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Carolyn Piscatelli FPI Brand Manager, High Liner Foods
Brand management is crucial for a company such as High Liner. There is a signi cant challenge with product crossover. However, having clear branding and messaging positions in markets such as K-12, College & University, Healthcare, and Chain Restaurants are essential.
BY CARLY MOORE
THE FISHING INDUSTRY IS AN OLD INSTITUTION THAT HAS BEEN AROUND FOR AS LONG AS PEOPLE KNEW HOW TO BUILD BOATS. Today, High Liner Foods carries on traditions
of excellence while leading the industry in sustainability best practices and innovative product categories. High Liner’s array of brands and products makes them the largest seafood provider in the foodservice industry.
The origin of High Liner’s name is inspiring, as the company, founded in 1899, is among
the pioneers in the seafood business. Long ago, shing eets would go out to sea and return
to shore together. Fisherman’s families waited together on the shore to welcome the eet home. Whichever boat had caught the most sh that day rode lowest in the water from the extra weight. After the sh had been unloaded from the boats, the most successful boat would have the highest water line on its hull – therefore,
the most successful boat in the eet had the badge of honor as the eet’s “high liner.”
While you might not recognize the High Liner brand, you probably do recognize Icelandic, Viking, FPI, Fisher Boy, and other brands under the High Liner umbrella. Today, High Liner embodies the tradition of leadership as an innovator in seafood manufacturing, marketing, distribution, and sustainability.
Carolyn Piscatelli, FPI brand manager in Danvers, Massachusetts, says, “Our brands offer unparalleled strength and reach with retail and foodservice clients throughout North America.
In the United States for the foodservice industry, FPI is a brand leader in innovation. We develop innovative culinary to help our restaurant
and foodservice clients deliver exciting avor pro les to their customers. The Viking position
is similar, but is more value-priced and value- position. This is necessary, especially to the K-12 market.” Piscatelli continues, “Icelandic is a highly reputable brand, as well, with more battered
and fried products. As the name infers, many products come from Iceland, as they have very well-managed resources there. American Pride, our most recent acquisition, has a full portfolio of products directed at the school market, and their product portfolio adds scallops to the High Liner mix for the rst time.”
Brand management is crucial for a company such as High Liner. There is a signi cant challenge with product crossover. However, having clear branding and messaging positions in markets such as K-12, College & University, Healthcare, and Chain Restaurants are essential. The average consumer may think that a large chain restaurant – McDonald’s, Wendy’s, Burger King, etc. – would be the largest segment for an industry-leading company such as High Liner. While these are large clients, they don’t serve as many meals to as many people as
a large public school system. So, branding, market segmentation, communication, messaging, and overall marketing effectiveness are mission-critical for Piscatelli and her team.
And, in these high volume markets – especially schools – sustainability is of vital
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LUNENBURG, NOVA SCOTIA, CANADA / PORTSMOUTH, NEW HAMPSHIRE
High Liner Foods
How one foodservice company stays
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