When Zack and Lauren Glenn were invited to Walmart’s annual Open Call event in 2024, which grants entrepreneurs the ability to pitch shelf-ready products directly to buyers for Walmart and Sam’s Club stores, they had no idea how much of an impact it would have on their startup brand: seafood sauce and seasoning brand Merman’s Revenge.
Originally from the U.S. state of Maryland, Zack detailed to prospective buyers how he grew up with summer gatherings that heavily featured crab, while Lauren described how her Southern upbringing included seafood boils and shrimp and grits, as well as the fact she has several recreational anglers in her family.
These factors made seafood a way of life in both of their households growing up – from holidays to Sunday suppers to quick weeknight dinners.
They said they realized many others love seafood as much as they do but feel intimidated to cook it at home, so they wanted to provide retailers with a variety of bold and approachable flavors to make it easy for consumers to engage in the category.
At Open Call, the Glenns presented their solution to the problem, with their Salmon Seasoning, Cajun Style Hot Sauce, Cocktail Sauce, Southern Fish Fry, and Seafood Boil Bag products.
To stand out from competitors, Zack explained that some sauces and seasoning companies, such as Old Bay or Zatarain’s, cater to one region or cuisine, so there was a void in the market for a company that serviced a wide variety of seafood flavor profiles.
They also wanted to provide a healthier product, so they began utilizing low-sodium, sustainable ingredients.
Their pitch resonated with Walmart buyers, and Merman’s Revenge won a coveted “golden ticket” at the 2024 event, which results in an immediate deal with the retailer. Walmart began carrying Merman’s Revenge products in March 2025, becoming the company’s biggest client.
Since Merman’s Revenge products showed up on Walmart shelves, the company has generated USD 4 million (EUR 3.5 million) in sales and recently reached a million units sold, reflecting Americans’ desire to eat more seafood, according to Zack.
“Seafood is a healthy protein, and the federal dietary guidelines that have increased the recommendations by 50 percent is a huge thing we are sharing with all our buyers,” he said. "It’s all heading in a great direction.”
Lauren agreed, adding that with seafood trending on social media, seafood buyers should “strike while the iron is hot” and bring fresh branding to customers to guarantee continued relevancy.
The Walmart collaboration resulted in another partnership for Merman’s Revenge, as the seasoning brand teamed up with Jacksonville, Florida, U.S.A.-based seafood wholesaler BSF and its Sea Best brand on a new seafood boil product.
“Merman’s Revenge was a golden ticket winner at Walmart with their seafood seasoning, and Walmart thought it would be a natural fit for us to work together as two Jacksonville-based companies to develop a new seafood boil,” BSF CEO Mark Frisch told SeafoodSource, adding that there was a significant amount of R&D work done upfront to ensure the flavors and ingredients “deliver or exceed the value customers expect.”
The resulting product, Sea Best Merman’s Revenge Seafood Boil, is a 1.5-pound bag with snow crab, shrimp, corn on the cob, potatoes, pearl onions, and spicy seasoning, retailing for USD 17.47 (EUR 15).
“Sales have continued to grow since its launch, and customers are recognizing the value of a pre-assembled, seafood-forward boil that is a unique item in the marketplace and that has a celebratory feel to it,” Frisch said.
According to Jennifer Bushman, who is the founder of nonprofit Fed by Blue, Walmart has made “significant investments” in sustainable seafood sourcing.
“Under the leadership of [Walmart Senior Buyer of Fresh Seafood] John Steinmetz and the broader seafood team, Walmart has remained committed to making responsibly sourced seafood available at a price point that is accessible to everyday families,” she said.
Aiming to build upon its existing portfolio, the retailer is accepting applications for its Open Call 2026 event, which will take place at Walmart headquarters in Bentonville, Arkansas, U.S.A., in October.
“If you have a shelf-ready product that is made, grown, or assembled in the U.S., this is your opportunity to pitch directly to Walmart and Sam's Club merchants,” Walmart said.
