Training fishermen of the Upper Gulf of California (UGC) on business to business B2B sales is vital for the economic viability of the new fishing technologies being developed in the UGC. High-end restaurants and retailers in Southern California and UGC are demanding high quality fish from sustainable sources. However, they have very specific requirements on how the fish they want needs to be handled. Therefore, in June 2018 WWF-Mexico organized a meeting between chefs and retailers of San Diego and Valle de Guadalupe, and the fishermen in Puertecitos. This meeting was a unique opportunity for both parties to learn from each other, and especially to provide fisherman with the capabilities to successfully sell their high quality catch.