High Liner Foods (“the Company”) announces changes for its Canadian foodservice division. High Liner Foodservice in Canada has been repositioned and rebranded as High Liner Culinary, with a strong focus on culinary innovation and customer relationships to complement its strong sourcing and supply chain expertise.
This repositioning and rebranding resulted from in-depth customer, category, industry and consumer insights that put the Canadian foodservice division on a journey to evolve from a strong supplier of seafood, to a true seafood category leader, focused on excellence from sourcing to consumption. Amplifying its focus on culinary will help get seafood back on menus, deliver against changing consumer dynamics and get the seafood category growing again.
“We are grateful for the feedback customers provided, and we have used this insight to reposition our customer promise”, says Craig Murray, Vice President of Foodservice Sales and Marketing in Canada. “Our mission is to grow seafood consumption by getting Canadians everywhere, every day, eating more seafood for a better life”.
Along with a creative new logo that points to the future, High Liner Culinary is well positioned to leverage the Company’s extensive product line, sourcing expertise and skills of the many culinary professionals working in its sales and R&D departments, to help bring this mission to life.