LAHAINA — Start Me Up Sport Fishing’s Chef Cook Off is under way with entries sought by Sept. 30.

In the inaugural contest, the best chefs in Lahaina will submit videos, four minutes or less, of themselves creating quick and easy fish recipes to share with the community and all of cyberspace.

The winner — to be chosen by Start Me Up’s fans and followers — will receive a private four-hour fishing trip ($599 value) courtesy of Start Me Up Sport Fishing.

The winner will also be featured in a SMU blog post, on Start Me Up Sport Fishing’s Facebook and Twitter pages and in a press release.

Enter and gain exposure for your restaurant, as all videos will be featured online. Questions and entries can be directed to Christina Meehan at (808) 298-5844 or christina.meehan@gmail.com.

The company is also looking for restaurants interested in offering a gift certificate to anglers who catch a marlin over 500 pounds. Start Me Up Sport Fishing has caught seven since June.