As many of you know, I spent more than 20 years fishing Alaskan waters for salmon and herring.

But in the late 1990s, large industrial salmon farming began to carve its way into the traditional markets for our fish, with devastating results.
Carla and I needed a new way to support our family … but when we founded Vital Choice in 2002, we wanted to do more than offer high-quality wild salmon and seafood.
Phot of Randy Hartnell and Wife
We also sought to promote people's health, support wild salmon and the people who catch it, and continually improve our products, services, and customer satisfaction. (Learn more here.)
And we wanted our business to always be guided by integrity and high moral principles.
I realize that sounds ambitious, maybe even presumptuous … but we've really tried to follow our original vision … and do well enough to enable high standards and good livelihoods for our people.
We recently received a very rewarding validation of our success, from the independent, non-profit group known as B Lab … creators of the innovative B Corp program.
b-corp logo image
After completing a thorough application process that probed every aspect of our business, Vital Choice has now been certified as a B Corp.
B Corp certification means that Vital Choice met B Lab's rigorous social, environmental, accountability, and transparency standards.

Click here to view our B Corp profile page, where you can access B Lab's full report on Vital Choice.
As part of the certification process, we were asked to define “The Change We Seek”, and this is the response we submitted:
Vital Choice is committed to nourishing and healing bodies, minds, and Mother Earth by providing easy access to premium ‘real' foods that are among the safest, healthiest, and most sustainable available.
Our efforts to be good neighbors and citizens include several initiatives:
We've taken great joy and satisfaction in serving others, a philosophy captured in this verse by the famed Bengali poet-musician Rabindranath Tagore:
I slept and dreamt that life was joy.
I awoke and saw that life was service.
I acted and behold, service was joy.
Carla and I thank you for supporting Vital Choice and our mission with your purchases – and kind referrals to friends and family – without which Vital Choice would have remained just a vision!
 Randy Hartnell,
President & Chief Executive Officer