Graphic light orange outline of fish carcass

Apologies...Javascript Required

Our site requires Javascript to function properly. Please enable Javascript to continue.

On-Demand Delivery Now Available 🚗💨

Chief Executive OfficerHeidi 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

15 Min Easy Bake King Salmon

15 Min Easy Bake King Salmon

We have had such a healthy and thriving King Salmon season this year! The season will continue on until late fall, and if...

Read Blog →
By The Light of The Yellow(tail) Moon

By The Light of The Yellow(tail) Moon

It’s wild. It’s Californian. It evokes thoughts of melodic crooning by piano while being fed delicate pink sashimi slices...

Read Blog →
The Littlest Flounder

The Littlest Flounder

Sanddab: Even the name sounds cute. Dabs are the typically the smallest flatfish we eat, and there are variants of these litt

Read Blog →
Love at First Albacore

Love at First Albacore

Well I know I may seem like an odd, overly-sentimental, fish-loving woman sometimes, but I have to say it… local albacore has

Read Blog →
California White Sea Bass

California White Sea Bass

Oh California White Seabass, we love it so we even named our son Sebastian (aka Seabass) Cal after it. As Californians, we a

Read Blog →
Grilling Whole Salmon

Grilling Whole Salmon

It’s the time of year when we are receiving order after order of whole salmon… If you need some guidance on how to cook...

Read Blog →
Salmon is King

Salmon is King

We are pleased to finally bring you 🥁🥁🥁 FRESH LOCAL King Salmon! They call it “King” for a reason. It is the best...

Read Blog →
Just for the Halibut

Just for the Halibut

Not only is it delicious, but California Halibut is very good for you! It is low in saturated fat and sodium and is a very...

Read Blog →
Big Shrimpin'

Big Shrimpin'

Bubba puts it best…. there’s a whole lot that can be done with shrimp. At H&H, despite numerous customer requests, we...

Read Blog →

Find Us On Instagram

Stay up-to-dateJoin Our Newsletter

Get news, updates, and emails on what's available each week.