Bumble Bee unveils new broker strategy

Published on
October 7, 2019

Bumble Bee Foods is moving to a new broker strategy that it says will best address local markets and channels. 

Advantage Sales had represented Bumble Bee for more than 20 years, but the company is shifting to a new “go-to-market” approach which will utilize a mix of direct, broker assist, and local broker coverage, the Lion Capital-owned company said in a press release.

“We have a bold innovation pipeline in the works and need additional capabilities, not only in the center of the store, but also in new growth areas, including fresh perimeter and frozen,” said Dan Nestojko, senior vice president of sales for Bumble Bee. “Our growth trajectory requires a contemporary and world-class representation by market and by channel.”

Starting in mid-October, Bumble Bee will partner with broker representatives, including Beacon United, HWY Partners, Impact Group, and On Shelf Marketing Group (OSMG). 

“We have been industry leaders for nearly 120 years and this is only a preview of what’s to come as we make strategic changes based upon what is important to our customers, as well as what will support our dynamic future growth plans,” said Todd Putman, executive vice president and chief growth officer for Bumble Bee. “We’re looking forward to working with new broker team members to represent our market-leading suite of brands.”

Since Bumble Bee acquired Anova Food in late 2013, it has expanded its Bumble Bee SuperFresh Premium Fresh Frozen line.

Bumble Bee is on a mission to “create a new generation of seafood lovers by delivering delicious, healthy and sustainable seafood options in innovative ways,” the supplier said.  

The company has been struggling financially and has been mulling a bankruptcy filing to alleviate it of a debt problem, according to Bloomberg.

Photo courtesy of Shutterstock

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