As Wild Planet celebrates its 20th anniversary, the company's growth from a small local business to a national leader in sustainable seafood is nothing short of remarkable. At the heart of this transformation is Ben Carvalho, whose own journey with the company mirrors its evolution. Under the visionary leadership of his father, Bill Carvalho, Ben has been an integral part of Wild Planet's growth from its earliest days. From a teenager labeling cans to his current role as Global Operations and Sustainability Manager, Ben's story is one of passion, perseverance, and an unwavering commitment to ocean health. His insights offer a unique perspective on the challenges and triumphs of building a business that puts sustainability at its core, inspiring consumers to make choices that protect our planet's most vital ecosystems.
Wild Planet wasn't always the national brand it is today. In those early days, we were Carvalho Fisheries, a company my father, Bill Carvalho, had started when I was just a toddler. His vision and leadership have been the driving force behind our growth and commitment to sustainability. I grew up around the business, playing on forklifts and docks, absorbing the rhythms and smells of the fishing industry almost by osmosis. But it wasn't until 2004 that I officially joined the team, balancing my senior year studies with after-school shifts packing boxes and labeling cans.
What makes this journey even more special is that it's been a family affair. My sisters, Katie and Sarah, have also been integral parts of Wild Planet's story. Katie and I shared an office for years, bringing our friendly sibling rivalry into the workplace in the best possible way. Sarah's artistic talents brought our products to life visually, creating food photography that makes our tuna and sardines look as delicious as they taste. It's been incredible to grow alongside my siblings, each of us contributing our unique strengths to the company's mission.
The transformation from those early days to where we are now is nothing short of astounding. I remember when our entire operation fit into a tiny office, and we shipped everything via FedEx Ground. Fast forward to today, and we're managing multiple warehouses, overseeing international logistics, and pushing the boundaries of sustainability in the seafood industry.
That change from tiny office to industry leader seemed to happen overnight in the early 2010’s. It was like flipping a switch – suddenly, we were in club stores, expanding our retail presence, and introducing new product lines like our sardines. The sheer volume of product we were handling seemed to multiply overnight. We went from a company producing a few containers a year to one with a constant flow of production. It was exhilarating and, frankly, a bit terrifying.
But with this growth came an even greater responsibility. As we expanded, so did our commitment to sustainability. It's not just about selling more products; it's about using our platform to drive positive change in the industry. We've implemented traceability initiatives, pushed for more sustainable fishing practices, and continuously educated ourselves and our consumers about the importance of ocean health.
One of the most crucial aspects of our sustainability efforts is our unwavering commitment to pole-and-line fishing for tuna - it's the only method we support and use. This centuries-old technique stands in stark contrast to the more common long-line fishing. Long-line fishing is wasteful, attracting a variety of non-target species and leading to bycatch of endangered sea turtles and sharks, disrupting ocean ecosystems. We view pole-and-line fishing as the gold standard in sustainability as it directly targets tuna with little- to no bycatch, demonstrating how traditional fishing practices can be both economically viable and environmentally responsible. By strictly adhering to pole-and-line fishing for our tuna, Wild Planet is actively preserving the delicate balance of our marine ecosystems and setting a standard for sustainability in the seafood industry.
Our commitment to these sustainable practices isn't just about protecting fish populations – it's about preserving entire marine ecosystems. By eliminating bycatch and protecting juvenile fish, we're ensuring that these species can grow and reproduce, maintaining the health and balance of our oceans for generations to come.
What excites me most about Wild Planet's future is our potential to make a real difference. The challenges facing our oceans are immense, but so is the power of informed consumers making better choices. Every day, we're working to prove that it's possible to run a successful business while prioritizing environmental stewardship.
As we've grown, one of my primary focuses has been maintaining the genuine relationships with our fishermen and suppliers that my father, Bill, has cultivated over the years. These partnerships are the backbone of our business, and they're built on trust, fair practices, and a shared commitment to sustainability. My dad always said that a good negotiation leaves everyone satisfied, and I've taken that to heart. It's not just about getting the best deal; it's about creating partnerships that benefit everyone involved, from the fishermen to the consumers, and ultimately, the oceans themselves.
Sustainability isn't just a buzzword for us – it's the foundation of everything we do. To me, sustainability means fulfilling our needs in a way that can be repeated by future generations, leaving our natural world in the same or better condition. It's about ensuring that my kids, and their kids, can enjoy the same abundance and beauty of our oceans that we do today.
As I look back on these 20 years, I'm filled with a sense of pride and purpose. We've grown from a small family business to a national brand, but our core values remain the same. We're still that passionate team, working together to label cans (though thankfully, not by hand anymore!) and pack boxes, driven by the belief that we can make a difference, one sustainable catch at a time.
The journey hasn't always been easy, but it's been incredibly rewarding. As we celebrate this milestone, I'm more committed than ever to pushing our industry forward, advocating for healthier oceans, and proving that business can be a powerful force for good in the world. Our process is built around one heartfelt intention – to stop wasteful fishing practices and promote methods that protect the delicate balance of marine life. For Wild Planet, sustainability begins and ends with selectivity, diligence, and care.
Ben Carvalho
Global Operations and Sustainability Manager, Wild Planet Foods
As Wild Planet Foods marks two decades of operation, Ben Carvalho's insights offer a window into the company's evolution and its ongoing commitment to sustainability. In this Q&A, Ben shares his personal favorites, pivotal moments in the company's history, and his vision for the future of sustainable seafood.
Q: What is your favorite Wild Planet product and why?
A: I have two favorites that I can't choose between. First, there's our Mackerel in Extra Virgin Olive Oil. I'm a huge mackerel fan – whether I'm in Japan enjoying a whole grilled mackerel for breakfast or adding it to my rice at home, I just love its rich flavor. Our canned version captures that perfectly, and it's such a versatile product. My other favorite is our 2.82oz Skipjack in Pure Olive Oil. The texture is just perfect, and it's an ideal serving size for a quick, protein-packed snack.
Q: Do you have a favorite recipe using Wild Planet products?
A: Absolutely! My go-to is what I call the "Complete Meal" – it's simple, nutritious, and delicious. I mix Wild Planet tuna with rice and avocado. It's so easy to throw together, but it gives you a perfect balance of protein, complex carbohydrates, and healthy fats. The avocado adds fiber and additional nutrients that you wouldn't get from just tuna and rice. As a parent, I love that it's a meal I can feel good about feeding my kids, and it's so quick to prepare, which is essential as we’re rushing back and forth between schools and practices.
Q: Why do you enjoy working at Wild Planet?
A: For me, it's all about the mission and the people. I genuinely believe we're making the world a better place through our work. It's incredibly fulfilling to know that my job contributes to ocean conservation and sustainable food practices. But beyond that, it's the people that make Wild Planet special. We've grown together over the years, and many of my colleagues feel like family now. There's something special about working alongside people for 15-20 years, watching their kids grow up, and sharing in life's milestones together. Even when we're dealing with the challenges of logistics or sustainability initiatives, the camaraderie and shared purpose make it all worthwhile. And of course, working with my sisters Katie and Sarah has added a unique family dynamic that I truly cherish.
Q: Can you share any pivotal turning points in Wild Planet's history?
A: The early 2010s were a real game-changer for us. We expanded into club stores and significantly increased our retail presence. Around the same time, we introduced our sardine product line. This period marked our transition from a small, local business to a national company. Suddenly, we were managing multiple warehouses, coordinating much larger shipments, and implementing more complex sustainability and traceability initiatives. It felt like we went from a mom-and-pop shop to a serious player in the industry almost overnight. The scale of our operations changed dramatically, but we worked hard to maintain our core values and commitment to sustainability throughout this growth phase.
Q: What excites you most about Wild Planet's future?
A: What really gets me excited is the potential we have to push the entire industry forward, especially in terms of sustainability. We're in a unique position to lead by example, showing that it's possible to run a successful seafood company while prioritizing environmental stewardship. I'm particularly passionate about our ongoing efforts to improve our sustainability practices, from sourcing to packaging. Looking ahead, I see enormous potential for sustainable seafood to play a crucial role in addressing global food security challenges. We're not just selling fish; we're part of a larger movement towards more responsible food production and consumption. That's incredibly motivating. I'm also excited about continuing to build and nurture the relationships with our fishermen and suppliers, following in my father's footsteps. These partnerships are crucial for ensuring that our commitment to sustainability extends throughout our entire supply chain.
Q: What does sustainability mean to you and why is it important?
A: To me, sustainability is about fulfilling our needs in a way that can be repeated by future generations, leaving our natural world in the same or better condition. It's about living a life that allows my kids to have the same or better quality of life than I've had. I'm deeply concerned about climate change, and I believe our diet is one of the biggest factors driving climate change now, while also being heavily impacted by it as this century progresses. That's why I've made personal choices like giving up red meat, and why I'm so passionate about Wild Planet's mission. Sustainability is important because it's not just about preserving nature for its own sake – although that's crucial – it's about ensuring our own survival and quality of life as a species. The choices we make today in how we source and consume food will have profound impacts on the world our children inherit.
Q: What do you wish consumers knew about fishing, ocean health or environmental sustainability?
A: I really want consumers to understand that their choices matter more than they might realize. At Wild Planet, we've seen firsthand how a small team of dedicated people can make a significant impact on industry practices. The same is true for consumers – every purchase decision is a vote for the kind of world you want to live in. I also wish more people understood the difference between various fishing methods. For instance, long-line fishing, which is commonly used for albacore tuna, results in significant bycatch, including endangered species like sea turtles and sharks. In contrast, pole-and-line fishing, which we use exclusively for our tuna, is much more selective and sustainable. It allows us to target specific species and sizes of fish, greatly reducing bycatch and protecting the overall health of marine ecosystems.
Another crucial point is that sustainable fishing is not only possible but necessary for the future of our food supply. The oceans can be a vital source of protein for humanity if we treat them right. We're facing serious challenges in how we'll feed the growing global population in the coming decades, and responsibly managed fisheries can be part of the solution. Lastly, I want consumers to know that while the challenges facing our oceans are significant, they're not insurmountable. With informed choices and collective action, we can make a real difference.
Q: Any special Wild Planet memories you'd like to share?
A: One of my fondest memories is from our early days when we were still a tiny operation. We'd get these big orders – well, big for us at the time – and the entire staff would drop everything to help fulfill them. I remember being in a room with Elizabeth Overstreet, Karen McDonald, and Deborah Bush – all of whom have since retired or moved on – and we'd all be labeling cans with glue sticks, laughing and chatting as we worked. It was chaotic, but there was such a sense of camaraderie and shared purpose. We were all doing whatever it took to keep the business going, no matter our job titles. Those moments really encapsulate the spirit of Wild Planet for me – passionate people coming together to make something happen, against all odds. It's that same spirit that's carried us through 20 years and continues to drive us forward today.
Another special memory is working alongside my sisters. Katie and I shared an office for years, and there was always this friendly competition and verbal jousting between us. And seeing Sarah's creative vision bring our products to life visually was always exciting. These family moments, woven into the fabric of our business, make Wild Planet truly special to me.
Ben Carvalho's journey with Wild Planet Foods is a testament to the power of passion, perseverance, and purpose in business. From his humble beginnings labeling cans as a teenager to his current role shaping the company's global operations and sustainability initiatives, Ben has been an integral part of Wild Planet's growth and evolution. His story, intertwined with those of his sisters Katie and Sarah, reflects the company's transformation from a small, local operation to a national leader in sustainable seafood, while maintaining its core values and commitment to ocean health. Ben's dedication to preserving the genuine relationships with fishermen and suppliers, following in his father Bill's footsteps, underscores Wild Planet's holistic approach to sustainability. As the company celebrates its 20th anniversary, Ben's insights offer both a reflection on the challenges overcome and a vision for a future where sustainable fishing practices, particularly their exclusive use of pole-and-line methods for tuna, and informed consumer choices can help address global food security challenges while preserving our oceans for generations to come. Through Ben's eyes, we see that Wild Planet is more than just a seafood company – it's a movement towards a more sustainable and responsible food system, proving that business can indeed be a powerful force for positive change in the world.
