Ventured into midstakes to find some deep discussion and first thread I open is a guy asking how to play against a loose-passive fish with 30bb. You guys battle to much with other regs and forget how to beat fish or what? ;)

Let's give him a potential flop continuing range (ignoring hands he might have raised so far - it's not obvious from the OP, since different fish have different calling, raising and slowplaying ranges):

I doubt he folds to many of these to turn shove. You've got 1/3 equity against this range. So why burn money and try to bluff a whale out of such a strong range? Why not just wait to get there and then stack him with ease or just let go a crapy hand? Bluffing a short-stacked calling station rarely works.

If you had 100bb you have even less incentive to bluff. He still doesn't fold much and he most likely still has plenty of slowplayed value to x/r with. Some fish would x/r AA at this point "for value". And there's no guarantee he even folds Jx to 3rd barrell after draws miss.

You can play it in 3 streets if you want by betting small on the flop.
But i think shoving is the best line.

My gut reaction was that this was a good hand to barrel. However, after putting together the range I think he calls with on the flop, I think I agree with Urb that (a) you don't get enough folds and (b) your behind his range. I had him calling the flop (as opposed to folding or raising) with this range: