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, takes us behind the scenes of one of the most over-the-top seafood spectacles ever created: the legendary Triple XL Tray.

What started as a spontaneous “Super Tray” collaboration with Foodbeast turned into a full-blown PR storm featuring Corona, a six-foot custom steel tray, and over 100 pounds of seafood piled high for the cameras. Local news crews, politicians, developers, and food bloggers swarmed to witness the madness. A viral moment that proved the only limit to hospitality is imagination.

From whole fried fish and crabs to scallops, shrimp, and mountains of garlic bread, the Triple XL Tray wasn’t just a meal, it was a statement. And though customers called for years asking how to order one, its true legacy was showing how bold ideas can create unforgettable stories that ripple far beyond the table.



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