instead of raking the sea of the same overfished mindlessly populous species, he passionately promotes the just as good and usually better less known and underutilized stuff. >> one of the great things about the low country is the flavor of our waterways and that wasn't being represented properly in all the restaurants. all of a sudden i hear about this guy who has the most beautiful fish you've ever seen, but you got to go to the dock and get it. >> frustrated by the conventional wisdom, mishandling of fish by other distributors and the narrow range on the market, he became his own dealer, starting abundant seafood, one of the country's first community supported fisheries, csfs. he's changed the way people think about so-called trash fish. >> look at how beautiful that is. >> today's catch, trigger fish. any market for these things? >> oh, my god. >> yeah? >> we can't keep it in house enough. >> really? >> really.