New Owners, Newer Logo for Peter Pan Seafood
Peter Pan Seafood Co.’s processing facilities in Dillingham.
One year after new owners acquired Peter Pan Seafood Co., the 123-year old company is getting an update to its brand identity.
After a banner first year, Peter Pan leaders are looking to the future, and they’re doing it with a new look. The company has unveiled a new logo that harnesses the original spirit of the company, the connection to the company’s storybook namesake, and honors the ﬁshermen, employees, and customers who have contributed to Peter Pan’s legacy in Alaska.
“The new brand image and Peter Pan logo symbolizes a bold step toward a bright new future,” says 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.
In addition to changing the company’s name, formerly “Peter Pan Seafoods,” the new Peter Pan Seafood Co. is dressing up with new branding for 2022.
“We’re often asked if Peter Pan Seafood got its name from the play, and the answer is yes,” May says. “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.”
Adjustments to the logo include placing Peter Pan’s hat above the name, symbolizing pride in the company, and it faces right, symbolically forward to the future.
“When we reﬂected on it, we drew so many parallels between the seafood company and the character,” May says. “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.”
These parallels are already reflected in the new direction Peter Pan Seafood is headed after its first year under new ownership. 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.
Also, despite continued pandemic hurdles, leaders at the company increased its processing workforce at the Dillingham plant by 20 percent, as the industry recovers from jobs lost in 2020.
Peter Pan had been owned by Japanese seafood conglomerate Maruha Nichiro. In late 2020, it sold Peter Pan to a new group of American owners made up of Rodger May of Northwest Fish; the Na’-Nuk Investment Fund, managed by McKinley Alaska Private Investment and McKinley Capital Management; and the RRG Global Partners Fund, managed by RRG Capital Management. Under new management, Peter Pan has aimed to create new value-added products while continuing to sell the century-old brands Double Q and Demings, consistently the top-ranked brands of canned pink and red salmon.