Canada-based canned fish producer Scout announces Whole Foods Market expansion

Toronto, Ontario, Canada-based Scout, a producer of canned seafood, is expanding into select Whole Foods Market stores nationwide.

Scout said the new retail expansion will mean its total retail footprint will be over 2,000 stores across North America. The Canada-based company added that since it launched in June 2020 it has doubled in size. 

“Our launch in Whole Foods Market nationwide is a huge step in the right direction for Scout as we work to make consciously sourced, delicious seafood convenient and accessible,” Scout Co-Founder and CEO Adam Bent. “We believe Whole Foods Market is well known for its industry-leading standards for seafood and the brands it puts on shelves, so we are incredibly proud to be selected as a trusted addition to the pantry aisle.”

Scout said the products featured in the expansion include its Atlantic Canadian Lobster, which is infused with a “bright, lemon-infused olive oil;” Prince Edward Island Mussels in a smoked paprika and fennel tomato sauce; and rainbow trout with herbaceous dill and cold-pressed sunflower oil.

Whole Foods Market in the U.S. Northeast region was the first retailer of note selling Scout’s canned seafood after its debut in 2020. The latest expansion at Whole Foods follows up on Scout scoring USD 4 million (EUR 3.7 million) in a seed funding round on October 2022, which the company said would help accelerate its operational expansion.

“I’m thrilled to see Scout expand to Whole Foods Market stores across the U.S.,” Whole Foods Market Senior Local Forager Grant Daisley said. “Scout’s commitment to transparency in its products will resonate with Whole Foods Market customers and the flavor combinations, which take canned seafood to the next level, will be a big hit as well.”

Scout has been the beneficiary of a viral trend on TikTok, Modern Retail reported. A trend dubbed “tinned fish date night” was started by content creator Ali Hooke, and videos under #tinnedfish have racked up over 28 million views.

Scout said it is planning to expand into more major grocery stores throughout 2023.  

Photo courtesy of Scout