Not surprisingly, the founder of GreenFish has been fishing since childhood. Bryan Godber grew up in Southern California where he began saltwater fishing on his grandfather's boat. Soon he was also freshwater fishing for bass and trout whenever possible. Bryan learned and practiced catch-and-release while freshwater fishing, but typically kept his catch when ocean fishing.

A freezer full of fish was not uncommon at Bryan's house until just a few years ago. Suddenly it dawned on him: there were always leftover fish, still chilling in the freezer months after being caught.

That's when Bryan vowed to practice more catch-and-release. He started photographing his catch, keeping the memories and releasing the fish. (Well, he might keep one or two for dinner now and then.) Wanting to make a difference, Bryan explored the idea of creating a non-profit organization to promote sustainable fishing and improve fisheries. Until he discovered how many non-profits there were already in existence.

Bryan changed course. He launched GreenFish in 2010 as a company dedicated to promoting catch-and-release fishing while donating a portion of each purchase to like-minded non-profit groups. This allowed multiple organizations to be supported at once. Despite sharing similar goals, the groups could have very different approaches and specialties, such as freshwater or saltwater conservation, fishing instruction for children, defending legal rights of recreational anglers, and other such causes.

Fishing remains a passion for Bryan to this day, along with the goal of sustainable fisheries and ensuring our fisheries can be enjoyed by future generations. Many gifted people are already out there pursuing the same goals. Now GreenFish is a way to join them, add strength to their numbers, and help reach those goals together.