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Five Generations

The little town of Munising, on the shores of Lake Superior in the Upper Peninsula of Michigan, has been home to our family fish market since 1914. Launched by Philip VanLandschoot, VanLandschoot & Sons Fish Market (VSI) is now a 5th generation family-run business. It remains one of the last 13 commercial fishermen on the Great Lakes and the oldest one on Lake Superior (LS)

The second generation of Vanlandschoot kids standing on the dock surrounded by boats getting ready to go fishing


In addition to five generations of family working the fishery, we’ve also employed hundreds of residents over the years. Those people rely on us to provide for them so, they can provide for their families. That's why, every year, we review our business model in order to keep our company profitable in a sometimes volatile industry.  Our drive to keep our company successful comes from the knowledge of how our practice impacts the lake and what effect that has on the community.


A zoomed in shot of whitefish fillets as a team member prepares them for shipping


VSI not only takes great pride in our heritage, but, in the work of practicing sustainable fishing. We work closely with the Department of Natural Resources (MDNR) on fisheries research and the lake-health in Lake Superior. As a result, we have a premium product to offer our customers.

In the summer of 2020, we hired Midwest Laboratories to test the quality of our fish and create a customized product label for us.
It was no surprise, that our Lake Superior Whitefish (LSWF) is a high-quality fish with pure protein, and loaded with Omega 3, 6 and 9 fatty acids, all critical for good health. The testing of our fish was one extra step we took to invest in our sustainable product and provide one more proof of quality and excellence to our consumer.

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