Michael Passmore’s statement in full
There is no question to me now that I have failed to effectively communicate to my chefs the origins of the fish, roe, and caviar they trust me to provide to them. This is unacceptable and I take full responsibility for it. I got lost in my brand providing our chefs the quality and consistency of product they have come to expect from me, regardless of origin, and did not appropriately value their respect for the origin story of PASSMORE (Passmore Ranch). Again, this is unacceptable and has understandably eroded their trust in me and the PASSMORE brand. I deeply and genuinely apologize for this; it is a lesson that I will only need to learn once. Moving forward, all of my customers can expect a far deeper level of communication at all stages of PASSMORE’s interaction with them, from the initial introduction and marketing, to product descriptions and labeling. I will ensure that my chefs know exactly what PASSMORE has produced on site and what we have sourced from other fish farmers, as well as what role PASSMORE has played in the final product. What will not change is the quality of the products that we produce and source for our customers. I have been humbled by the feedback I’ve received from the chef community and pledge to correct my unintended errors by ensuring that I don’t repeat them moving forward. I look forward to these changes and welcome all questions always.