Exhibiting at Seafood Expo North America 2025

Sunrise Food Trading Inc. is a full-service seafood and Asian food importer and distributor based in Warren, New Jersey, with a strong presence across the U.S. East Coast. The company specializes in supplying premium frozen seafood, Asian specialty products, and private-label brands to wholesalers, foodservice operators, and ethnic supermarkets throughout North America.

Brief History and Core Business

Founded in 2007 by Ping Song, Sunrise Food Trading Inc. was created to meet the rising demand for authentic and competitively priced Asian seafood and food products in the United States. Over the years, the company has grown from a niche seafood supplier into a diverse distributor with a global sourcing network, proprietary brands, and a broad catalog spanning seafood, rice, frozen produce, and sushi ingredients.

Sunrise Food Trading's success is built on a foundation of high product quality, efficient logistics, and long-standing relationships with overseas processors in Asia and South America.

Product and Service Offerings

Sunrise Food Trading offers a comprehensive catalog of frozen seafood and Asian cuisine products, including:

Fish

• Salmon Fillet
• Swai Fillet
• Tilapia

Available in multiple cuts and formats, these are key products for both retail and foodservice markets.

Shell Products and Crustaceans

• Various shellfish selections
• Crab varieties including snow crab and imitation crab

Shrimp

• Headless Shell On Shrimp
• Sourced from Southeast Asia and processed under strict quality standards.

Octopus & Squid

• Whole and cut squid
• Cooked and raw octopus products

Popular among sushi bars and seafood restaurants.

Breaded Products

• Breaded shrimp and fish
• Ideal for ready-to-fry applications in foodservice channels.

Sushi and Specialty Products

• Sushi Rice – premium short grain, imported
• Tomita Blue – high-grade sushi vinegar
• Assorted sushi condiments and garnishes

Frozen Vegetables and Fruits

• Asian-style frozen produce and tropical fruits for the retail and restaurant segment.

Specialization and Core USP

Sunrise Food Trading stands out for its:

• Tailored Offerings for Asian Cuisine: Products curated specifically for Asian supermarkets, sushi restaurants, and Chinese seafood kitchens.
• Private Label Expertise: Owns and distributes products under brands such as SR, TOMITA, FISH BOY, and FISHCREEK.
• Importer-Distributor Model: Controls both sourcing and domestic distribution for better pricing and quality control.
• Bilingual Service: Sales and support teams fluent in English, Mandarin, and Cantonese, ensuring effective communication with both suppliers and customers.

Their extensive catalog allows buyers to consolidate sourcing across seafood, rice, frozen produce, and condiments—reducing logistical complexity.

Financial and Market Insights

While Sunrise Food Trading Inc. is privately held and does not publish financial statements, estimates and industry benchmarks indicate:

• Estimated Annual Revenue: Between $20 million – $35 million USD
• Growth Rate: Averaging 12–15% YoY, driven by expansion in ethnic retail chains and sushi restaurant networks
• Distribution Area: Eastern Seaboard, with growing presence in Midwest and West Coast markets

The company is considered a major mid-sized player in the Asian seafood import segment within the U.S.

Shipment and Sourcing

According to U.S. import records and supplier trade data:

• Key Import Sources: Vietnam, China, Thailand, Indonesia, Ecuador
• Product Categories Imported: Frozen shrimp, Swai, Tilapia, squid, sushi rice, frozen vegetables
• Shipping Volume: Over 500–800 containers annually
• Primary Ports: Port of New York/New Jersey, Port of Los Angeles

Sunrise Food Trading maintains robust quality assurance processes at origin, including third-party inspections and temperature-controlled shipping.

Target Market

The company serves a diverse set of customers:

• Ethnic Supermarkets (Chinese, Korean, Vietnamese, Japanese)
• Sushi and Asian Restaurants
• Wholesalers and Cash & Carry Distributors
• Foodservice Operators and Institutional Kitchens

Products are sold in both bulk and retail formats with multi-language labeling to suit regional requirements.

Capabilities

• Warehouse and Cold Storage Facility in New Jersey with regional distribution
• Private Label Packaging Design
• FDA and HACCP Compliance
• Bilingual Logistics and Customer Support Team
• Custom Orders and Product Sourcing on Demand

Certifications and Compliance

Sunrise Food Trading ensures all imports meet U.S. safety and quality standards:

• FDA Registered Importer
• HACCP Certified Handling and Storage
• COA, Health Certificates, and Customs Clearance Documentation Provided
• GFSI-equivalent production certifications from overseas partners

These safeguards ensure regulatory compliance and retailer confidence in all markets served.

Customer Testimonials

“Sunrise is our go-to partner for sushi ingredients and frozen seafood. They’re fast, flexible, and know the market.” — Purchasing Director, Asian Retail Chain, New York

“Their products consistently meet our quality standards. We've built a strong relationship over the years.” — Seafood Buyer, National Wholesale Distributor

Major Achievements

• Expanded to over 1,000 SKUs in seafood, frozen, and dry food categories
• Built a strong in-house portfolio of brands trusted by retailers and restaurants alike
• Increased national reach with new logistics partnerships in 2022
• Recognized for supplier reliability during COVID-19 supply chain disruptions

Sunrise Food Trading Inc. continues to solidify its reputation as a trusted, full-spectrum Asian seafood and specialty food importer—offering consistency, quality, and cultural understanding in a competitive and fast-evolving market.