At Sitka Salmon Shares, we believe that sustainable food systems are built on the principles of accountability and transparency. Many of our members come to us because they know our current seafood system is broken—filled with rampant fraud, poor-quality fish, and, frankly, deceit. Almost monthly, a new study appears that suggests that somewhere between 20 and 60 percent of U.S. fish is mislabeled. This is a moral and ethical failure, produced by an opaque system that seizes opportunities to put profits ahead of the health of consumers and fishermen alike. We don't believe that this type of system is sustainable, which is why we commit ourselves to educating our members about the process of harvesting and distributing their fish. We most often do this through emails, social media, and newsletters, but we also bring our fishermen to the Midwest. Having our fishermen here allows our members to get even closer to the source of their food. This type of transparency makes our fishermen and our members more accountable to one another. Our members gain a better understanding of the challenges of small-boat fishing, and in turn, our fishing families produce the type of fish that can only come from knowing the end user.