Big changes at Local Catch Monterey Bay, trailblazing CSA of the sea.

Many take the occasion of their birthday to party.

Others take inventory.

Some do both.

On its third anniversary, Local Catch Monterey falls into the third category.

The party was scheduled to hit this weekend at the outfit's new office at 7532 Sandholt Road in Moss Landing, complete with fish soup on the tastebuds and Songs That Hot Box Harry Taught Us on the microphone, drums and guitar.

Rainy forecasts and co-founder Alan Lovewell's relentless research-driven travel plans pushed it back to March 8.  

The reflection is leading the Moss Landing-based community supported fishery—just like a weekly CSA for seafood—to change its name and upgrade its game.

(Check out what the Local Catch CSA-of-the-sea experience was like for three reporters here.)

The new name: Real Good Fish.

The new game includes a new Real Good Fish website—live next week—and several innovative projects in the works that will help lift membership from around 500 to a current goal of 1,000:

• Bay to Tray Program, wherein grenadier, a fish that’s unintended bycatch and was typically discarded previously, is now being served in public school lunches in Monterey, in place of often imported, farmed fish in tasty things like fish tacos and enchiladas.

• A partnership with Kitchen Witch Bone Broth in Santa Cruz. Once Real Good fish are filleted, the bones and heads go to the witches to make delicious and fortifying broth. Another instance of a former waste stream is converted into something useful and wholesome.

• New add-on options for subscribers, allowing them to receive more creative and diverse seafood options like anchovies, smoked salmon bellies, local squid and even calamari kimchi, and even complimentary spices like gomasio from Lightly Salted and sauce friendly canned produce from Happy Girl Kitchen.

• A growing staff with new hire Maria Finn directing marketing and member services while pulling in more members from the San Francisco Bay Area, while creating more pickup spots in Monterey County. Another delivery vehicle helps there too.

• Closer relationships with suppliers like Del Mar Seafoods in Watsonville and Sea Harvest, who occupies the space right above the new HQ, to maximize efficiencies and offerings.

• Another delivery vehicle! When you're a one "Fishmobile" outfit, another set of wheels is a big deal.

"There's a lot of support and capacity in the community," Lovewell says. "So much of our seafood is going to Asia, or going to East Coast. A lot goes to restaurants as well, but eaters don't know where it came from or who caught it. That's where we come in.

"The opportunity we see now that we've created this market is to develop the market."