But as he used advanced technology like electrofishing to stone and catch fish, he began to notice something the data sheets didn't capture, the profound vulnerability of the animals themselves.

Like why fish? Well, I always liked biology anyway, so I knew I wanted to be doing something in that area, but...

I didn't go into it directly.

Actually, during my undergraduate degree, I did environmental sciences in Canada, and we had to do three different work placements.

And the first two were actually not at all scientific.

It was working with the government for policy work.

But in the third one, I managed to get this position with the Ministry of Environment in Ontario.

And as these stories reach the public, even the world's biggest retailers are being forced to change their standards.

I

agree completely, Andrew.

Like your average farmer, your average fisherman, your fisher folk or fisher person or whatever wants to do right and do better.

And when you don't shame them into it, you can have a very nice conversation about how things can be done differently and in a way that also doesn't hurt them.

So I agree completely on that.

I was just going to say about, yeah, so then the word seafood obviously is self-explanatory and research is, I just thought of it, like I set it up as a consultancy, you know, carrying out research to answer those questions because I saw it as a niche or a gap.

Yeah.

So can you talk a little bit about some of the projects that you have worked on, even just from an overview standpoint, just so people can get a perspective of what, you know, what kind of animal welfare are you looking at and what other people are looking at to get your services?