Leonardo DiCaprio isn’t going to save the planet with own ever-expanding carbon footprint, so he’s moving on to a new idea: selling hipsters $11 fish meal kits with heart-shaped frozen sauce cubes.
DiCaprio announced Thursday he will invest in LoveTheWild, a Colorado-based company that specializes in environmentally sustainable, farm-raised frozen seafood kits.
“Seafood is a primary source of protein for nearly a billion people—but climate change, acidification and over fishing are putting increased pressure on our oceans’ natural stability,” the actor said in a news release. LoveTheWild, which received his investment, “is empowering people to take action on this crisis in a very meaningful way,” he said.
LoveTheWild claims that farmed fish are “the lowest-impact form of animal protein on the planet.” For between $7 and $11 per individual serving, shoppers can buy environmentally conscious barramundi, albacore tuna, rockfish, Pacific cod, and other frozen fish meals.
LoveTheWild’s gourmet frozen fish, sold in Whole Foods and other upscale retailers, feature French-inspired recipes.
It’s unclear how much DiCaprio invested, but he will also join the company’s advisory board.
While the actor lectures others about the environment, he’s not exactly living a green lifestyle. DiCaprio was accused of hypocrisy, for instance, after flying 8,000 miles on a private jet to collect an award for his environmental activism. And last year, a Swiss rainforest charity slammed DiCaprio over his ties to the Malaysian 1MDB fund, which is reportedly involved in deforestation.
— Jillian Kay Melchior writes for Heat Street and is a fellow for the Steamboat Institute and the Independent Women’s Forum.