Founded in 1995 by a marine biologist, the company now distributes seafood products to more than 3,000 customers nationwide.
Fish has always been a big part of Wayne Samiere’s life.
“Growing up, I always loved fish. I went to college and studied fish. I worked as a marine biologist and that’s how my career started,” says Samiere, CEO and owner of Honolulu Fish Co.
Samiere has conducted research on fish and marine ecology, and he has worked on a fishing boat, at seafood wholesalers, and in fishing supply stores. He dreamed of applying his passion and knowledge to his own business and finally took the plunge.
“One day, I left the world of biology and scientific research to enter the business world,” he says.
Samiere says his background as a marine biologist and fisherman has led him to adopt sustainable practices: his company sells hook-caught wild fish, not net-caught. Its goal is to leave the natural marine habitat as intact as possible.
When Honolulu Fish Co. started, it relied on word of mouth and sold about 200 to 500 pounds of fish a week. Today, he sells 50,000 to 60,000 books a week.
Clients include local and continental households, restaurants, hotels and casinos.
“Our backbone is trust. I respect my customers and want them to always believe in us and our standards,” he says.
Honolulu Fish Co. has been devastated by the pandemic as 95% of its domestic restaurant, casino and hotel customers have closed. “We had nothing, no business.”
So Samiere launched Honolulu Fish Delivered, delivering fresh fish and other products designed for local customers directly to homes. “We didn’t fire anyone, cut anyone’s salary. Doing direct consumer business has been a huge contributor to getting through this time and keeping everyone working.
Samiere, who has six siblings and seven children, says supporting families is a core company value. “We are family oriented,” he says.
Many of the managers are family and his eldest daughter, who has a master’s degree in international business, is planning to move into a management position.
“The number one thing for us is to be a good employer and create a great work environment. To grow your business you need to grow your team and we have people who have been with us for 12-20 years and that in itself is a testament to our company culture and value system.
