Beaver Street Fisheries announced Feb. 23 the launch of a new brand identity and will now operate under the name BSF.
The Jacksonville-based company said the change reflects its continued growth into a globally connected seafood sourcing and distribution partner serving retail and food service customers across the U.S.
“This is not a rebrand for the sake of vanity. It’s a recognition of how many of our customers already know us and the strong relationships we’ve built across the industry. BSF better reflects the full scope of who we are today as a global importer, distributor, and supply chain partner,” BSF Executive Vice President Mark Frisch said in a news release.
Over the past several decades, Jacksonville-based BSF says it has evolved from its beginnings as a regional seafood wholesaler into a diversified importer and distributor with an international sourcing network and nationwide reach.
BSF said the updated branding is intended to better represent the company’s scale, sourcing model and role in the seafood supply chain.
Founded in 1950 by Harry Frisch and his family, Beaver Street Fisheries began supplying regional markets from its original location on Beaver Street. The company remains headquartered at 1741 W. Beaver St. near the Jacksonville Farmers Market.
BSF says it sources seafood through suppliers in more than 52 countries.
The company said that despite its scale and global capabilities, its previous brand identity suggested a primarily local operation. It said that perception no longer reflected the company’s true reach and could limit how customers, partners and prospective clients understood BSF’s sourcing expertise, supply reliability and operational depth.
“When customers are making careful seafood sourcing decisions, perception matters,” Frisch said. “If a company cannot communicate capabilities, sourcing expertise and operational competence, it can create barriers.”
BSF said the rebrand will debut publicly ahead of Seafood Expo North America on March 15 in Boston.