In this episode of The Digital Executive Podcast, host Brian Thomas sits down with Justin and Travis Maderia, fourth-generation lobstermen and co-founders of Lobster Boys, for a conversation about resilience, integrity, and what it actually takes to fight a broken food system from the bottom up. Justin opens with a story that is equal parts loss and determination — watching his family's fishery collapse over 25 years due to poor regulation, pesticide use, and unsustainable practices, then rebuilding by fishing the waters of Grand Manan, Canada, where better regulations produced visibly better lobster. What started as bringing premium hard-shell lobsters across the border to their existing customer base grew fast — fast enough that they became one of the largest buyers in Canada in just three years, which put them squarely in the crosshairs of the powerful wholesale networks they now call the mafia. Travis picks up the thread, describing the pressure campaign that followed: their boat burned at the dock, banks squeezed, and ultimately a forced bankruptcy right before the start of a season. They fought through it, and what emerged on the other side was a direct-to-consumer model built on something the industry rarely offers — full traceability. Justin explains how Lobster Boys grades each fisherman's catch separately, tracks every lobster from hauling to delivery, and gives individual grade reports back to the fishermen, so the person catching the best quality product is actually compensated accordingly. Travis closes with the bigger picture: a food system that has drifted dangerously far from the farm-to-plate principles that kept Americans healthy, and a call to get back to buying directly from farmers and fishermen before corporate middlemen and compromised supply chains do any more damage. Lobster Boys is starting with lobster — but the mission is much larger than that.If you liked what you heard today, please leave us a review - Apple or Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices