Peter Pan unveils new look, plans value-added product launches

Peter Pan Seafood has unveiled its new logo and brand identity, and is planning to launch new value-added products in 2022.

Anchorage, Alaska, U.S.A.-based Peter Pan Seafood is unveiling a new brand identity and logo, and is planning to launch several value-added products in 2022.

“Peter Pan is continuously working to be [a] leader on delivering high-quality, new, and traditional products that are made right here at home in Alaska and the U.S.,” Peter Pan Vice President of Purchasing, Sales, and Logistics Ken Taylor told SeafoodSource.

The commercial fishing giant’s executives are considering “everything” when launching new value-added products, including new portion sizes, skinless/boneless portions, fillets, frozen marinated product lines, and smoked products, Taylor said.

“Some of the new products will be similar to what Peter Pan is already doing (like offering new portion sizes) and some will be completely new (like frozen marinated product lines). New products will fall into both categories of foodservice and retail,” Taylor said.

Peter Pan is making the move after being sold to an American ownership group in December 2020. Seattle, Washington, U.S.A.-based Northwest Fish and Anchorage, Alaska, U.S.A.-based McKinley Capital Management acquired the assets of Peter Pan from Japanese conglomerate Maruha Nichiro for an undisclosed amount.

The company has undergone a management shakeup over the past year. In late March, the company said CEO Barry Collier would step down and transition into an advisory role with the company. Peter Pan hired former Silver Bay Seafoods COO Jon Hickman to serve as its vice president of Alaska operations in January 2021, and lured Kevin Larsen away from Bornstein Seafoods to serve as its vice president of international sales and business development. 

The unveiling of the company's new look is a bookend to an eventful and successful first year under new ownership, the company said. In 2021, Peter Pan increased its workforce, led the Bristol Bay industry by announcing fish prices in advance of the fishing season, and created new value-added products, it said.

“The company has unveiled a new brand identity that harnesses the original spirit of the company, the connection to the company’s storybook namesake, and honors the fishermen, employees, and customers who have contributed to Peter Pan’s 123-year legacy in Alaska,” Peter Pan said.

The new brand image and Peter Pan logo “symbolizes a bold step toward a bright new future,” Peter Pan Owner and Chief Growth Officer Rodger May said. “Peter Pan has been around for 123 years, and we want to be around for many, many more years to come.”

The new Peter Pan brand identity is based on “extensive historical research to ensure it both pays respect to the early-century founders and reintroduces the origin story of the company’s name,” the supplier said.

After viewing the theatrical version of Peter Pan in the early 20th century, the owners of the company at the time decided the character should become the company’s namesake, according to May.

“We’re often asked if Peter Pan Seafood got its name from the play, and the answer is yes,” he said.

Peter Pan’s rebranding effort is intended to return the firm's image to the founders' original vision.

“There is no better icon for the company’s bold spirit of adventure and leadership than Peter Pan’s hat, which sits proudly above ‘Peter’ in the new company logo, symbolically pointing the way forward,” the supplier said.

“When we reflected on it, we drew so many parallels between the seafood company and the character,” May said. “We are making bold moves that are quite similar to the brave adventurer of the original story. The connection is there, so we wanted the new branding to reflect that.”


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