H & H Fresh Fish Co.

Market Days


Seafood ·




Hans Haveman and Heidi Rhodes, plus 7 part-time employees


Hans Haveman grew up with a love of diving, surfing, and sport fishing, and by age 12, he was taking people out on boats to fish for salmon and rockfish in the Monterey Bay. During summers in high school, he worked on commercial fishing boats, where he gained a broad view of the commercial fishing industry. He also spent some time working in kitchens, including a stretch with Wolfgang Puck in Los Angeles. After buying his own salmon-fishing boat, he started selling his catch to fish buyers, but he eventually realized that there was a niche to be filled in the Bay Area’s burgeoning farmers market scene. With his wife and business partner, Heidi Rhodes, he started H & H Fresh Fish in 2003. In addition to catching some of his own fish, Hans now works with a fleet of local dayboat fisherman, some of whom he has known since childhood. Hans and Heidi enjoy educating customers about sustainable seafood, and all of their market employees (some fishermen themselves) help with processing, so they are able to share first-hand knowledge as well.


Much of H & H’s fish is caught by Hans and his fisherman as well as other Santa Cruz hook-and-line day boats. H & H also offers hand-selected imports from sustainable fisheries Alaska and Hawaii, along with some aquaculture products.

Fun Fact

Much of H&H's local seafood is caught within 50 miles of Santa Cruz.


Scotts Valley, California


CUESA (Center for Urban Education about Sustainable Agriculture) is dedicated to cultivating a sustainable food system through the operation of the Ferry Plaza Farmers Market and its educational programs. Learn More »