FOR IMMEDIATE RELEASE
Media Contacts:
Michael Frost, Executive Director, Golden State Salmon Association, michael@goldenstatesalmon.org, (650) 793-0654
William O’Neal, Marketing & Communications Manager, Golden State Salmon Association, william@goldenstatesalmon.org, (510) 328-5749
Lifelong salmon angler and conservation advocate brings decades of business and nonprofit leadership to GSSA
Santa Rosa, CA — The Golden State Salmon Association (GSSA) is pleased to announce Michael Frost as its new Executive Director, bringing a lifelong passion for California salmon together with extensive experience in business, nonprofit leadership, and advocacy for the Sacramento-San Joaquin Delta.
Frost will lead GSSA as the organization continues its work to rebuild California’s salmon runs, protect the rivers and water flows salmon depend on, and represent the fishermen, businesses, and communities whose livelihoods are tied to a healthy salmon fishery.
“Michael understands both what California salmon mean to people and what it will take to bring these fish back,” said John McManus, GSSA Board Member and former Executive Director. “He brings a combination of leadership experience, business knowledge, and a lifelong connection to fishing that will benefit salmon in California. We’re excited to have him leading the organization into its next chapter.”
A Lifelong Connection to California Salmon
Frost was born in Redding and spent many summers in Humboldt County where he fell in love with California salmon fishing. After graduating from the University of Oregon in 1998, he settled in the Bay Area and built a career in sales. Throughout his career, fishing remained a lifelong passion, and the decline of California’s salmon runs eventually drew him deeper into conservation and water policy.
From Salmon Angler to Conservation Advocate
Frost became involved with the advocacy group Restore the Delta after witnessing the decline of the West Coast salmon fishery and recognizing the connection between the health of the Sacramento-San Joaquin Delta, California’s rivers, and the future of its fisheries. He later served in senior leadership positions with the organization, including as President of the board of directors. Barbara Barigan-Parilla, the Executive Director of Restore the Delta, has been an ally and mentor for him since 2009. Her professionalism, calm under pressure, and vision set a great example.
His conservation work has focused not only on protecting the Delta and its fisheries, but also on demonstrating the economic value of healthy rivers, fisheries, and natural resources to all Californians. Michael has also been involved with Full Circle Fund, contributing his time and resources to nonprofit organizations working in education, the environment, and economic opportunity.
“Salmon fishing with my dad in Trinidad, CA profoundly affected my life,” Frost said. “Joining GSSA is an opportunity to turn that lifelong connection into action. California can have healthy rivers, abundant salmon runs and thriving fishing communities, but it takes strong advocacy and people willing to fight for them. I’m excited to work with GSSA’s members, board, staff, and partners to do exactly that.”
Leading GSSA at a Critical Time for California Salmon
Frost takes the helm at an important moment for California salmon. After years of fishing closures and historically poor salmon returns, GSSA has worked aggressively to improve hatchery practices, secure funding for modern DNA-based salmon tracking, protect adequate river flows, improve juvenile salmon survival, and oppose water projects and legislation that would further damage California’s salmon runs.
Under Frost’s leadership, GSSA will continue pushing for common sense, fact-based water and fisheries management while strengthening the organization and expanding the coalition of anglers, commercial fishermen, businesses, conservationists and Californians working to restore the state’s salmon.
“Salmon are more than a fishery,” Frost said. “They support jobs, businesses, families and communities from the Central Valley to the California coast. Healthy salmon runs are the clearest measure we have of the health of the Delta watershed that covers ⅔ of the state, from Mount Shasta in the north to the Grapevine in the south. The fate of salmon and humanity are intertwined in California. Rebuilding these runs is possible, and I’m looking forward to helping GSSA make it happen.”
About the Golden State Salmon Association
The Golden State Salmon Association is a coalition of salmon advocates, including commercial and recreational fishermen and women, businesses, restaurants, environmentalists, elected officials, families, tribes, and communities that rely on salmon. GSSA works to restore California salmon for their economic, recreational, commercial, environmental, cultural, and health values.
Media Contacts:
Michael Frost, Executive Director, Golden State Salmon Association, michael@goldenstatesalmon.org, (650) 793-0654
William O’Neal, Marketing & Communications Manager, Golden State Salmon Association, william@goldenstatesalmon.org, (510) 328-5749