As deep-water reef fish are pulled up to the surface, they can experience barotrauma “bloat” that often results in post-release mortality. University of Florida’s Institute of Food and Agricultural Sciences tasked Pearl with creating a branded conservation movement to increase awareness of the issue and promote the use of safe release methods. Pearl developed Return ‘Em Right, a brand that appeals to recreational reef anglers and charter captains and encourages them to practice measures that help Gulf of Mexico reef fish survive each catch-and-release.