The Seafood Producers Cooperative, a commercial fishing co-op based in Bellingham Washington and Sitka, Alaska, has hired Joe Morelli as its new CEO.
Morelli takes the place of Tom McLaughlin, who served as the CEO of SPC for 13 years, building up the reputation of SPC’s Alaska Gold Brand wild-caught salmon, halibut, sablefish and albacore tuna.
“Morelli is tasked with leading the co-op of over 550 fishermen through ever-changing food trends, and an evolving political and environmental landscape in Alaska and beyond,” the SPC said in a press release. “In addition, Morelli will give direction to SPC's growing direct-to-consumer retail sales website (www.AlaskaGoldBrand.com), which is in its second year with growing sales.”
Morelli is a graduate of the University of Delaware and a has an MBA from the University of South Carolina. Previously, he served as CEO and president of American Legend Cooperative, which owns the luxury brand Blackglama. He has also held positions with DuPont and Nike and has experience in general management, brand management, product development, sales, marketing, operations and strategy
During his seven-plus years at ALC, the co-op tripled its revenue, increased to its bottom line by 10 times, and reached brand premiums in excess of 50 percent, according to the press release.
