Rather than unveil a Velveeta Mac, Jobs thinks he can do a better job than experienced retailers at moving the beluga.
But the American caviar industry is also being levered up on one end of a seesaw as the beluga sturgeon plummets on the other.
In the past two decades, the beluga's population has dropped by 90% as a result of overfishing, much of it illegal.
Officials won't make a decision for another year, but even if they declare the beluga endangered, that won't stop poachers or black marketeers.
As eco-disasters go, the near-extinction of the beluga sturgeon may not rank with global warming, but some of us have grown fond of the big lugs.
It has been forced to cede ground on this to its partners, British Aerospace and Dasa, which both want factories working on Airbus planes to be owned and run by the new company, even though the wings, tails and cockpits have to be flown around Europe in a specially converted aeroplane, known as the Beluga, before final assembly.
Continued pollution and rampant Russian poaching severely threaten the ancient beluga.
Dall sheep sun themselves on cliffs above the highway and beluga whales are known to chase herring near the shore of Turnagain Arm.
The all-time monster beluga, according to the pleasurable new book Caviar, by Inga Saffron: a Jaws-size 28-foot, 4, 570-pounder caught in 1736.
In part, of course, these domestic producers are cashing in on the mystique of beluga caviar (and of less pricey Caspian osetra and sevruga).
But in a quirky turn of history, the global success of beluga caviar has helped spawn, as it were, the comeback of U.S. caviar.
Whales are less commonly seen than sheep, but the most promising reconnoitering is at Beluga Point and, farther down the highway, Bird Point.
Trade in caviar from beluga sturgeon (the most threatened species) has already been halted unilaterally by America.
Passengers are typically rewarded at their final destination with sightings of beluga whales in the Churchill River or wandering polar bears, which amble through snow-covered Churchill in October and November.
Returning to shore, I saw a pod of beluga whales travelling across the fjord.
After the lumber industry depleted local forest, the area became designated a protected national park with a coastline famous for spotting resident beluga whales and other species that migrate here to feed in the nutrient-rich waters.
Researchers in the US have been shocked to discover a beluga whale whose vocalisations were remarkably close to human speech.
Beluga prices would surely skyrocket, fixing the caviar even more securely at the top of the food-pricing chain.
He even harpoons beluga whales, navigating a boat out into the labyrinth of the Mackenzie Delta, then sharing the meat and blubber with others in the community.
Russian Esquire quipped that for the price, the road's 30 miles could be paved 1.1 centimeters deep in beluga caviar.
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