Sea Tales has appointed Lara Welch as VP of business development and sales, strengthening the sustainable seafood company’s U.S. leadership team as it expands distribution at retailers nationwide.
Welch brings more than a decade of experience driving growth for consumer packaged goods brands through retail partnerships, customer development and national sales leadership, Sea Tales said. In her new role, she will lead U.S. sales strategy, retailer relationships and commercial growth for the New York, New York-based company.
She joins Sea Tales from Bumble Bee Seafoods, where she served as sales director leading the Kroger, Target and Aldi business. She previously held leadership roles at Delica North America, a division of Swiss retailer Migros, overseeing strategy, innovation and national account development. Welch holds a bachelor’s degree in economics and Spanish from Ursinus College and an MBA from Pepperdine University.
“Sea Tales has reached an exciting stage in its growth, and Lara is the ideal leader to help us build on that momentum,” said Bart van Olphen, chef, author, sustainable seafood advocate and founder of Sea Tales. “Her deep experience in the grocery industry, combined with her passion for building purpose-driven brands, will help us bring responsibly sourced seafood to even more retailers and, ultimately, more dinner tables.”
Retail expansion
The appointment comes amid a period of growth for the brand in the U.S. market. Sea Tales recently launched its Cantabrian Anchovy Paste nationally at Whole Foods Market, expanded into Earth Fare stores throughout the Southeast and New Seasons Market in the Pacific Northwest, and added its MSC-certified Sardines in Spicy Tomato Sauce and Sardines in Extra Virgin Olive Oil with Chili to Sprouts Farmers Market locations nationwide.
Sea Tales launched in North America in 2020. The Dutch brand partners with fisheries meeting Marine Stewardship Council criteria and offers a portfolio that includes Fair Trade Certified pole-and-line skipjack tuna, wild salmon, sardines, mackerel, anchovies and specialty seafood products.
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