It took something terrible to turn Santa Barbara business advocates onto the idea of doing some good for the local commercial fishing industry.
That awful thing — the May 2015 oil pipeline leak near Refugio State Beach — scared customers of all sorts away from seafood caught locally, crippling some fishing operations long after officials said the fare was safe to eat.
Around that time, the Santa Barbara Chamber of Commerce realized it could do a better job serving fishermen by coming up with a collective campaign to brand local catch sold outside the area.
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