'I'd stake my reputation on it': Gulf fishing alliance introduces new brand (VIDEO, PHOTOS)

DESTIN — Gulf seafood was officially branded Sunday afternoon.

Local restaurateurs, seafood dealers and fishermen joined forces with the Gulf of Mexico Reef Fish Shareholders Alliance to promote Gulf seafood through a new tagging and tracking system called TransparenSea and under the new “Gulf Wild” name.

Consumers will be able to track the boat their fish was caught on and the harvesting location within 10 square miles. The tags will also provide a bio and photo of the boat captain, the fish house and city the landed.

Celebrity chef Rick Moonen sits on the board of advisors.

The restaurateur and former “Top Chef Masters” contestant attended Sunday’s launch party at Dewey Destin’s Seafood and prepared a dish made from Gulf Wild red snapper caught that day.

• View photos of the event. »

“I think Gulf Wild is brilliant. It’s historic,” Moonen said. “I’m all about consumer confidence.”

Moonen built a reputation as one of the top seafood chefs in the country and a strong proponent of sustainable seafood practices.

He stopped serving red snapper and grouper in his restaurant when the fishes were placed on the IUCN Red List of Threatened Species. The fish got on the list because fishermen were depleting the supply by throwing away fish that was caught and too small to sell.

Supporters say the Gulf Wild tags will prove that the Gulf supply of Red Snapper is large enough to take it off of the Red List.

Because Gulf Wild will be tagging their fish instead of throwing them back, Moonen brought Gulf Wild fish to his Las Vegas restaurant.

“I was taking pictures of it as if it was a movie star,” Moonen said. “This fish was so alive; I’d stake my reputation on it.”

TJ Tate, executive director of the Gulf of Mexico Reef Fish Shareholder’s Alliance, said the system was developed by fishermen for fishermen. Gulf Wild fishers will have cameras on their boats to prove they aren’t throwing red snapper back.

Gulf Wild obtained grants to cover the cost of installing cameras and tagging the fish for the program’s first few years. Tate said other groups have shown interest and may cover costs through 2015. After that, fishermen will pay for the costs of tagging.

The process will involve additional paperwork for fishermen but Tate said the system is user friendly.

“The last guy I gave it to, it took him three minutes to enter the information,” she said. “Our goal was not to create work for them.”

Destin resident David Krebs, president of the alliance, said there will be a demand for the Gulf Wild product in the coming years and that demand will offset any costs.

Capt. Paul Vick, who has fished locally for 20 years, said he supported the Gulf Wild concept because of its potential to bring back the local fishing industry. He also said it was important to prepare for future generations.

“You’ve got to have a good stewardship for everybody that’s going to be behind us,” Vick said. “I think it would just be nice to know where your fish come from.”