Canada-based fisheries and processing group Ocean Choice is expanding its European operations with the establishment of a newly formed company -- Ocean Choice International Europe -- and is bringing in longtime seafood executive Helgi Anton Eiriksson to help lead its strategy.

Eiriksson, former CEO of Iceland Seafood International (ISI), will join the management board of Ocean Choice International Europe, and help develop the group's sales and expansion strategy across Europe.

In addition to Eiriksson, the management board for the new European operations includes Rens Elderkamp, the group's managing director, Dale Oldford, VP product management and owners Blaine Sullivan and Martin Sullivan.