After various roles at the company she founded Emerging Brands Marketing, a consultancy firm which targeted revenue and market share growth for small to medium sized food, seafood, and consumer goods companies by working with them on product development & consumer marketing projects.
In March 2013, she joined National Fish & Seafood in her current role.
IntraFish: How did you begin working in the seafood industry?
Nancy Peterson: I began in my career working primarily with small import/export businesses, none of which were involved with seafood. During that time I went to school at night to earn my MBA.
After receiving my degree I was recruited to work at Gorton’s Seafoods. As a marketing assistant my initial role there was more about branding and appealing to consumers, than the seafood industry specifically. However over time, I started to take on responsibility for product development, and I quickly learned more about this industry – its history, and the hottest areas for future potential growth and new opportunity.
IF: What attracted you about the seafood industry?
NP: The seafood industry is actually an amalgam of many different industries and interests that I find very interesting. In the course of my career, I began working with a consumer products company that sold seafood products -- I knew very little about the industry at first, as I was focused primarily on developing branded products.
But, by the time I left that company I became much more aware of all the different aspects of the industry and was certainly attracted by all the different kinds of people and business perspectives involved. I met many passionate entrepreneurs who had spent their entire careers in the industry. It is a lively, dynamic arena with a global reach and tremendous growth opportunity -- so I was “hooked!”
The industry is currently in the midst of tremendous and fundamental changes as the supply of wild caught seafood is decreasing and it is becoming increasingly clear that aquaculture is the key to supplying enough seafood to feed the world’s fast growing population. The challenges, and the demand for innovation in this industry now far exceeds what professionals of my generation could have ever foreseen even a decade ago. I couldn't be more thrilled to be in my current role at National Fish & Seafood – at the pivot point of so much positive change and transformation in this industry.
The company is at the forefront of developing sustainable aquaculture, and continually raising the bar for high-quality seafood -- and it is serious fun to be a key part of creating and helping the foster the growth and success of these efforts. Additionally, National Fish & Seafood has always been a seafood company through-and-through, and the need to distinguish their expertise, and what makes their products exceptional is a tremendous opportunity for a marketing professional like myself.
One of the most rewarding experiences I've had here was the complete reinvention of the Matlaw’s brand – to better resonate with our target audiences. As a result of the process, the company has an exciting new website, logo, product packaging, tag-lines and messaging to help the trade and consumer audiences better connect with us and understand the unique products we offer and the distinct promises our brand delivers.
IF: What obstacles have you faced in your career a man might not have encountered?
NP: In some ways, over the years I have seen sides of this industry that were very old fashioned – in many companies, men still dominate its management. But the tide is changing as there are increasingly very intelligent, qualified, passionate females that are perfectly positioned to take on leadership roles in this industry and succeed regardless of the gender dynamics in play.
Because of preconceived expectations of some long-time industry veterans it has sometimes been challenging to be taken seriously despite my experience and knowledge. But, I believe this antiquated vantage point is fading into history as women are changing what is possible in the industry every day – innovating, creating new offerings, and driving the bottom line as capably as any male could.
IF: Would you encourage other women to seek a career in this industry? Why?
NP: This is a time of change and transformation in the industry. It presents a great opportunity for women to step up and truly make a difference. Now is the time for women to step forward in this industry – where there is change there is opportunity!
IF: What advice would you give aspiring female seafood executives?
NP: Find your passion and pursue it. At National Fish & Seafood I have been involved with supporting the company’s efforts to grow the supply of sustainably sourced seafood. This has been exciting and rewarding. And like with any industry and career – seek out mentors who will support you and help you in your career. Get experience in different aspects of the industry, and don’t be afraid to assert your knowledge and expertise – this industry needs fresh, visionary smart leaders.
IF: What are the biggest challenges facing female seafood executives in the industry?
NP: Women need to be recognized for their ability to take the seafood industry to the next level. This is a transformative time in the industry and sometimes this can lead people to cling to old approaches, and old views on how things are done. But growth can only come through change – as we know the past is not going to define the future of the seafood industry.
The world population is growing, the world is ever-more connected, and awareness about the importance of issues surrounding sustainability and ethical global seafood industry best practices have risen to the forefront in a way that was never before possible. There are many challenges – but even more opportunities to reshape the future of a fantastic industry.
IF: How can the industry recruit more women into the sector?
NP: The industry can certainly do more to connect and engage with women’s networking organizations, for example NEW (Network of Executive Women).
IF: Why are there so few women in executive roles in seafood?
NP: In many ways the seafood industry is still very “old school.” But that is changing and I have no doubt there will be more women in top management roles in the coming years.
IF: If there were one thing you could change about the industry to make it a better place for women workers, what would it be?
NP: Seafood companies can offer more robust and varied benefits that will more successfully attract and retain talented and valuable women leaders -- such as paid pregnancy leave, more flexible hours, etc.
IF: What was the dumbest advice a man in the seafood industry has ever given you?
NP: I have been fortunate to work with many great leaders in the seafood industry over my career and although some advice resonates more than others – I am thankful to say I have never received “dumb advice” from my male colleagues in the seafood industry.
