Vital Choice--

Few seafood retailers know the answers to those questions, and some may not be eager to provide them.

Investigations by The New York Times and a leading product-testing consumer magazine revealed that much of the salmon sold as "wild" is actually farmed fish.

This common fraud is perpetrated to raise sellers' profits at the expense of consumers who lack the expertise to see (or taste) through it. See Salmon Buyer Beware: An Eye-Opening Trip to Manhattan's Fish Market and other articles in the Seafood Labeling & Fraud Issues section of our News Archive.

Unlike most retailers, we seek — and can identify — the best wild Alaskan salmon, less than 1% of which meet strict Vital Choice standards.

Vital Choice founder and Washington State native Randy Hartnell spent more than 20 years fishing wild, pristine Alaskan waters for salmon, herring, and other regional species.

Among them, three key members of the Vital Choice crew — Randy, his brother Terry Hartnell, and COO Dave Hamburg — possess more than 50 years' experience fishing Alaskan and Northwest waters for salmon, herring, halibut, and other regional species.

As a result, we know where to get the best, most carefully handled wild salmon and seafood.

We're honored to have earned the endorsement of nutrition-savvy physicians like Andrew Weil, M.D., Nicholas Perricone M.D., Christiane Northrup, M.D., William Sears, M.D. (AKA "America's Pediatrician"), Frank Lipman, M.D., and Joseph Mercola, D.O.