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Santa Cruz’s Headquarters for Crab 🪣 🦀 come on down


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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Local Dungeness Crab Alfredo 🦀❤️
It always warms our hearts so much to hear how much our customers love the CSF Club. 🥺❤️ To learn more about the Club and get seafood delivered to your doorstep, check out the link in our bio. 🔗
What's better than a Seafood Chowder for a festive warm cozy holiday meal!? 🔥🥣 Learn more and see the full recipe on the Brainfood Blog. Link in bio 🔗
Make your next meal super tasty without all the work! 🔥 Our house-made Cioppino sauce will get your guests’ tastebuds buzzing! 🐝👅 Made with love by Hans himself with Tomatoes, Garlic, Onion, Clam Juice, Soy Sauce, and some other delicious ingredients. 😉 You can find our H&H original Cioppino jars in 💥 LIMITED SUPPLY💥 at our main location in the Santa Cruz Harbor plus all the shellfish & fish to add for an amazing meal! 🐚 🦐 🦑 🐟 Our hours for the holidays are: 🎄 Christmas Eve: 9 AM - 2 PM 🎄 Christmas Day: Closed We’re wishing you all a very happy holiday! ❤️
Spreading a little extra Fishmas cheer with these hand-crafted redwood King Salmon ornaments. 🐟🎄 These beauties are made by one of our wonderful customers, all from salvaged redwood! We have magnets and keychains as well.🔑 They’d even make a great little token to go along with an H&H Gift Card 💳 or CSF Club Membership 📦 for the seafood-lover in your life. 🎁✨ Wishing you all a very Merry Fishmas from all of us here at H&H! ⚓️🦀
Local Dungeness Crab season is almost here! 🦀🦀 We still have Live Dungeness Crab from up North available at our main location in the Santa Cruz Harbor. We’re hoping to get local Dungeness Crab this week! 🤞🏽 Fishermen are allowed to drop/pre-soak their pots today and we are allowed to land them on Thursday. Due to the stormy weather & safety conditions ⚠️🌊 though, it’s hard to say exactly when we’ll get them in. 🌧 When we do get local Dungeness Crab in we’ll be sure to let you know. Want to be the first to know? Sign up for our text alerts by texting hhfreshfish to (984) 205-2382. 📲🦀