Puerto Adolfo López Mateos is a town on the Pacific Coast similar to Kino. But the López Mateos fisherman didn’t toss this fish from the net to the beach and then to a truck. It was caught by hook and line, placed in ice water, and processed by the fisherman’s wife in an air-conditioned plant. The fisherman earns many times as much money as Kino fishermen, doesn’t have bycatch, and the fish makes for an amazing meal. Peckham says that when he first showed the fish to this restaurant, they refused to believe it was cabrilla. He’s become a cheerleader for something he calls “value rescue”; that is, if the fishermen can cut out some of the middlemen, care for and market their fish better, and make more money per fish, they can be better stewards of their coastline.