as organic yogurt, crackers, cookies, cereal, etc., can carry the word "organic" if they meet this 95% threshold. But they can use approved non-organic ingredients in the remaining 5%. And these may be “synthetics” that must win a specific exception. Among them are baking powder, Vitamin E and C, xanthum gum (a thickening agent), pectin and lecithin. But as the article points out, the list has ballooned to 245. 

Although "corporate firepower" has lobbied for these exceptions, nearly every company in the processed organic foods business uses them, from independents like Newman’s Own Organics to farmer owned co-ops like Organic Valley and companies like Stonyfield Farm, which has a cameo in the film Food Inc. In short, though some are controversial, you would be hard pressed to find any processed organic food business arguing for a blanket dismissal of all synthetics. (For more background on synthetics, see “How the Media Missed the Organic Story”). 

Who controls those decisions? The National Organic Standards Board -- a citizens advisory panel -- explicitly controls the list of synthetics and makes its decisions at public hearings. But as the article pointed out, the National Organic Program at the USDA has taken a few decisions on its own that have stirred much controversy and tarnished the program's reputation.

The article states that the organic law enacted in 1990 prohibited synthetic ingredients in processed foods. This was true, if only because there were very few processed foods at the time. It should also be noted that synthetics were and are used in organic farming (chemical pheromones to disrupt mating cycles of insects, plastic mulch to prevent weeds, copper fungicides with limitations) but these were exempted because they were viewed as more benign than toxic chemical pesticides and herbicides. Plus, organic farmers had used them for years.

Harvey, the Maine blueberry farmer, sued to disallow all synthetics in processed organic foods and he won his case in 2005, causing a world of worry in the organic industry. But, as the article states, the Organic Trade Association lobbied for a rider to be inserted into an appropriations bill that changed the underlying organic law a year later and allowed synthetics to be used after all. This was not, however, just at the behest of big business. Smaller and independent companies that depended on these substances wanted a change as well, though many NGOs and some companies opposed it. The issue caused a lot of conflict in the organic world.

As for corporations, they haven't always lobbied for looser regulations. Earthbound - the organic produce giant - had misgivings about changes to the organic law and lobbied against it. Mars Inc.'s organic seed company, Seeds of Change, has fought to require farmers to use organic seed (a stricture too-often ignored by even small farmers) and Dean Foods, the owner of the Horizon Organic label, lobbied for a tougher pasture regulation, even though the company had previously benefited from loose regulations on its giant dairy farms. 

Why would a "corporate giant" lobby for a tougher law or regulation? Once they produce an organic product  it is in their interest to keep the regs tight so that it makes it harder for newcomers to enter. If they are loosened, it lets new players in who don't have to face the expenses and trials of doing organic right. (That's why a lot of transitioning farmers complain or avoid organics altogether -- it does take a different skill and knowledge set to farm organically and many won't bother or don't want to take the risk). 

In the WaPo article, Sen. Patrick Leahy of Vermont -- the father of the organic law -- says, "If we don't protect the brand, the organic label, the program is finished. It could disappear overnight." He is right. But when a lot of these conflicts were going down -- in the pitched battles over synthetics, in the fights over the rider -- Leahy was publicly silent. My sense is he knew this was a factional battle and was unwilling to take sides; his larger concern was at the USDA itself, whose bureaucratic fumbling on a number of matters now is front page news.

In trying to notch up the volume on this age-old fight, the article veered into histrionics and inaccuracy:

...the USDA program's shortcomings mean that consumers, who at times must pay twice as much for organic products, are not always getting what they expect: foods without pesticides and other chemicals, produced in a way that is gentle to the environment.

The article never supports that particular assertion. How have these compromises allowed pesticides into organic food? How have they eroded the environmental claims of organic farming? 

Although pesticide testing is not mandated for the organic label, studies could not find any signs of pesticides when children ate an organic food diet. (In contrast, when they ate conventional foods the pesticide residues showed up). These studies are more conclusive than testing for residues on the food because researchers actually looked at what children were eating and what came out in their urine. The pesticides weren’t there. In my reading that shows consumers are getting what they pay for: foods without chemical pesticide residues. 

As for synthetics in processed food, there will always be two camps on this -- and both present risks. If synthetics are taken out, even over a sunset period, as Harvey had sought, organic processed foods would fade off the shelves. Maybe that's not a bad thing, but the organic industry would be a lot smaller. If, on the other hand, too many synthetics are let in, and we start getting more organic junk food with a long list of  unpronounceable ingredients, that will spell the end of organics too. (A memorable petition at one NOSB meeting I attended came from an English muffin manufacturer who claimed they needed a synthetic ingredient to extend the muffin's  shelf life. My feeling was -- don’t make a fucking shelf-stable organic English muffin!).

Many people in the organic world recognize these tensions. They usually aren’t the ones quoted in media stories because they don’t have prominent web sites with action campaigns. But they are out there. Many had a hand in writing the laws and regulations. They attend every NOSB meeting. And they are still active today. Many sat on the NOSB. Few if any work for corporations.

There have been many stories about the corporate sell out of organic food, and people often say to me, "organic doesn't mean anything any longer." In other words, why buy it? That's the conclusion people come to because they read more about big brands compromising organics than about organophosphate pesticide residues in kid's urine. 

Companies like Dean Foods aren't helping their own cause by launching a line of non-organic milk under the Horizon label, just as they did with Silk soy milk. Their rationale probably was, well nearly everyone has a non-organic natural label, even Stonyfield, so why not us? Meanwhile, prices are being cut for organic dairy farmers and they are being told to reduce production. 

Writing in 2005, I concluded Organic Inc. by saying I didn't think organic food would be more than a niche in the overall food market and that the factions within it might well blow it apart. Sadly, in the midst of a deep recession, both assertions seem to be playing out.

Fish, Beef and Crabs, but this isn't Lunch

Recent links:

New England fisherman vote to start a catch-share program as a way to rebuild dwindling stocks of groundfish, such as cod. It's a last ditch effort to save the fish -- and the fishermen.

The UK Guardian on French bluefin tuna fishermen, who believe their days are numbered. Related: bluefin tuna serving Nobu ignores a question about ethical fish sourcing (though I wish the article gave a direct quote).

Just in time for July 4th, Obama Foodorama, on the latest massive beef recall, "advises to avoid beef like it's the plague." Another option is to follow government advice and cook burgers until 160F (like a hockey puck?) or reduce risk by getting  hamburger from a butcher who grinds meat in the shop.

Ethicurean has a hopeful piece by a young farmer student who is studying agroecology in Germany and who worked on organic farms in Italy.

A soft shell crab salsa recipe from Mark Bittman's Bitten blog was a winner, though I substituted the slightly numbing szechuan pepper corns for the hot peppers. But are the crabs sustainable? Glad you asked. Blue claw crabs generally rank as a good alternative on sustainable seafood lists, but they also carry a toxicity warning. Don't eat them often but savor them when you do.

President Obama cooks South Asian cuisine, but I have yet to see any DC food blogs round up the ethnic take out joints he should visit to complement his burger photo-ops lunches. Come on Young & Hungry, get with it!

- Samuel Fromartz

Bread making is a soulful act, just check out Badri the baker in Brooklyn

Thanks for the link Brian!

Addendum - filmmaker Yura Dashevsky reports Badri's bakery is located at:

265 Neptune Ave

Brooklyn, N.Y.

(718) 332-8082

Doctors Rx at AMA: Eat Local and Organic

A couple of weeks ago, the New Yorker had a fascinating article on McAllen, Texas, a  county that ranks among the highest in the nation in health-care costs. Funny thing is, the outcomes of the patients in the system weren't any better than places that spent far less. The moral of the story, by physician and writer Atul Gawande, was that you must control the culture of spending (and earning) to contain out-of-control health care costs.

What he spent less time on was the make-up of the county, which ranks high in alcohol consumption, diabetes and heart disease. The per capita income, he noted, was $12,000 a year and the Tex-Mex diet contributed to a 38% obesity rate (the national average is 34%). While acknowledging these social causes of illness, Gawande didn't take the next step and consider diet as a cost-efficient way to rein in health costs. Obviously, costs have to be contained in the system, especially one that rewards doctors for every test, procedure and visit. But why not include or integrate factors outside the health-care system that breed disease in the first place? Why not change the playing field so there are, in effect, fewer patients for doctors to over treat?

If Gawande didn't consider this argument, I was surprised that the American Medical Association did this week. In a fairly remarkable development, the AMA voted at its convention to support "practices and policies within health care systems that promote and model a healthy and ecologically sustainable food system."

"Preventing disease is paramount in the provision of health care.Hospitals, physicians and nurses are ideal leaders and advocates for creating food environments that promote health. This policy is an important contribution to a prevention-based health-care delivery system," said Jamie Harvie, director of the Health Care Without Harm Sustainable Food Work Group.

This statement wasn't just your usual "eat your fruits and vegetables, cut down on fatty food and exercise" type of recommendation. It was a blanket endorsement of organic and local foods, recognizing that the way food is produced effects health, the environment, even the conditions of workers. The resolution, in turn, was based on a report by its Council on Science and Public Health, which presents an informed view of the current nutritionally deficient food system. The report (pdf) states:

The current US food system is highly industrialized, focusing on the production of animal products and federally subsidized commodity crops, such as corn and soybeans. This has resulted in a highly processed, calorie-dense food supply, instead of one rich in a variety of fruits vegetables, and whole grains ... The poor quality diets supported by this system contributes to four of the six leading causes of death in the United States: heart disease, stroke, diabetes and some cancers.

The report then describes the way industrialized food production has actually threatened health. "These methods have contributed to the development of antibiotic resistance; air and water pollution; contamination of food and water with animal waste, pesticides, hormones and other toxins; increased dependence on nonrenewable fossil fuels (including fertilizers)," the doctors' report says.

It also adds the clincher that I wish Gawande had considered: "Clinical approaches to addressing diet-related health concerns are costly and not sustainable."

The resolution passed this week states:

• That our AMA support practices and policies in medical schools, hospitals, and other health care facilities that support and model a healthy and ecologically sustainable food system, which provides food and beverages of naturally high nutritional quality.
• That our AMA encourage the development of a healthier food system through the US Farm Bill and other federal legislation.
• That our AMA consider working with other health care and public health organizations to educate the health care community and the public about the importance of healthy and ecologically sustainable food systems.

Industrial food producers are already in a tizzy over the documentary Food Inc., but I bet they didn't expect to be facing the nation's doctors.

I would note a last bit of irony to this resolution. For years -- back in the 1950s and 1960s -- the AMA did battle with one of the earliest proponents of organic farming, J.I. Rodale. They investigated him, and brought complaints to the Federal Trade Commission (over Rodale's over-zealous promotion of vitamins). It took a few more years -- OK decades -- for the AMA to change its position and at least endorse one point that Rodale got right: That the way food is produced effects health. He realized this in the 1940s. The AMA acknowledges it today.
- Samuel Fromartz

In the News - Baguettes, Gardens, Fish

Susan over at Wild Yeast blog tried my baguette recipe and the results were stunning. Just take a look at the pictures to see her results. If you have a great loaf nearby and want a simple treat, dip a piece of bread in a good olive oil and sprinkle a few grains of fleur de sel on it. I gave this tip to my friend Roger, a former newspaper reporter now blogging for the California Olive Ranch.

In other links, Obama Foodorama has an astute analysis of the White House garden and Michelle Obama's mission to change the way the nation eats. I was also pleasantly surprised to see that the Queen mother has planted an organic garden in a corner of Buckingham Palace. (Maybe that's why Michelle Obama was gently putting her arm around the Queen.) NYT also has a piece on rooftop gardening, which in part has been spurred by tax incentives.

Clare Leshin-Hoar stirs the pot in the WSJ, with a piece on how CSAs (community supported agriculture schemes) have come to the seafood world, with CSFs (community supported fish). Fish lovers in Boston can buy a share of the catch, though with this caveat: not everything is sustainable (cod, for instance).

In follow-up news, the campaign to stop Nobu from serving endangered bluefin tuna has not yet yielded results. Although partner Drew Nieporent told the New York Post, "At the end of the day, we are going to do the right thing," so far that has meant doing nothing. They are clearly betting this campaign will blow over and they will continue to serve bluefin tuna until it is literally gone.

- Samuel Fromartz

Hey Bittman, What About Blow Torch Mackerel?

I loved Mark Bittman's piece, a kind of "confessions of a fish lover," in which he recounts his personal evolution with seafood. Even in one lifetime, in one career, his choices on seafood took a dramatic turn because of overfishing. "Sadly, the list of fish I don't eat is much longer than the fish that I do," he writes.

Unlike him, though, I don't find sustainable seafood choices that confusing but maybe because I stick to a few species I like (like flash frozen Alaskan salmon or Mahi Mahi or mussels). The NY Times "room for debate" blog on this issue was also well done, garnering expert opinion on good seafood choices.

And while he noted that mackerel, a sustainable but oily fish, "has never been popular," that may only be true recently. It was once the most popular catch on the Eastern seaboard, rivaling cod. It's also a common dish in Japan, often served in home kitchens. Much of it, luckily, comes from stocks in Norway that are being certified by the Marine Stewardship Council.

Here's perhaps the best way I've had mackerel -- in the picture above at a bar in Tokyo. The mackerel was brined then the skin crisped up under a torch by the waitress. OK, maybe this isn't a recipe Bittman would recommend for the home cook!
- Samuel Fromartz

Bluefin tuna issue building in UK, will it jump the pond?

Now that a bevy of stars including actress Charlize Theron and Sting are aboard the campaign to save Bluefin tuna, even disrobing to promote the cause (weirdly, with a cod), the question remains, How far will the movement go?

Nobu restaurant group has not budged on the issue, other than issuing a warning label on its menu that the bluefin it serves is "threatened." Restaurateur Drew Nieporent who works with Nobu told the NY Post, "We're evaluating it. At the end of the day, we are going to do the right thing." But he did not say what he thought the "right thing" was. A stalling tactic? Or perhaps they're wondering how they can act without seeming to cave to the pressure. (For background, see my previous post: What Nobu Should Do on Bluefin Tuna).

The BBC points out that a couple of major British companies this week issued a ban on bluefin and are changing tuna sourcing: Pret A Manger, the sandwich chain in the UK, was getting rid of tuna. Marks & Spencer, another UK chain, also said it was switching to pole caught skipjack tuna, avoiding the purse seining method that also ensnares a lot of bluefin and dolphin in nets.

Tuna is a staple around the world, though whether it's sustainable depends upon the species, the place it was caught and the way it was caught. These are tough issues for a consumer to navigate, which is why it's worth checking out Seafood Watch, Blue Oceans Institute and EDF, which have done the leg work and have handy cards (and cell and iPhone apps) for sustainable seafood choices.

For a bit of history on tuna, check out How Tuna Conquered the World. And thanks to the shout outs at Blogfish and Gourmet.com on the Nobu piece.
- Samuel Fromartz

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!

---
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.
---

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.
---

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.
---
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?

----

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.
---

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.
---

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.
 ---

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.