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CleanFish
When we first met with the founders of CleanFish (nearly year before we started working with them) they were already in the midst of a complete shakeup. Having spawned (sorry, couldn't help it) a revolution in the seafood industry by building an alliance of producers, distributors, retailers, and chefs dedicated to sustainable practices, it was now time to take their message to the public. They needed to make a big splash with the average Safeway or Whole Foods customer. They needed to make their mission clear without getting all preach-y.
Basically, they needed to tell a crazy-good (fish) story.
