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CHIEF EXECUTIVE OFFICER

Heidi Rhodes

Heidi with CSF Cooler and Hans holding fish

The matriarch of the H&H family

Heidi’s role in an unexpected yet rewarding seafood career began when she was just 23. She and Hans launched H&H with one simple farmers market selling Hans’ wild local salmon catch. He’d catch it - she’d sell it.

Studying business at the time, Heidi found she had a natural love of customer service and entrepreneurship while getting to be creative and expand their business by adding more and more farmers’ markets to their schedule, acquiring licensing to start buying from Hans’ other local fishermen friends, to eventually hiring employees and growing to run 16 markets weekly, being the Resident Seafood Buyers of the Santa Cruz Harbor and opening a retail Fish Market - all while raising their 2 kids, daughter Dahlia and son Sebastian. 

Heidi with CSF Cooler and Hans holding fish

In 2012 Heidi built and launched California’s first Community Supported Fishery program which still runs to this day. While Hans procures the fish, Heidi is the heart of the program managing the database, customer service, and employees. It’s something she truly loves and is in awe over the way it’s grown through the years.

In 2018 she continued with her creative entrepreneurial spirit and organized her dream of a mobile raw bar catering service into what is now an H&H subsidiary - Shucked Raw Bar. Heidi most loves the creative aspect of building a brand and has enjoyed seeing this vision come to life in a way that’s so different from H&H yet with the core values of superb seafood, customer service, and style.

Heidi handles all executive duties for H&H including employee and fishermen HR, email customer service, overseeing branding/marketing, retail management, and bookkeeping.
 
In her free time Heidi loves exploring nature (especially beaches,) writing, art, photography, fishing with her son, outings with her daughter, homemaking, traveling, spending time with family, and has a passion for health and fitness. 

She loves her role in the H&H family and local community. She joyfully supports her customers, employees, fishermen, and family in every way that she can.

Blogs by Heidi

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Opah—aka Moonfish—is always such a treat to get in! 👁👄👁 This warm-blooded pelagic fish generally spends most of its time in at depth between surface level to 600 feet. Opah is also an interesting fish because it has six different cuts. 🔪 There's the Top, Mid, and Center Cut Loin, Belly, Back Tail, and the Abductor. Each with cut has a slightly different texture and taste that makes for great eating regardless if you're looking at just one cut or all six. The photo above is of the belly. 🤤 It tastes somewhere between a tuna and a salmon with a rich and firm, fatty texture. We hope you give it a try and love it! Find it at our main shop in the Santa Cruz Harbor. ⚓️
NEW MEET THE CREW! ✨ Meet Evan, 👋🏽 he has been with us for a year and a half now and is killing it.🤘🏽 Evan perfers to spend his time outside 🌞 when he is at the shop. He is often on the forklift loading markets or offloading boats, as he is one of our weighmasters.🪝In addition to that, Evan works the Campbell farmers' market, helps process fish, and deliverers to our CSF Club members. 🚐📦🐟 When Evan is not working, he enjoys playing music! 🎶 He recently played with Jim's (another one of our employees) band. When we asked him what his favorite part of working here is this is what he said: "I grew up close to the harbor and I’ve always wanted to have some kind of job here. I love the ocean and fish in general, so it’s been very rewarding to have so much hands-on experience with the fresh fishes! I love being on the dock and helping offload fisher folks and to hear their stories about the day..." His parents are long-time CSF Club members too. We feel so blessed to have him as an important part of our Fish Fam. 🙏🏽🥰 Be sure to give him a wave next time you see him! 👋🏽🧡
You may have noticed that our Tuna isn't always bright red like how you see it in grocery stores. Do you know why? Here we go... The Tuna you find at most grocery stores has been gassed with Carbon Monoxide. 🌫 Don't worry, the FDA has deemed this process as GRAS (Generally Regarded As Safe.) Although the process is actually banned in Japan, Canada, and the EU. Gassed Tuna can be a lot harder to tell whether or not it's fresh. It can be left out for days and it won't turn brown and even more crazy—it won't smell. 🤯 So, how can you tell when Tuna is fresh and not gassed? Your Tuna should NOT be bright red, watermelon, or look perfectly pink. It SHOULD be dark red or maroon. The more you know! 🌈⭐️
Introductingggggggg… 🗣🎙🖼 ~the H&H Gallery Wall~ We designed a whole wall in our new shop, dedicated to supporting local artists! 🙌🏽 Since we know you’re all here out of appreciation for the ocean and supporting the local fishing community, we thought 🤔💭who better than to launch our first Gallery Wall sale than with one of our very own fishermen–Christian Zajac! 👏🏽 Christian is a painter 🎨 whose work reflects his fascination with the ocean and its many mysteries. He was born in Rome, Italy, but raised in Santa Cruz surrounded by artists–his father Jack Zajac is a very talented, famous sculptor. Chris has been fishing since he was five years old, 👶🎣 he catches much of the Salmon and Black Cod we sell. 🌊 He loves to boogie board in his free time. Painting and fishing are two passions that fuel his creative spirit. For Chris, painting is a way to connect with nature and honor all that the ocean has to offer. You can find a collection of his paintings at our main shop in the Santa Cruz Harbor. ⚓️ All Gallery Wall pieces will be FOR SALE, with 100% of the proceeds going to the artist. 💸Christian priced his 2 larger pieces at $100 and the smaller at $50. We hope you love them and enjoy checking out local nautical art when you visit our shop. We’ve got some talented artists in our community, so stay tuned for more to come! 🐚📸
Sometimes, the simplest things are the best 🙌. This is definitely true when cooking Halibut. We love fresh local Halibut with just a few simple ingredients— Butter, Salt, Pepper, and Lemon. The delicate flavor of the Halibut is allowed to shine when prepared this way—it's a guaranteed crowd-pleaser, even for picky eaters.👶🏼 If you have a favorite way that you enjoy cooking Halibut, we'd love to hear it! Different recipes and methods can really help to make your fish stand out, so don't be afraid to experiment and share your findings with us. We're always happy to have a new take on an old favorite. 🧡⚓️
Can you name all five of these fish in this photo just by their tails? Comment your best guess below! 👇🏽🧐 Here's a hint 😉: B _ _ _ _ _ _ R _ _ _ _ _ _ _ H _ _ _ _ _ _ B _ _ _ _ _ _ _ S _ _ _ _ _