Welcome to Fi$H Factor, where multi-generational grit meets visionary hustle. Mike Ungaro, CEO of San Pedro Fish Market and co-creator of the Kings of Fi$H TV series, recounts the wild story of how chasing publicity at the Port of Los Angeles Lobster Fest turned into setting not one, but four Guinness World Records.

What started with a single attempt at “most seafood served” quickly escalated into an unforgettable day of hauling baskets stacked with a thousand pounds of lobster, official adjudicators, TV crews, and a sizzle reel that would spark future shows. The records didn’t just bring global recognition — they helped lay the foundation for Kings of Fish and proved that sometimes the biggest risks make the best entertainment.