One of the first companies in the Northwest to fish sustainably, Loki Fish Company has endured and even expanded in this challenging market.

“People still want great salmon, and we have a range of high-quality fish for every budget,” said co-owner and fisherman Peter Knutson in a statement released today.

Thirty years ago this month, Knutson took his pregnant wife Hing Ng out on their newly purchased boat, the Loki. While Hing threw up, Knutson caught two salmon – one they ate, and the other became Loki Fish’s first sale.

Today, the couple’s two sons are also in the business. Jonah (along for the ride 30 years ago) fishes each summer in Alaska and the Puget Sound on the F/V Loki, while Knutson fishes the F/V Njord. Younger son Dylan manages the company’s marketing and distribution, Hing runs the office, and Jonah’s fiancée, Jenn, creates Loki’s signs.

The company has stayed competitive due to the growing demand for health-promoting salmon, as well as the commitment Knutson and Jonah have to sustainable fishing, said Peter Knutson.

“We treat each fish we catch respectfully,” said Jonah Knutson. Loki has also benefited from the "eat local" trend – something the family has supported for years, they said.

“It just makes good economic sense, and we never really wanted to compete with the mass processors anyway," said Peter Knutson, whose stint many years ago at a commercial fishery taught him what not to do. "We harvest for quality."

Although Loki primarily sells through farmers markets and to stores and restaurants in the Seattle area, the company has also recently expanded its market to the Internet.

“Having our sons in the business has brought in a youthful energy, not to mention their comfort with technology, and that also helps us stay competitive,” said Hing.

Said Dylan Knutson, “Jonah and I have grown up with this business and we’re planning on keeping it going for a long time. Maybe we’ll even pass Loki on to our kids.”