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Summer lobster done right. A conversation about getting a sustainable lobster on your dinner table.
By KTVU FOX 2 News
· June 21, 2026
· 1 min read
Fourth-generation lobstermen Justin and Travis Madeira of Lobsterboys join the show to break down how they are shifting the traditional supply chain. Watch to hear how their direct-to-consumer model focuses on sourcing sustainable seafood directly from regional fishermen.
Key takeaway Watch to hear how their direct-to-consumer model focuses on sourcing sustainable seafood directly from regional fishermen.
Why this matters in The San Francisco
The Madeira brothers' direct-to-consumer model has significant implications for San Francisco 's seafood scene, where consumers are increasingly demanding sustainable and locally sourced options. By cutting out intermediaries, Lobsterboys can offer higher quality seafood while also providing better prices for regional fishermen. This approach also helps to promote transparency and accountability in the seafood supply chain, allowing consumers to make more informed choices about the food they eat. As San Francisco residents become more aware of the environmental and social impacts of their food choices, initiatives like Lobsterboys' are likely to gain traction. The city's thriving food culture and proximity to the ocean make it an ideal place for innovative seafood models like this to take hold, and it will be interesting to see how other local businesses respond to the growing demand for sustainable seafood.
About this story
Original reporting by KTVU FOX 2 News . The San Francisco surfaces reporting from trusted publishers and adds local editorial context so readers can quickly understand what a story means for their community. We attribute every source, link to the original report, and follow a documented editorial standards policy. To understand how stories are selected and reviewed, read our about page .
For the complete original report, visit KTVU FOX 2 News . Have a tip or correction? Contact our newsroom .
Category: local ·
Published: June 21, 2026 ·
Source: KTVU FOX 2 News ·
Reading time: 1 min
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Frequently asked about this story
What is this story about? Fourth-generation lobstermen Justin and Travis Madeira of Lobsterboys join the show to break down how they are shifting the traditional supply chain. Watch to hear how their direct-to-consumer model focuses on sourcing sustainable seafood directly from regional fishermen.
When was this published? This article was first published on June 21, 2026 by KTVU FOX 2 News and curated for The San Francisco readers.
Who reported this story? This story was reported by KTVU FOX 2 News. To learn more about how The San Francisco selects and reviews stories, see our editorial standards .
Where can I find related coverage? See more local coverage from The San Francisco, or browse our daily briefing and topic hubs .
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