edible notables
FRESH CATCH
Region’s only dedicated seafood market opens.
WRITTEN BY HEIDI BETHEL
PHOTOS BY CHRIS HOLLOMAN
In 2006, when Jim Crowell and his family established Sierra Gold Seafood Inc., they had a vision. They wanted to provide good quality seafood at a reasonable price. At first, they distributed shrimp and frozen seafood from a small space off Nugget Avenue in Sparks; then they added live lobster and shellfish to the mix. About five years after opening, they moved into their current location and went full scale, with fresh, frozen, and live seafood.
Recently, they opened a retail market adjacent to the wholesale distribution facility, where customers will find everything from wild-caught Alaskan salmon and exotic sea urchin to oysters and mussels harvested off the Washington coast.
“We specialize in one thing and that’s high-quality seafood,” explains Brandon Crowell, Jim’s son and vice president of operations. “We are very hands on and work hard to ensure customers get the freshest product out there.”
Fresh ’n’ fileted
Jim and his wife, Cindy, still are heavily involved in the business. Brandon and his brother, Justin, are responsible for sourcing the seafood and turning inventory. With up to four shipments scheduled from the East Coast per week and daily deliveries from the San Francisco Bay Area, this can sometimes be a daunting task.
“It’s really about knowing our customers’ needs and wants,” Brandon explains. “We have to have just enough without running short. It’s a hard mark to make, but throughout the years we’ve become pretty good at it.”
Much of the fresh fish arrives whole and on ice. A team of three butchers filets the fish to order.
“Our lead butcher, Nick Eisele, has practiced the trade for more than a decade,” Brandon says. “He knows the bone structure and produces really clean cuts. He could filet anything.”
Labor of love
Knowing that their clientele may need guidance in cooking some of their products, the Crowells hired chef Scott Lee as the retail market manager.
“He has more than 25 years of experience and gives the customers confidence in the kitchen,” Brandon says.
They also care about stewardship and sustaining the wild seafood population.
“There are only so many fish in the ocean,” Brandon explains. “Wild is good, but if we don’t manage our practices, there will be none left. Part of this is eating aqua-cultured products such as salmon, striped bass, and trout. The other component is adhering to the seasons, which some countries just don’t do.
“Fish and seafood are the last mass-consumed wild animals, and we have to make sure they thrive.”
A lover of seafood and fish, Heidi Bethel recently enjoyed delicious Arctic char and tuna ceviche from Sierra Gold Seafood. After a quick chat with chef Lee, she prepared a quick and easy meal for the perfect date night with her husband.
Sierra Gold Seafood
1335 Greg St., Ste. 105, Sparks
775-359-5700, http://www.Sierragoldseafood.com
