Once upon a time when Lemo signed up to join the SHL and consequently moved to Anchorage, Alaska to join the Armada he was approached by an estonian businessman who dealt in the frozen and canned fish product market. He wanted to use Lemo's potential success and growing reknown in the area to advertize his brand of canned fish from the Baltic sea to Alaska and later in North America in general.

According to the deal, Lemo was to try to bring up his "favourite" fish dish whenever he had a chance to talk to the press and was also sent a cargo container full of products for him to be able to deal them out to whoever became even slightly interested in what he had to peddle them. 

Well, it didn't work out too well. By the third year that he was in Alaska, he had yet to become the big deal that the businessman had hoped he would be, and even when he got the chance, Lemo would most times forget about this obligation. 

And then when one day a local storeowner heard of these exotic delicacies and even thought of giving them a chance to maybe find a place on a shelf in his store, when they opened the door to the cargo container, they discovered that due to a cooler malfunction all that was left of the shipment by then had been ruined.

All in all, it was a grand fiasco that tarnished reputations of both the estonian fishmonger and also Lemo as an advertising persona.