Chief Executive OfficerHeidi Rhodes

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.

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.
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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.
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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.

Heidi's Favorites

Person with bright green glove on scooping Squid Ceviche into container

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Squid Ceviche

Cooked with lime and grapefruit juices, our local Monterey Bay squid “cooks” without any heat and becomes oh so tender! They’re the perfect canvas for some spice from habaneros and crunchy veggies.

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Dark Stained Wooden Board (Default Background Image—has no relevance/serves as placeholder image)

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Beausoleil Oysters

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Two Black Cod fillets on skin side up and other skin side down both on ice

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Sablefish

Black Cod

Black Cod is a sustainable and flavorful fish that is available year-round. It is high in omega fatty acids, which are good for the heart. It was popularized by a Japanese chef in the 1980s and is perfect on its own or in simple recipes.

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Person holding Squid Salad in plastic container in front of ocean

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Italian Squid Salad

One of Hans' creations! This salad is super tasty and is made with fresh, local ingredients like Squid, Tomatoes, Red Onion, Parsley, Olive Oil, Salt, and Pepper.

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Close up of Salmon on light colored wooden cutting board with peppercorns

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King Salmon

Chinook

King salmon is a species of salmon that is born in freshwater, migrates to saltwater, and then returns to its natal freshwater to spawn and end its days. It has a mild, ocean flavor and is high in fats, making it suitable for a variety of cooking methods and appealing to both novice and experienced cooks. King salmon is rich in omega-3s and can be enjoyed in filet form or in dishes made with other parts of the fish.

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Two King Salmon Bellies slightly stacked on top of each other and they're both sitting on ice

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King Salmon Bellies

Chinook

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Person with bagel in left hand spreading pink creamy Salmon Smear on white bagel with a gold knife

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Salmon Smear

We all know and love bagels and lox, a specialty you crave while in New York City. Lox, or cured salmon, is cream cheese’s best friend and we’ve made this duo even closer with our salmon smear.

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Previously Frozen Spot Prawns without head stacked on top of each other all sitting on ice

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Previously Frozen Spot Prawns

Alaskan prawn, California spot prawn

These fish burger patties are an excellent option for a quick and easy meal. They can be cooked in a variety of ways and are sure to be a hit with the whole family. Enjoy them with your favorite toppings and sauces, or pair them with some sides like chips or a salad. Thanks for sharing!

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Dark red Yellowfin Tuna cuts sitting on top of each other

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Yellowfin Tuna

Ahi, Ahi tuna

Yellowtail is a popular fish found in both commercial and sport fisheries. It is known for its firm, meaty flesh and high levels of omega-3 fatty acids. Yellowtail is often prized for its quick, explosive fighting style and is a favorite among sport fishers. The flesh of this fish is also known to stay succulent and moist when cooked.

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Two fillets of White Seabass on ice with bright gray skin facing out

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White Seabass

King Croaker, Corvina

White seabass is a popular fish in California known for its firm, meaty texture and mild flavor. It can be cooked using various methods and goes well with a variety of ingredients. It is also low in fat. White seabass is actually part of the croaker family, named because the males make croaking noises.

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