Raising the Standard for Sustainable Seafood

Rubén Gerardo Guzmán Ornelas is the founder of Nueve Palmas and a pioneer in sustainable seafood distribution in Baja California Sur. By introducing direct-from-ocean distribution, traceable sourcing and responsibly farmed seafood into premium hospitality markets, he has helped strengthen fair trade practices, support local fishing communities and accelerate the adoption of sustainable seafood across Mexico’s hospitality industry.

Transparency from Catch to Customer

Our approach is guided by three core principles: fair trade, responsible sourcing and full traceability.

We strongly believe in fair trade practices. We require fishermen to deliver the highest possible quality and in return, we pay significantly above market prices, typically 50 to 100 percent more for their catch. Because our quality standards include techniques such as ikejime, fishermen often spend more time handling each catch and therefore harvest lower volumes than before. However, despite catching less fish, they are able to earn a higher income. The result is a win-win model: fishermen improve their livelihoods, customers receive exceptional-quality products and pressure on marine ecosystems is reduced.

We only source seafood from cooperatives and farms that meet recognized sustainability standards, including ASC or BAP certification, participation in fishery improvement projects (FIPs) or fisheries rated yellow or green by the Monterey Bay Aquarium Seafood Watch program.

Traceability is equally fundamental to our operation. With every delivery, we provide clients with clear and reliable information about the origin of each product, including species, source location and harvest or catch date.

Seafood Procurement around Sustainability

Consumer awareness regarding sustainably sourced seafood has grown significantly in recent years. Procurement managers, particularly those working with large hotel brands, increasingly request detailed information about product origin as part of corporate sustainability requirements.

At the same time, there is a growing community of ocean-conscious chefs and consumers who are deeply committed to marine ecosystem health. A key example is Pesca con Futuro (PCF), a movement created by chefs to promote seafood sourced from responsible fisheries and aquaculture operations.

The initiative has expanded considerably and is now organized into regional chapters across Mexico. As prominent chefs have joined, many others have followed, including F&B professionals, fishermen, cooperatives and suppliers such as Nueve Palmas.

A Fully Sustainable and Mexican Seafood Model

One of the main operational challenges has been the need to refine and streamline our product portfolio to align fully with our sustainability standards.
In 2024, we underwent an audit conducted by Seafood Ninja Inc., which found that 91 percent of our products met sustainable sourcing criteria. Following this evaluation, in 2025 we made the strategic decision to eliminate products that did not comply with our updated sourcing policy. By July of that year, we were able to announce that 100 percent of our seafood products came from sustainable sources.

More recently, we informed our clients that all of our products are not only sustainably sourced but also entirely Mexican. Our strategy focuses on strengthening partnerships with local and regional fisheries and aquaculture farms. This reduces our carbon footprint while meeting growing demand from corporations seeking responsible and locally sourced supply chains.

Another key challenge is financial pressure within the supply chain. We typically pay small-scale fishermen, cooperatives and farms within 48 hours of receiving their products, and in some cases on the same day. However, hotels and restaurants often operate on payment terms of 15 to 60 days, creating significant cash-flow pressure while maintaining our commitment to fair and timely payments.

Leading with Values in a Quality-Driven Industry

One of the most important leadership lessons has been staying true to our values and consistently doing what is right, even when it is difficult. There are no shortcuts when building long-term trust and credibility.

Our customers know that when a product comes from Nueve Palmas, quality, freshness, legality and sustainable sourcing are guaranteed. Maintaining these standards requires discipline, consistency and daily commitment. Keeping the bar high is demanding work, but it is essential for building a brand that customers and partners can trust.

Key Advice for Aspiring Leaders

I would advise them to build their business around a diversified portfolio of sustainable seafood products, including both responsibly farmed and wild-caught options.

Relying too heavily on one or two products can become a significant risk, even when production appears stable. Aquaculture and wild fisheries can fluctuate due to environmental, biological and market factors.

Diversifying sourcing across different species, farms and fisheries increases resilience, improves supply stability and strengthens long-term success in the sustainable seafood industry.