Fish: From Dock to Dish: A Conversation with the Minds Behind Fish

Kenny Belov and Bill Foss, co-founders of Fish in Sausalito, built their restaurant on a shared love of the ocean, sustainable seafood, and creating memorable dining experiences. Since opening in 2004, they have combined Bill’s vision for a relaxed, communal waterfront gathering place with Kenny’s deep commitment to ethical sourcing. Together, they pioneered partnerships with programs like Seafood Watch, launched their own sustainable seafood company, TwoXSea, and even developed the world’s first entirely plant-based trout feed. At Fish, their passion for honest, responsibly sourced seafood is matched only by their dedication to fostering community, storytelling, and a true sense of place. DeliveryRank features an exclusive interview.

Fish was born from a serendipitous visit to a bait shop in Sausalito, inspired by memories of waterfront fishing. How did that initial moment shape the vision and identity of the restaurant as it exists today?

The moment you’re referring to was first experienced by Bill. He discovered the place before I did. Bill had grown up in the South Bay of the Bay Area, often spending time on the Santa Cruz pier. For him, the connection was immediate. When I eventually saw it for myself, I understood exactly what he felt—though my own memories came from a different time and place. I had once lived in Florida, where waterfront dining, fishing boats, commercial fishermen, and the atmosphere of a working waterfront were familiar parts of my life. Though our experiences took place in different regions of the country, that location evoked the same kind of nostalgia for us both. The setting brought back a flood of wonderful memories, and from the very first day we each recognized the tremendous potential it held—for all the right reasons. That was nearly twenty-two years ago now, yet the feeling remains just as vivid.

The menu thoughtfully blends coastal American classics with global influences—like Portuguese chowder, Dungeness crab rolls, and grilled fish tacos. How do you balance honoring tradition with innovation while staying true to your commitment to sustainability?

Our commitment to sustainability is where everything starts. We take great care in sourcing products and building relationships with the people behind them—the fishers who catch our seafood, the farmers who grow our vegetables, the artisans who make our cheese. We seek out the best possible ingredients that are produced with the smallest environmental impact, whether it’s in the way they’re grown, raised, or harvested.

From there, we focus on honoring the classics. We start with dishes we love to eat—like fish tacos or fish and chips—and challenge ourselves to make them the very best they can be, always refining and improving. For example, our fish and chips feature cod caught by a husband-and-wife team in Alaska—something we’re incredibly proud of. Every detail matters, from the potatoes we choose to the crispness of the batter to the way the fish is seasoned and cooked.

At the same time, we remain innovative and globally inspired. We don’t define ourselves by a single cuisine—our menu is influenced by flavors and techniques from all over the world. We love drawing inspiration from incredible street foods in the Far East, Latin America, Europe, and beyond, incorporating these ideas into our seafood dishes in a way that honors and respects each culture. That global curiosity, paired with our commitment to sustainability, is what keeps us excited about what we do every day.

The restaurant industry has seen increasing pressure to address climate change through sourcing and operations. How does Fish stay ahead in applying sustainable practices, especially in an industry often driven by cost and convenience?

From day one, Bill and I stepped fully into the world of commercial fishing, embedding ourselves directly into the supply chain. In 2009, we founded Two by Sea, our wholesale company based in San Francisco. Through this venture, we forged connections with extraordinary captains and fishing families all along the California, Oregon, and Washington coasts, extending as far as Alaska, Hawaii, and Louisiana.

These relationships have given us access to truly sustainable products—resources that we’ve been able to weave into our menus with pride. In truth, our survival has depended on these bonds. By taking care of these fishermen—supporting their livelihoods and honoring their work—they, in turn, ensure that we receive the best possible catch.

Sourcing in this way is a world apart from scrambling at the end of the night to find product for the next day. When you build genuine, long-term relationships and secure your supply well in advance, the entire process becomes not only more reliable but also more meaningful.

As consumers become more conscious about where their food comes from, transparency is key. How do you educate your customers about responsible seafood choices without overwhelming them—and how has that influenced guest loyalty or expectations?

We do our best to educate our customers—and like anything, we know we can always do even better. On our menu, we make sure to identify the fishing vessel and the captain of each boat. We explain to our guests why that matters, and how the traceability in the fish we buy guarantees a boat-to-table, sustainable product.

When you buy directly from a fisherman instead of a large company, you’re not only ensuring that the fish was caught in a responsible way—you’re also supporting the fishermen themselves, who receive a fairer wage by selling straight to a restaurant rather than to a bulk buyer.

One of the most powerful moments we have, especially with a waterfront location like Sausalito, is when we tell a guest, “No, that’s not available,” and then explain why. Sometimes guests arrive with a specific fish in mind, assuming that if they’re at a seafood restaurant, it must be on the menu. But if that fish was caught using the wrong gear, is out of season, or needs time to recover from fishing pressures, we say so.

That’s when the real conversation begins. We explain the situation, then recommend a more appropriate, in-season alternative. Often, guests leave with a new perspective—realizing that eating seasonally isn’t just for fruits and vegetables, but for seafood as well. It plants a seed, and that awareness is what drives lasting change.

With the waterfront patio, the fish market, the upcoming café, and a dog-friendly atmosphere, Fish offers more than just a meal—it’s an experience. How do these different elements come together to create a welcoming and cohesive environment for your guests?

For Bill and me, Fish isn’t just a restaurant—it’s an experience, a way to spend the day. It’s not about grabbing lunch and heading home; every day brings something different. You might see a fisherman offloading their catch, wheeling a cart filled with fresh California halibut straight through the dining room. It stops everyone in their tracks—guests stand up, peek into the buggy, and start asking questions. That’s when the magic happens: conversations spark, connections form, and the experience begins.

We may have a dining room, a wine list, and all the trappings of a traditional restaurant, but the way we interact with our farmers and fishermen is anything but conventional. One day it might be a fisherman, the next it’s our baker from 15 miles up the road, arriving at an unexpected hour with still-warm loaves. When that bread comes through the door, the smell alone starts conversations—it becomes part of the story of the day.

From the boats and the commercial docks to the sound of the water just outside, this is a place that’s alive with its surroundings. We’ve made it as comfortable and relaxing as possible, and once you arrive, there’s no rush to leave. If you want to spend half the day at your table, please do.

If you would like to find out more about Fish, please visit https://www.331fish.com/