Every week on national television the New Zealand primary sector’s unique innovation, work ethic and stunning environment is showcased.

And no, we’re not talking about Country Calendar.

The series is Ocean Bounty, now in its second year, comprising 13 one-hour programmes on every aspect of the country’s commercial fishery.

The show hosted by fishing expert Graeme Sinclair screens at 5pm every Sunday on TV3. This is not your usual whooping and hollering fishing programme as yet another trophy is brought to the boat.

The closest parallel is Deadliest Catch, focused on the stormy Bering Sea king crab fishery, but while Ocean Bounty has its dramatic moments, it is much more encompassing in telling the stories of Kiwis making their living from the sea in a variety of ways.

It incorporates science, communities, the recreational and customary sectors and also introduces top chefs and delicious seafood dishes.

Ratings, at around an average 105,000 viewers, have exceeded TV3’s expectations and feedback has been overwhelmingly positive.

Most people have no idea how seafood makes its way to their plate and are intrigued to see the realities of harvesting and processing.

There are also the small but persistent band of haters who would have commercial fishing and harvesting banned, see no good in anything and have no concept of the contribution the sector makes to the economy, including their own wellbeing.

That sees Sinclair accused of selling his soul by the keyboard warriors, usually anonymous.

Or selling his “sole”, as one illiterate put it, prompting Sinclair to suggest to do that he would first need a quota.

A wide range of fascinating stories have been covered in the first six weeks of the current series.

That includes the recovery of the Kaikoura coastline, devastated by earthquake uplift, and the Te Korowai guardians who help preserve it; the boom in king salmon; life aboard the hoki trawler Amaltal Columbia and the little known Danish seining technique that yields clean catches in pristine condition.

The mussel story is taking off too, with millions of spat being grown and harvested at a Nelson facility, bringing security to a $200 million dollar industry that was reliant on wild spat washing ashore on Northland beaches.

In the Southern Ocean on the Campbell Islands a unique collaboration is under way between the Department of Conservation, the Deepwater Group and trucking firm Fulton Hogan, to reduce mortality among sea lion pups.

It is not the fishing industry that is endangering the species, as some academics and eNGOs who should know better claim, but rather drowning in mud wallows and disease.

This week’s show explores inshore set netting in harbour shallows that supplies lesser-known

species like mullet to local markets, NIWA scientist Dr Mark Morrison provides insights on Hauraki Gulf snapper stocks and Sir Rob Fenwick outlines the Sustainable Seas science programme.

The remainder of the series will include coverage of the large Russian-built factory trawler Independent that fishes out of Lyttelton; scampi and the lucrative US market; Te Ohu Kaimoana’s perspective on Maori’s key role as major quota holders, innovators, employers and guardians; Sealord’s spectacular new vessel Tokatu, from the build in Norway to its first fishing trip for hoki off the West Coast, plus seabird photography from Tamzin Henderson; endangered species mitigation measures and safety at sea.

So, after 26 episodes over two seasons, will it all have been said?

Far from it, says Sinclair.

“There are so many great stories out there and the more I do, the more I find.”

But he might allow himself a break from the gruelling schedule of producing two television shows before commencing planning for Ocean Bounty, series three.