“If you don’t like the news, then go out and make some of your own. That’s what I vowed to do,” explains Sims, who left his job with a large seafood company to found an enterprise focused exclusively on artisan and sustainable seafood – CleanFish. His epiphany came after seeing a movie detailing the dangers to the ocean and to consumer health from over-fishing and from practices used by industrial-scale operations. Feeling remorse for being – as he saw it – part of the problem, Sims decided to be part of the solution. He ignored warnings from his former colleagues that he could never get a new company off the ground and founded the business with his partner, Tim O’Shea. They built CleanFish to yield a positive return on financial, social, and natural capital. Sims cold-called every fish dealer he knew and drove sustainably produced fish to local restaurants from the backseat of his car to create a base of suppliers and customers. The formula is simple: Support fisheries where wild fish are harvested responsibly; connect them with educated consumers; and build a new market of supply and demand based on sustainability. CleanFish’s annual sales have grown from $3 million in 2006 to $17 million in 2009.