Peter Pan Seafoods hails new brand identity

Almost a year after buying Peter Pan Seafood from a large Japanese company, the new owners are celebrating a successful 2021 and say they are preparing for the same in 2022.

“The new branding and the Peter Pan logo symbolize a bold step towards a bright new future,” said Rodger May, owner and CEO of Peter Pan. “Peter Pan has been around for 123 years, and we want to be there for many more years to come. “

Since the sale of the company was finalized on December 31, 2020, Peter Pan has set out to establish a new image, in Alaska, where much of its history is based. In Bristol Bay last summer, in the second year of the COVID-19 pandemic, Peter Pan announced higher base prices for sockeye at the start of the season and then a month later, he increased that price. Then, after reviewing the season’s data this fall, the company raised the bar again, raising the base price for sockeye salmon to $ 1.45 a pound, plus quality incentives. The company has also increased its processing workforce by 20% at its only Dillingham plant, as the industry struggles to recover from jobs lost in 2020.

Even as the pandemic raged around the world, including Alaska, Peter Pan had no positive cases among his employees, said John Hickman, vice president of operations.

“We were very strict about keeping the campuses closed,” he said.

Vaccinated people went straight to treatment facilities and those who had not been vaccinated were isolated before being brought in, Hickman said,

Spending to protect employees from the virus has exceeded $ 7 million, and Peter Pan has not received a dime in COVID-19 relief funds, he said.

Looking ahead to the 2022 fishing season, “we are delighted,” he said. “Looking forward to having more fish,” We have the capacity for what we fished last year and many more. “

With the wave of sockeye entering Bristol Bay, no fisherman was restricted, there was no suspension and the company still had capacity, he said.

“We could have taken more fish,” Hickman said.

A significant portion of Bristol Bay’s catch went to the fresh domestic markets in the form of fresh and frozen produce, the majority on the frozen side, from restaurants to small fish shops and large supermarkets. There were also good domestic markets for canned sockeye and pink salmon, as well as overseas markets, Hickman said.

The company has also frozen new value-added frozen items, including salmon, Pacific cod and black cod, said Ken Taylor, vice president of purchasing, sales and logistics.

The restaurant industry receives similar products, he said, including sockeye salmon, Pacific cod, halibut and black cod, as well as Dungeness crab and some golden king crab, did he declare.

Peter Pan Seafood is sold in all major metropolitan centers in the United States, as well as in Vancouver, British Columbia, Toronto and Montreal.

“They all love seafood,” he said.

Peter Pan Seafood LLC, with offices in Anchorage, is part of a group that includes May of Northwest Fish, the Na’Nuk Investment Fund LP, managed by McKinley Alaska Private Investment LLC and McKinley Capital Management LLC; and the RRG Global Partner Fund, managed by RRG Capital Management LLC.


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Tanya S. Norvell