ANCHORAGE, ALASKA — Peter Pan Seafood is marking its one-year anniversary under new ownership with a rebranding effort.
In January 2021, Peter Pan, a company with deep Alaska roots, was acquired by a new American ownership group.
One year later, the company has delivered on the promises it made under new ownership, according to the company. Leaders at the company are excited about a prosperous first season with successes such as increasing its workforce, leading the Bristol Bay industry by announcing fish prices in advance of the fishing season, creating new value-added products under Peter Pan’s brand, and now marking another milestone by unveiling a new brand identity.
“The new brand image and Peter Pan logo symbolizes a bold step toward a bright new future,” said Rodger May, Peter Pan owner and chief growth officer. “Peter Pan has been around for 123 years, and we want to be around for many, many more years to come.”
The new Peter Pan brand is based on extensive historical research to ensure it both pays respect to the early-century founders and reintroduces the origin story of the company’s name.
“We’re often asked if Peter Pan Seafood got its name from the play, and the answer is yes,” May said. “After viewing the theatrical version of Peter Pan in the early 20th century, the then-owners of the company decided it was a ﬁtting character to be the company's namesake. The company has retained its name ever since.”
“When we reﬂected on it, we drew so many parallels between the seafood company and the character,” May said. “We are making bold moves that are quite similar to the brave adventurer of the original story. The connection is there, so we wanted the new branding to reﬂect that.”
In June, Peter Pan bucked a 25-year trend of delayed pricing announcements and demonstrated leadership in Bristol Bay by announcing higher base prices for sockeye earlier in the season than tradition. A month later, the company upped that price. After reviewing the season’s data this fall, the company once again raised the bar by increasing the sockeye base price to $1.45 per pound, plus quality incentives.