Monroe, Washington, U.S.A.-based seafood company Ocean Beauty Seafoods has announced its smoked and value-added division will be rebranded under the name Echo Falls Seafoods and will operate as a standalone business unit.
The ownership of Echo Falls Seafoods will remain the same, and the company will continue to have direct access to wild Alaska seafood from its sister company, OBI Seafoods, which formed when Ocean Beauty Seafoods and Icicle Seafoods merged in 2020.
Meanwhile, Ocean Beauty’s distribution division will continue to operate its seafood distribution locations under the Ocean Beauty name, and will retain the Ocean Beauty product brand name.
Alex Klein, who was named to head Ocean Beauty’s smoked and value-added seafood division in January 2024, will serve as president of Echo Falls Seafoods.
“As we look to establish ourselves as a more standalone business unit, it only makes sense that we would rebrand ourselves as Echo Falls Seafoods,” Klein said. “Echo Falls continues to be the [top] smoked salmon brand at retail, and the premium quality and authentic heritage of our products is how our customers know us best. We look forward to continuing to deliver the same quality products and excellent customer service under our new name.”
Ocean Beauty said the Echo Falls Seafood team is in close communication with customers and vendors to ensure a seamless transition to the new company name.
The name change follows the company’s recent product innovations, including its new Oak-Smoked Yellowfin Tuna, which launched in July, along with packaging upgrades for its hot smoked line of Atlantic salmon.
“Smoked seafood has always been a core part of our business and what we do best,” Ocean Beauty Vice President of Sales and Marketing Ron Christianson told SeafoodSource in July. “It was a natural decision to provide customers with a distinctive but approachable smoked tuna product, prepared using Echo Falls’ traditional methods.”
