Patagonia Inc., the clothing retailer known for its use of organic cotton, is now training its Earth-friendly eye on food. Specifically, jerky made from wild salmon.
The Ventura-based outdoor apparel-maker has begun selling three flavors of its Patagonia Provisions line online and in its more than 50 retail stores.
Per founder Yvon Chouinard’s operational mantra of sustainable living, Patagonia said it’s trying to move the seafood industry away from practices such as overfishing and heavy commercial farming that it claims have depleted wild salmon stocks.
The company has paired with Canadian conservation group Skeena Wild as well as chef Harald Kossler to create its jerky, which comes in 2-ounce packages priced at $12.50 or sampler packs for $35.
The salmon will come from fisheries based in the rivers where they were born, caught once they’re fully mature using eco-friendly methods such as tangle-tooth and dip nets, beach dragnets and fish wheels, the company said.
Patagonia isn’t the only clothing company venturing into the food business. Last year, the Gap unleashed its promotional Pico de Gap food trucks in major U.S. cities. Over the summer, Macy’s set off on a food truck tour that it named “Chefs A-Go-Go.”
But few retailers are as fanatical about preserving the environment as Patagonia, which on Cyber Monday told shoppers not to buy its products in order to prevent unnecessary waste. Watch Patagonia’s video about its salmon-sourcing practices below.