High Liner reorganizes three core brands
By SeafoodSource staff
08 March, 2012
Less than three months after acquiring the U.S. and Asian operations of Icelandic Group, High Liner Foods is reorganizing its U.S. foodservice sales and marketing teams and introducing a new brand structure.
On Thursday, the Nova Scotia-based seafood company announced that it has integrated its U.S. foodservice operations under three core brands — Icelandic Seafood, FPI and Viking — allowing High Liner customers to interact with a single, unified sales and broker force.
This consolidation follows four years of acquisitions by High Liner, including beginning with Fishery Products International in December 2007 and followed by Viking Seafood in December 2010 and Icelandic Group’s U.S. and Asian operations in December 2011.
High Liner Foods on Thursday also announced the appointment of Steve Prusank as senior VP of foodservice sales and marketing; he will lead the U.S. foodservice sales and marketing teams representing Icelandic Seafood, FPI and Viking. Prusank was formerly VP of sales for High Liner’s FPI division.
In addition, Robert Mizek was appointed VP of foodservice Sales. Mizek was formerly VP of foodservice distribution and services for Icelandic USA. Christine Garvey was named VP of national accounts; she will lead the national account sales teams. Garvey was previously VP of national accounts for Icelandic USA.
“This new organization and brand positioning gives High Liner Foods a simpler and more efficient leadership sales and marketing platform to deliver superior service and value to our customers,” said Keith Decker, president and COO of High Liner Foods (USA) Inc. “Combined, there is more than 160 years of expertise and category leadership across our Icelandic Seafood, FPI and Viking brands, and we’re proud to continue to offer these well-known brands under the overall High Liner Foods company banner.”
08 March, 2012