Jim Hartley’s entrepreneurial ambitions are rooted in the farmland of Central Maine and reach into the coastal waters of the North Atlantic. Raised on a dairy farm in Corinna, his formative years were imbued with the principles of hard work, resourcefulness, and a deep appreciation for family and community. As he charts the growth of Pine Tree Seafood and its new sister business, Dunstan Smokehouse, he is passing along his drive and experience to his team of young employees.
As a child, Jim saw firsthand the tenacity and vision of his father and uncle – two men who never finished high school but became successful business owners by jumping on opportunities when they arose. When his uncle (a former army mechanic) decided to open a garage, he and Jim’s father constructed the building with trees cut on the family farm. They started selling tractors, then GMC trucks, then cars. Eventually they became one of the largest dealers in the area. In the shadow of these men, Jim’s aspirations took root. “I wanted to be just like them.”
Wasting no time, Jim started a penny-stock investment club in high school. At the University of Maine, his business ideas ranged from selling tee shirts to opening a coffee shop. After graduating, he moved to the ski town of Keystone, Colorado and embarked on his first full-scale business. He and three friends took over the lease of a slope-side bar called the Goat Soup and Whiskey Tavern (which is still in operation). There he learned the intricacies of running a small business. It was both exhilarating and tiring. “We basically threw a party every day for six years.”
Eventually, his Maine roots drew him home. He and his wife settled in Scarborough, close to her family, and Jim looked for his next venture. He wanted to take over an established business and he didn’t care too much what it was. Someone had told him, “If you’re nice [to people], you’ll figure it out.” It’s true, he says.
Driving on Route 1 one day, he saw a “for sale” sign on a small property by Dunstan Corner. It was a seafood market similar to one a family friend runs in Hallowell. He bought it and, with help from his father-in-law, Dick Whitmore, opened it on Labor Day weekend of 2012.
The first few years weren’t easy. He had to figure out a business model that worked in Scarborough and he had to establish his reputation in the community. “The fish market is a challenging business. New customers are always a little skeptical – Is this fresh or frozen? Wild or farmed?… It takes time to develop trust.”
As Jim honed the business model, he also established his management style. He started hiring local students for part-time work. One of the first was a 15-year-old named Jameson Vogel. His first impression of working at Pine Tree was that it was tiring, mainly because he was on his feet all day, but it was also a lot of fun. He liked Jim. “Of all the bosses I’ve had, he’s definitely the most down to Earth. He’s a cool boss.” Not many employers let you play ping pong in the parking lot on slow days.
One decade and a college degree later, Jameson now works full-time at Pine Tree. This is possible in part to the livable wage that Jim proudly offers his employees, along with a basic retirement plan. He believes in “principle over profit” and is proud to be giving his employees a financial head start in life, as well as valuable business knowledge.
Jameson appreciates how Jim includes his employees in business decisions. “Everyone gives their input,” he says. “Everyone’s opinion is always heard. You feel part of a company, not just like you’re working for someone.”
This year, Jim took his approach even further by splitting a 20% stake in Dunstan Smokehouse between four long-time employees (Jameson, Kane Corbeau, Jeremy Sendrowski, and Sam Whitaker). The move reflects both his bigheartedness and his pragmatism: “We were grateful for the part they played in building our business. We wanted to reward that. And we were motivated to keep them.”
The smokehouse began with a desire to minimize waste by finding a use for the salmon trim pieces accumulating in their freezer. They had also been looking for ways to expand the business. “In the back of my mind, I always envisioned that this business would grow,“ says Jim.
Jim included Jameson and others in every step of the process, from crafting the business plan to mastering the art of smoking. Their hands-on involvement not only empowered them to contribute their ideas and expertise but also fostered a sense of pride in the venture’s success. “You have a stake in it,” explains Jameson.
After careful research, they purchased a smoker and began experimenting with different techniques and recipes. They were pleased to learn that the people in the smoking industry, both in Maine and in Europe, where the practice has a longer history, were welcoming and willing to share their knowledge. The learning process has been a source of inspiration and camaraderie for all involved. Jim is quick to praise the contributions of his young partners. “They’re smart, curious, inquisitive.”
Over time, they have developed a line of premium products using high-quality ingredients and responsibly sourced seafood – things like applewood smoked salmon with maple bourbon glaze, garlic and olive oil smoked mussels, and pastrami lox. They are pleasantly surprised by how quickly these items have gained popularity among their customers and earned the attention of regional buyers. With aspirations to become a multi-million-dollar company, they are committed to continuing to innovate while maintaining one simple goal: “To make high quality, good food for people.”
As Jim reflects on his journey, he remains anchored by the values of his youth and inspired by the potential of those around him. His entrepreneurial spirit ripples outward, leaving a legacy of hard work, ingenuity, community, and delicious seafood.
