Alaskan Halibut, Caught by a Century-Old Seattle Boat, Provides a Glimpse of Amazon’s Strategy With Whole Foods

From the deck of his 106-year-old halibut schooner, undergoing a seasonal overhaul at Fisherman’s Terminal in Seattle, skipper Wade Bassi has better insight than most into what’s happening at Amazon-owned Whole Foods Market, at least as pertains to the product he knows best.

While he doesn’t buy halibut much — he’s got a freezer full of it — Bassi, 43 years a fisherman, keeps an eye on how it’s handled and presented in the grocery stores and fish markets.

“When you look at nice halibut, I mean it is pure white,” he said. “And it is flaky-looking, and it is beautiful. It’s translucent. If you’ve got that in the fish market, people are going to buy it.”

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