Welcome to Fi$H Factor, where multi-generational grit meets visionary hustle. Mike Ungaro, CEO of San Pedro Fish Market and co-creator of the Kings of Fish TV series, shares the wild story of how his family helped turn an experimental lobster boil into the legendary Port of Los Angeles Lobster Fest.

What started as a risky idea of cooking thousands of live Maine lobsters in a homemade diesel-fueled mega cooker grew into a phenomenon that drew tens of thousands of people, top-tier bands, and national attention. At its peak, the team was steaming 30,000 pounds of lobster in a single weekend, redefining what a seafood festival could be.

From building custom equipment and flying in shipments of live lobster to pulling off media stunts that saved the event after a rainy disaster, Mike explains how ingenuity, hustle, and a willingness to take big risks helped brand San Pedro as more than just a fish market.