True North Seafood Inc., headquartered in Blacks Harbour, New Brunswick, Canada, is one of North America's largest fully integrated seafood companies and a leading supplier of fresh and frozen premium seafood. As a division of Cooke Inc., a global seafood conglomerate, True North Seafood combines sustainable aquaculture, responsible wild-capture practices, and vertically integrated operations to deliver traceable, high-quality seafood to retail and foodservice markets across the globe.
Core Business
True North Seafood’s operations span harvesting, processing, and global distribution, with a robust supply chain that includes aquaculture farms, processing plants, logistics services, and export capabilities.
Their primary product offerings include:
- Atlantic Salmon (fresh, frozen, smoked)
- Wild-caught Crab
- Scallops
- Haddock
- Cod
- Shrimp
These products are distributed under the True North Seafood brand, as well as Go Wild and MarSelect, each tailored to different market segments.
Specialization and Unique Selling Proposition
True North Seafood’s competitive edge lies in its vertically integrated and traceable operations, allowing control over every stage of the product lifecycle — from ocean to plate. Their USPs include:
- Ownership of hatcheries, ocean farms, processing facilities, and logistics
- Real-time traceability for farmed seafood, ensuring food safety and origin assurance
- Certifications from leading sustainability organizations
- Diverse formats including ready-to-cook, smoked, and value-added meals
- Custom labeling and co-packing services for major retailers and private labels
As a part of Cooke Inc., the company benefits from global aquaculture expertise and investments in R&D for sustainable seafood innovation.
Financial Performance
As a business unit of Cooke Inc., True North Seafood is backed by a company generating over $2.4 billion CAD in annual revenue. While standalone figures for True North are not publicly disclosed, it is one of the top revenue contributors to Cooke’s North American portfolio.
Their products are stocked by major retailers including Costco, Sobeys, Loblaws, Walmart, and exported to more than 60 countries.
Shipment Records
According to trade data and seafood export reports:
- True North Seafood exports hundreds of full-container loads annually across North America, Asia, and Europe
- Key importers include foodservice distributors in the U.S. and seafood buyers in Japan and China
- High-volume SKUs include skin-on salmon portions, crab legs, and IQF scallops
Shipments are managed via integrated cold chain logistics coordinated with Cooke’s marine and land transport divisions.
Target Market
True North Seafood serves a broad clientele base, including:
- Retail grocery chains (with private label and branded products)
- Foodservice distributors and restaurant groups
- Exporters in Asia-Pacific and Europe
- Meal kit companies and direct-to-consumer platforms
The company’s diversified packaging and branding strategy allows it to reach both value-focused and premium seafood consumers.
Capabilities
True North Seafood offers:
- End-to-end supply chain ownership, from hatchery to distribution
- Certified processing plants in Atlantic Canada and the U.S.
- R&D for new product development in prepared seafood formats
- Packaging capabilities for vacuum-sealed, tray-packed, and skin-pack formats
- Global logistics support for LTL and FCL shipments
The company’s vertically integrated model ensures resilience against market disruptions and global freight challenges.
Certifications and Compliance
True North Seafood maintains stringent food safety and sustainability compliance, including:
- Best Aquaculture Practices (BAP) certification
- Marine Stewardship Council (MSC) certification for wild-caught species
- HACCP-compliant processing facilities
- Compliance with FDA, CFIA, and EU import/export regulations
- Participation in the Global Sustainable Seafood Initiative (GSSI)
Their commitment to ocean stewardship is evidenced by transparent sustainability reporting and traceability tools available to buyers.
Customer Testimonials
Buyers and consumers consistently praise the brand for:
- “Exceptionally fresh salmon with clear origin labeling”
- “Reliable fulfillment of large-volume orders”
- “Innovative product formats ready for retail shelves”
Retailers value the company’s co-packing flexibility, while foodservice clients highlight the consistency and yield of their fillets and portioned seafood.
Major Achievements
- Division of Cooke Inc., one of the world’s largest seafood companies
- Products exported to over 60 countries
- Regularly featured in sustainability indexes and seafood traceability platforms
- Supplier to top-tier retailers and national foodservice distributors
- Developer of the Go Wild line promoting responsible wild seafood sourcing
True North Seafood Inc. stands at the forefront of the global seafood industry, combining tradition, innovation, and sustainability to meet the evolving demands of modern consumers and commercial partners.