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Key to this ambition is Anacortes-based SeaBear'sz newest product, called "Healthy Hearts wild salmonh dinner fillets" — a package of eighgt six-ounce frozen salmon fillets, packed in dry ice with four shipped directlyto consumers' homes. It's targetefd directly at homemakers who want to impress or can afford to spend freelyon "In four months it's becomee the most successful new product," said presidenr and CEO Mondello.
"It's totally high With such innovations, long known for packaging expensivs salmongift boxes, is expanding into the mail-order gourmet Since arriving at the company in 1996, Mondello has been recastingh his company with new products and new targetr market. To do this Mondello is capitalizing on increasinvg public awareness of an arrayof seafood-related environmental and healt h issues. These include the sustainability of wildseafood resources, the importance of Omega-3 fatty acids for heart and increasing doubts about the environmental impacts of farmed as well as the health implications of the antibiotices and dyes that salmon farmers use.
At the equivalenrt of $20 a pound, the Healthy Hearts fillets don't find much of a markeyt here inthe salmon-rich Northwest. Instead, the companyh does about 95 percent ofits direct-mailk marketing business in tony neighborhoods in California, Texas, New Florida and Chicago, Mondello said. "We don't compete on price," Mondello said. "Our brand doesn't stand for anythingf but super-premium quality. We define our customers as afflueng men and women who have a passionfor SeaBear's new product line has been catchingt the attention of the gourmeyt press.
Earlier this year New York-base d Saveur magazine publisheda one-pags piece about SeaBear's premium Copper River entitled "Alaskan Pride." "Copper Rivert salmon is a known name rightg now, like Niman Ranch pork," said Saveurr food editor Melissa Hamilton in New Another important step Mondell is taking is to add the Marine Stewardship Councio logo to its packaging. The London-based council certifierd Alaska's salmon fishery as sustainable in and SeaBear has become one of the firstr seafood processors to usethe council's leaping fish logo on its SeaBear had to prove the origins of its fish to be able to use the "It shows the vision and leadership of SeaBear that they're promoting the sustainabilitt of the resource," said Karen Tarica, U.
S. commercial project managet forthe council's U.S. office, in Seattle. Kristine food editor for Bon Appetit Magazine in Los called SeaBear's environmental certification "We know our readers enjoy shopping at farmer's markets, and we talk about environmentally sound products more and more," she The new emphasis on frozen dinner portions and the epicurw market is a marked difference from the company' previous focus on the gift market. Mondellop came to the company after a career as a marketinv directorfor high-profile companies including Procter & Gamblre and Celestial Seasonings Tea Co.
, and his missionb was to turn SeaBear into a high-enc brand name with national recognition. Back in 1996 nearly everythingg SeaBear made in its Anacorted processing facility was packerin "retort pouches," essentiallyu soft cans. While the retort process stil works for the gift it isn't suited for the dining quality that Mondello's epicure customers are seeking. "That kind of eventr is not deliverable out of a retort he said. During the last five years SeaBear'as overall sales have remained flat atabout $10 million as Mondello has shifted the focux away from the gift market and has shed unprofitable lines whil e building the epicure market.
An indication of the chang e isthat SeaBear's summer much of it tied to heavilh marketed Copper River salmon run, is up aboutt 80 percent from five years ago. Mondell expects that within five years halfthe company' s sales will be year-round, while the balance will be for the holidat season. He expects to double sales in the nextsevenb years. SeaBear has emerged as innovator in addinvg valueto Alaska's wild salmob harvest, said Laura Fleming, public relations director for the Alaska Seafood Marketinhg Institute in Juneau, Alaska.
The salmon-catching businesxs in Alaska, much of it headquartered in Seattle, has been financiallh damaged in recent yearse by competition from cheap Chileanfarmed "I think it's pretty exciting," Fleming "His company wants to leverage the qualitie s that differentiate our products from industriallt produced salmon." Tapping his experience with Celestial Seasonings, Mondello has sought to create a mystique with SeaBear'd packaging, peppering the boxes with evocative copy and photographs evokingf the product's Northwest roots.
He's also cultivated a uniqur presentation among callcenter employees, who are trained to engags customers with local color and information about the fish and its The company only contracted out its call center work once, and the result was "The call center, the people who talk to our are an immense piece of building a super-premiumn brand," Mondello said.
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