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The Origins of Vital Choice – A Letter from Randy Hartnell


I’m Randy Hartnell, founder of Vital Choice Seafood. My relationship with wild salmon first began nearly 40 years ago when I went to Alaska and landed a summer job on a fishing boat to pay for college.

By the time I finished school several years later, these summer sojourns had become much more than a job. Fishing in Alaska had become a part of me.

Rather than continuing on to grad school as planned, I bought a boat and spent the next twenty summers riding twenty-foot tides and gaining a profound reverence for the amazing wild salmon.

Every season on the water was a deeply satisfying immersion in nature accompanied by long days, hard work, close friends, plentiful salmon, and fruitful wages for the labor of catching them.

But in the late 1990s, things began to change. Large scale industrial salmon farming began to carve its way into the traditional markets for our fish ...with devastating results.

Thousands of independent fishermen who had for decades relied upon the annual salmon harvest to support their families were unable to carry on.

Alaskan salmon are an abundant renewable resource and one of the finest natural foods left on earth, yet markets for our fish crashed and the value of our boats and other related assets followed. A healthy, productive and cherished way of life for thousands was decimated.

Out of desperation, coastal fishing communities, stripped of their fishing income, began courting tourism, oil and mining industries for economic relief. The tragedy is that the primary culprit was a nutritionally inferior, environmentally destructive imposter: the industrially farmed salmon.

During those dark days, I came to realize that the best hope for resurrecting our industry was in educating others about the profound differences between wild salmon and its distant farmed-raised cousin.

In 2000, after returning from Alaska with empty pockets, I was invited to join proactive fishermen friends on trips they were taking to grocery stores around the country promoting the many virtues of wild Alaskan salmon.

Over the following months, we served our wild salmon to people in places like Nashville, Boulder, and Kalamazoo, telling our story to anyone who would listen.

We told people about the far-reaching consequences of their choice in salmon—to their own well-being, to the salmon habitat and the millions of fish it sustains, and to the dying fishing industry that represented wild salmon's most committed political ally. 

We were delighted to find extremely receptive audiences everywhere we went. It was during this time that Vital Choice Seafood was conceived.

Because wild salmon is such fundamentally good food, the Vital Choice formula is simple: bring benefit to both our producers and customers by procuring the very best fish and delivering them in prime condition at a fair price.

As a result of my many years as an Alaskan salmon fisherman and the close relationships forged with fishers and processors during that time, I know better than most when, where, how and from whom to source the best fish. To put it another way, I became a bit of a 'seafood snob' and will not settle for less than the best. 

That's why I’m confident that, unless you catch it yourself, you will find no better product elsewhere, nor any purveyor more passionately committed to your satisfaction.

I hope you will come to view me as your reliable connection to some of the healthiest, most natural and sustainable foods remaining on earth.

When you choose Vital Choice seafood, you are choosing much more than just a fine meal. You are promoting your health, the health of coastal fishing communities, the environment, and the precious wild salmon it sustains.

In short, you really are making a vital choice!

Warmest regards,

Randy Hartnell

Founder and Chief Executive
Vital Choice Wild Seafood & Organics


I would not buy my fish from anywhere but Vital Choice…I’m so happy to have a source for great tasting, healthy fish.
WHAT HEALTH & NUTRITION EXPERTS ARE SAYING: is my favorite source for wild Alaskan salmon, sablefish, sardines, and other fish rich in omega-3s... I can't tell you how many messages I get from people thanking me for recommending Vital Choice.
Vital Choice was Delish's top pick for "HIGH QUALITY SEAFOOD" you can order from gourmet food shops online.
Simply put Vital Choice offers the best seafood and related products available. We have always recommended Vital Choice to clients, friends, and family. As health practitioners we value the sustainable practices and trust this company implicitly!
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Unlike anything you've seen from the grocery store…I recommend Vital Choice—my personal favorite for delicious, fresh, healthy, and completely safe canned tuna and salmon.
Vital Box captures the fresh-caught quality of succulent, sustainably harvested Alaskan salmon and northwest Pacific seafood by cleaning and flash-freezing it within hours of harvest.
Vital choice has never disappointed. Love every item I get... since eating your food, my hair, skin, and energy revitalized from clean fish and meats… it’s ALL great. Never a problem with the food arriving in great condition.
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