Change is coming... 

As the old style of fishing fades, a new breed of fisherman has come to fill the void. A type of fisherman who realizes that he is responsible for more than just harvesting fish from the ocean. He is a fisherman who has accepted the role as steward and protector of the ocean. One who is implementing new standards for how fisheries operate, from friendly methods of take, to innovative ways of fishery management, and everything in between.  Things are beginning to change in the seafood industry, for the better, and we at TRUE GROUNDFISH are on the front lines of this change.  

What is True? 

Learn more about how we are changing how the Seafood Industry operates.

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Half Moon Bay Groundfish Marketing Association

True Groundfish is the seafood brand of the Half Moon Bay Groundfish Marketing Association. 

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