Fishermen in San Felipe are seeking alternative markets for their products due to a fishing embargo in the United States, imposed due to the illegal capture of the endangered totoaba fish and the threatened vaquita marina. The embargo has resulted in lower prices for their products in the Mexican national market, leading the fishermen to explore other markets. They are also seeking to recover the US market by regulating totoaba fishing and protecting the vaquita marina. The fishermen are facing restrictions on their fishing gear and are currently unable to export to the US, leading them to consider other opportunities.