October 24th, 2016 — Gorton’s Seafood has been around for 167 years, but Gloucester’s most prominent seafood processor now finds itself sailing through a retail climate as volatile and shifting as any the company has experienced, company executives told a touring group of city and state officials on Friday.
The market turbulence, according to the Gorton’s executives, stems from rapidly evolving consumer demands for healthier choices and convenience, as well as from waves of international competition that have laid siege to the U.S. and Canadian retail frozen seafood markets.
“We are in a very, very competitive business,” said Judson Reis, Gorton’s president and chief executive officer for the past seven years. “We have competitors from all over the world who want to get into this market.”
In the past 10 years, Reis said, more than 800 new brands have entered the North American frozen seafood market from around the world — many of them from out along the Pacific Rim.
“They didn’t all stay,” Reis said. “But that gives you an idea of how competitive a business it is.”
The growth within the frozen seafood market, according to Gorton’s Vice President of Marketing Chris Hussey, is being driven financially by the expanding middle class and overall diversification of the consuming public and culturally by an overarching awareness of the health benefits associated with eating seafood.
Reis said Gorton’s, the largest frozen seafood company in the U.S. and the second largest in Canada through its BlueWater Seafoods subsidiary, is meeting the market challenge with a consumer-centric culture and a commitment to innovation that, taken together, help form the “Gorton’s Way.”
Gorton’s response includes new lines of products — marketed as Delicious Classics, Smart Solutions and Everyday Gourmet — that tap into new consumer demands with more healthy choices, more nuanced packaging and an emphasis on simplicity and convenience.