THE FISH GAME IS RIGGED
Why I walked away from the supply chain to build something they can’t touch.
I used to want it all. The full spread—coral, fish, inverts. The "Dream Shop." But the deeper I got into the livestock trade, the clearer the picture became. The fish game isn't about husbandry. It isn't about quality.
It’s about control.
You can run clean systems, zero DOA, and perfect logistics. It doesn't matter. If you don't kiss the ring, you get benched. I built my systems on data and discipline. The industry runs on handshake deals and "don't ask questions."
I didn't get pushed out. I walked out.
⛔ The Gatekeepers
The fish supply chain is a boys' club running on legacy code. If you aren't part of the "Old Guard," you are treated like a glitch in the matrix.
They call it "vetting." I call it fear.
The Reality Check
I built a system so lean that one of the world's biggest distributors took notice immediately. They were shocked that a "small shop" could out-engineer their logistics. The growth was too fast for their comfort zone.
So they shut it down.
They added hoops. I jumped through them. They found technicalities. I fixed them. The account was closed anyway. Why? Because innovation looks like a threat to people who are used to a monopoly.
🔄 The Pivot: Control The Outcome
There was a moment I had to choose: Keep begging for a seat at their table, or go build my own.
"Coral is a meritocracy. Fish is politics."
I chose coral. Why? Because with coral, my hands make the difference. The color, the growth, the health—that’s on me. That’s where reputation is earned by results, not by who you know at a trade show.
Freedom Over Permission
Walking away wasn’t a loss. It was the best move I ever made. The coral side doesn’t care about your connections—it cares about what you can grow.
That’s the game now. Build it yourself. Control the process. Own the result. The system can keep its gates locked—I’m already past them.
🏪 A Note on Fish
If you’re buying fish, support your Local Fish Store (LFS).
These are the guys actually grinding. They care about the livestock, the customers, and the community. Keep the small shops alive—they are the only thing keeping this hobby real.
