Santa Monica Seafood moves to integrate Seattle Fish Company of New Mexico

Published on
November 27, 2018

Seven months after it announced its purchase of the Seattle Fish Company of New Mexico, Santa Monica Seafood is moving to integrate the firm into its regular operations.

The Seattle Fish Company of New Mexico name brand is being phased out as of 1 December, Santa Monica Seafood President and CEO Roger O’Brien said. 

“We want to take advantage of Santa Monica Seafood’s stronger brand name as well as to minimize confusion with other similarly sounding seafood distributors,” O’Brien said. “Other than the name change, it’s business as usual.” 

O’Brien said the Seattle Fish Company of New Mexico website will be incorporated into Santa Monica Seafood’s website and its invoices, packaging material, building signage, driver uniforms, truck wraps, and other external visible signage will now show Santa Monica Seafood brand. 

Despite the moves, no changes have been made to the roles of the subsidiary’s management team, sales representatives, and other employees, who will all continue to operate out of the same facility in Albuquerque, New Mexico, O’Brien said.

Santa Monica Seafood is the largest specialty wholesale distributor of fresh and frozen seafood in the Southwestern U.S. Its acquisition of Seattle Fish Company of New Mexico, which closed 1 April, allowed the Rancho Dominguez, California, U.S.A-based seafood distributor to expand into New Mexico and West Texas. 

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