Heidi Rhodes

Heidi's unexpected seafood career began at age 23 when she and Hans launched H&H with a single farmers market stand selling his wild local salmon. While Hans caught the fish, Heidi sold it.

Studying business at the time, she discovered a natural aptitude for customer service and entrepreneurship. She expanded the operation by adding more farmers' markets, acquiring licensing to purchase from other local fishermen, hiring employees, and eventually managing 16 weekly markets as Resident Seafood Buyers of the Santa Cruz Harbor. She also opened a retail fish market — all while raising two children, Dahlia and Sebastian.

In 2012, Heidi built and launched California's first Community Supported Fishery program, which continues operating today. While Hans procures inventory, she manages the database, customer service, and staff.

In 2018, she channeled her entrepreneurial vision into creating Shucked Raw Bar, an H&H subsidiary offering mobile raw bar catering services. She particularly enjoys the creative aspect of building a brand, and values the venture's focus on exceptional seafood, customer service, and aesthetic presentation.

Heidi's executive responsibilities include HR for employees and fishermen, customer service, branding and marketing oversight, retail management, and bookkeeping.

Outside work, she enjoys exploring nature and beaches, writing, art, photography, fishing with her son, time with her daughter, homemaking, traveling, and maintaining her passion for health and fitness.