People born in America in the ‘90s take their local spicy tuna roll for granted—but we ‘80s babies remember a depraved world in which eating raw fish was unheard of. The end goal was ambitious—to create a new market for Atlantic salmon as a staple in Japanese sushi. Olsen said that his team discovered a negative correlation between knowledge about the seafood industry and preference for raw Norwegian salmon. This direct-to-consumer supply chain was hugely successful in changing the Japanese perception of raw salmon, where today, 59% of Japanese consumers dining out prefer salmon raw in sushi. While Olsen was focused on Japan, making Norwegian salmon a staple in sushi came with an unintended result.