Kenny Belov thinks you’re eating anchovies the wrong way. “You put poor quality anchovies on a poor quality pizza, it’s as simple as that,” says Belov, owner of sustainable seafood company TwoXSea. “Unfortunately, that’s most American experiences with anchovies.”
While working in restaurants, Belov found it surprising how difficult it was for Bay Area fishmongers to answer questions about where their fish came from. “Fish is constantly being mislabeled for sale,” Belov says. Through his San Francisco-based company, he now aims to raise the profile of anchovies and grow the city’s anchovy market.
Anchovies have an extremely short shelf life due to their fat and oil content. Through Belov’s process, however, restaurants can get fresh anchovies two hours after they’re caught and on the menu that day. “For us, it’s very important that it’s a new offer every day, its form live in the restaurant,” he says. Watch the full video to see how Belov works with local fishermen and restaurateurs to provide them with the highest quality anchovies.