True North forges marketing partnership with Martha Stewart

Cooke Inc.'s True North Seafood has partnered with Sequential Brands Group, Inc., which markets a portfolio of brands including the Martha Stewart brand, to develop a new refrigerated seafood line that will launch at Seafood Expo North America.

The Martha Stewart for True North Seafood line, on display at the expo in Boston, Massachusetts, March 17 to 19, will include products made from Atlantic salmon farmed in the Gulf of Maine, wild sockeye salmon and pollock sourced from Alaska, and Patagonian bay scallops.

Millennials are a key target audience for the line, Andrew Young, vice president of global sales and marketing for True North, told SeafoodSource.

“Both brands see alignment with this target audience," he said. "We see this product line being a great way to bring new people into the seafood category. With Martha’s cooking instructions and pairings, it makes preparing seafood at home even simpler.”

The product line offers an array of True North Seafood items that are each accompanied by a Martha Stewart signature butter flavor or spice blend. Packaging includes an easy-to-follow recipe created by Martha’s Test Kitchen. 

The refrigerated product line includes Atlantic Salmon with Lemon Herb Butter; Sockeye Salmon with Miso Butter; Wild Alaska Pollock with Southwest Spice Blend; and a Seafood Medley (Wild Alaska Pollock, Atlantic Salmon, and Bay Scallops) with Herb Spice Blend. 

True North tested the seafood meals with groups of seafood consumers and they saw it as “a great way to broaden what they currently prepare for their families at home,” Young said.

The line will be available in U.S. grocery stores starting in May.

Stewart visited True North’s salmon farms near her Skylands home in Maine and “saw first-hand their innovative and industry leading methods of sustainable farming and fishing,” she said.

“Knowing where my seafood comes from is very important to me, and I’ve enjoyed and served True North Seafood to family and friends for years,” Stewarts said in a statement released by Cooke.