These Hands

Bornstein Seafoods was created in 1934 and is a third generation, family-owned business. The company is the #2 seafood provider on the West Coast and has very strong name within the industry for their knowledge of seafood and the quality of their product. They specialize in “groundfish” (cod, halibut, sole, etc.) and also offer crab, tuna, shrimp and more. Their products ship globally and are mostly sold by restaurants and retail outlets where the end consumer often does not know they are eating Bornstein Seafood. Maintaining the day-to-day challenges of “wild” seafood occupies nearly every moment of each day for Bornstein and, therefore, dedicated brand management and disciplined marketing practices have taken a backseat for many years (if not always). The company leaders are aware of this and are excited about refining and modernizing their brand. The leaders of Bornstein believe: “We have a great story to tell, we just haven’t been very good at telling it.” Our job is to tell it. We are in the trade of fishing. It’s a legacy trade with a history as old as man. The trade is more about our industry, fishing and the ocean. We can market our trade to some extent - but it’s harder to be distinctive here. Trade must have a counter balance that’s more definitive to Bornstein Seafoods. We are in the craft of delivering the best tasting products from the sea. Our craft is how we practice the fishing trade. We are innovating and exploring ways to continually hone our craft to stand out among the many choices in our trade, thus distinctive differences are found in craft based marketing.