Long before sunrise, while most of Monterey County is still asleep, fishermen are already at work.
For Joseph Bonanno of M.I.F. Seafood, life on the water began long before he officially entered the fishing business. His family has worked in commercial fishing for generations — a tradition that began when his grandfather immigrated from Sicily and settled in Monterey during the city’s historic fishing era.
“Fishing was how they made a living and supported the family,” Joseph explains. “Over time, our family’s fishing roots expanded into Alaska, and ever since then our lives have pretty much revolved around the ocean.”
Growing up in Monterey meant growing up surrounded by the rhythms of the harbor, fishing boats, and commercial docks. Some of Joseph’s earliest memories are of heading out on the boat with his father and grandfather before dawn.
“Early mornings, cold weather, long days — that was just normal life growing up,” he says. “Being around that environment at a young age teaches you work ethic pretty fast.”
That lifelong connection to the ocean eventually inspired Joseph to create M.I.F. Seafood — a company built around the idea of “fisherman-direct” seafood. Instead of seafood passing through multiple distributors and middlemen, M.I.F. Seafood connects customers directly with the people harvesting the fish.
“I wanted customers to actually know the source of their food,” Joseph says. “There’s more accountability, more transparency, and customers know what they’re getting.”
That transparency matters more than ever. Seafood is one of the most mislabeled food products in the world, and many consumers have little idea where their fish comes from, how it was harvested, or how long ago it was caught.
At the farmers market, Joseph enjoys the opportunity to have those conversations directly with customers.
“One of the best parts about farmers markets is getting to talk directly with people,” he says. “They ask questions, hear the story behind the seafood, and build trust because they’re buying from a real person instead of just grabbing something out of a grocery store freezer.”
M.I.F. Seafood specializes in wild Alaska seafood — particularly salmon harvested from some of the most tightly managed fisheries in the world. Joseph says many customers are surprised to learn that much of the wild salmon sold commercially in California actually comes from Alaska fisheries, not California waters.
“Alaska is incredibly important to our business because the fisheries there are some of the best managed in the world,” he explains. “The regulations are strict, but that’s what keeps the fisheries sustainable.”
For Joseph and his family, sustainability isn’t a marketing term — it’s essential to survival.
“If you don’t protect the resource, there’s no future for fishing families or coastal communities,” he says. “A sustainable fishery doesn’t happen by accident. There’s a lot of management, science, and responsibility behind it.”
Joseph also hopes customers understand that “fresh” seafood is not always superior to frozen. In many cases, high-quality seafood is frozen shortly after harvest to preserve texture and flavor at peak quality.
“A lot of high-quality seafood is frozen shortly after harvest to lock in quality,” he explains.
And according to Joseph, not all salmon are alike, either. Different species, fisheries, and handling practices can produce dramatically different flavors and textures.
According to Catherine Barr, “Joseph’s seafood is exceptional. The quality, freshness, and care behind every product really shine through — and his smoked salmon is absolutely unforgettable.” It consistently stands out among market customers. “Our smoked salmon is definitely the clear winner,” he says.
Today, M.I.F. Seafood continues a family tradition deeply tied to Monterey’s fishing heritage while helping customers reconnect with the source of their food — one conversation, and one fillet, at a time.
Look for M.I.F. Seafood at the Aptos and Monterey Farmers Markets and discover the difference of fisherman-direct wild seafood. Additionally, online ordering is available at www.mifseafood.com.
PRODUCTS
Wild-Caught Sockeye Salmon
Rich, flavorful wild Alaska salmon with a firm texture that’s perfect for grilling, roasting, or pan-searing.
Wild Pacific Rockfish Fillet
A mild, flaky white fish with a delicate sweetness — excellent for tacos, grilling, frying, or seafood stews.
Cold-Smoked Sockeye Salmon
Award-winning wild Alaska sockeye salmon, expertly cold-smoked for a rich, silky texture and delicate smoky flavor. Customer favorite!
Peppered Cold-Smoked Sockeye Salmon
Cold-smoked wild sockeye finished with a bold cracked pepper crust for a rich, savory flavor.
Lux Smoked Salmon Spread
A creamy smoked salmon spread handcrafted with wild Alaska sockeye, cream cheese, lemon, dill, capers, and honey.
Wild-Caught Gulf Shrimp
Sweet, tender wild shrimp — perfect for grilling, sautéing, seafood boils, pasta dishes, and quick weeknight meals.
Seasonal Seafood Selections
Availability changes throughout the year depending on fishing seasons and harvest cycles.
RECIPES: See our salmon recipes at Edible Paradise
