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Welcome to Fi$H Factor, where multi-generational grit meets visionary hustle.

In this episode, Mike Ungaro takes listeners inside one of the wildest promotional bets in San Pedro Fish Market history: hosting a professional shrimp-eating contest with Major League Eating. What started as a brainstorming session about how to stand out turned into a full-scale event staged on the deck of the USS Battleship Iowa, complete with insurance hurdles, national media, and competitive eaters pushing their limits.

Instead of popcorn shrimp, the team raised the stakes with massive U-10 shrimp, completely changing the dynamics of the competition and shocking even seasoned professionals. ESPN cameras rolled as Joey Chestnut powered through pounds of shrimp, delivering unforgettable visuals, national exposure, and a full season of Kings of Fi$H content.

In this episode, you’ll learn about:

• Why San Pedro Fish Market partnered with Major League Eating instead of running a contest themselves

- How hosting the event on the USS Battleship Iowa turned it into a built-in spectacle

- Why choosing U-10 shrimp completely changed the competition and shocked the eaters

- What the team learned about bold promotions, real costs, and creating moments people still talk about