El Segundo, California, U.S.A.-based seafood brand Chicken of the Sea Frozen Foods (COSFF) has invested heavily in its foodservice and wholesale business, including the recent expansion of a national network of foodservice brokers.
Focused on key foodservice and wholesale segments, such as group purchasing organizations, multi-unit operators, convenience and gas operators, and independents, the expanded broker network will include the addition of more than 200 in-market representatives, providing coverage in all 50 U.S. states.
The expanded broker footprint aims to better present COSFF’s premium seafood portfolio to distributors and end users across the country, as well as enable COSFF to participate more consistently in food shows, general sales meetings, and customer presentations, ensuring its brands remain visible and competitive across foodservice and wholesale channels, the company said.
“These investments reflect our long-term commitment to building a stronger, more responsive foodservice and wholesale business,” Chicken of the Sea Frozen Foods President Dan Halford said in a release. “By investing in experienced leadership and expanding our in-market presence, we’re putting our products closer to customers, strengthening partnerships, and creating a platform for sustained growth.”
Additionally, the network is designed to improve COSFF’s day-to-day engagement with customers across foodservice and wholesale channels.
“Local representation in all regions also provides COSFF with timely market feedback, helping the company stay aligned with regional needs and purchasing trends,” COSFF said.
In tandem with the broker network announcement, the firm also appointed Drew Watts as its new senior vice president of foodservice and wholesale.
Watts, who most recently served as vice president of sales for Direct Source Seafood, brings more than 20 years of experience across the foodservice and retail industries. He spent the past decade building customer relationships, developing high-performing teams, and driving profitable, sustainable growth across multiple seafood categories, the company said.
Throughout his career, Watts has focused on aligning sales strategy with cross-functional partners across operations, logistics, finance, marketing, and sustainability, which aligns with COSFF’s growth strategy, according to the firm.
“I look forward to building on a strong foundation, strengthening customer relationships, and developing new partnerships across the foodservice and wholesale channels,” Watts said on LinkedIn.
