NEW YORK (August 25, 2011) – Bumble Bee Seafoods announced today a partnership with the top ranked United States men’s tennis player Mardy Fish. In the lead up to the U.S. Open in New York next week, the branded seafood company has finalized a partnership agreement with Fish that will team the Top 10 ATP player and Olympic athlete with the brand’s celebrity chef personality Scott Leibfried to promote better nutrition and healthier lifestyles.
Fish has been recognized for his remarkable return to the men’s tennis scene after making significant changes to his diet and fitness program. He enters the U.S. Open at a career-high ranking of No. 7 in the world. Among his most recent accomplishments include six ATP singles title wins and winner of the 2011 Olympus U.S. Open Series.
“Health and fitness have been a huge part of my re-emergence and the reasons I’ve been consistent,” said Fish. “I’m at an exciting time in my tennis career and that’s because I’ve had to make a lot of sacrifices including a complete lifestyle change as far as my eating habits are concerned.”
He said, “As we looked at brand partnership possibilities, Bumble Bee was a great fit for me for several reasons. Apart from the fact that seafood has and continues to be a big part of my diet and the obvious fun you can have with a guy named ‘Fish,’ Bumble Bee’s focus on nutrition and wellness and the types of programs it supports around health and active lifestyles appealed to me. I’m looking forward to teaming up with Scott and Bumble Bee to inspire others to make healthy changes.”
Over the last two years, Bumble Bee has joined with Chef Scott Leibfried to help demonstrate and grow awareness around the simplicity and versatility of ways to incorporate seafood in everyday meals or recipes. Leibfried is sous chef to Gordon Ramsay on the hit FOX Network television show “Hell’s Kitchen” appearing on all 10 seasons and on “Kitchen Nightmares” as well as the Food Network series “Party Starters” and the “Challenge” series. Leibfried is a co-founder of HJL Restaurant Advisors Group and co-owner of Arch Rock Fish in Santa Barbara. He is designing chef and co-owner of the soon-to-launch Fleetwood’s on Front St. in Lahaina, Maui by Mick Fleetwood of Fleetwood Mac.
Announcing the partnership, Bumble Bee Senior Vice President Consumer Marketing Dave Melbourne said: “We’re thrilled to align ourselves with the opportunity to work with Mardy and to help tell his story — including his support of fitness and the importance of good nutrition — alongside Scott, who has been a fantastic chef partner in conveying how easy and affordable it is to prepare meals with seafood products from the grocery aisle.
“Together, they make a dynamic and compelling duo in spreading a message about healthful eating, being active and about overall wellness. We’re looking forward to unveiling our upcoming campaign combining two very authentic sports and culinary talents in Mardy and Scott,” Melbourne said.
Fish and Leibfried will feature in upcoming new campaigns as well as established consumer education platforms such as Bumble Bee’s signature BeeWell for Life program. BeeWell for Life is an interactive health and wellness program designed to encourage a more holistic and year-long approach to active living and good nutrition. The program aims to inspire people to exercise, stay active and eat healthier using the dedicated resource website www.beewellforlife.com.
“An active lifestyle coupled with good nutrition is a recipe for healthy living and we’re pleased to be able to enhance our education programs and campaigns around this with the involvement of Mardy and Scott,” said Melbourne. “We can’t wait to reveal more details as we engage more with them in the coming months and over Mardy’s journey through 2012.”
Bumble Bee is the leading producer and marketer of premium seafood in North America and one of the top 10 global branded seafood companies. The company produces and markets shelf-stable tuna, salmon, sardines, clams and other specialty seafood products under the , Clover Leaf®, Brunswick®, Snow’s®, Beach Cliff®, King Oscar® and Sweet Sue® brands.
In the U.S., Bumble Bee has the number one position in the premium albacore category, the number two position in the overall tuna segment, a leading brand of canned salmon, and the number one provider of specialty canned seafood.
About Bumble Bee Seafoods
Bumble Bee Seafoods, headquartered in San Diego, is North America’s largest branded shelf-stable seafood company, offering a full line of canned and pouched tuna, salmon, sardine, and specialty protein products marketed in the U.S. under leading brands including , Brunswick®, Snow’s® and Beach Cliff®, and in Canada under the Clover Leaf® brand. The Bumble Bee brand has established significant consumer awareness and loyalty based on the quality, nutritional value and affordability of its products.
Bumble Bee is a founding member of the Healthy Weight Commitment Foundation — a first-of-kind initiative in the U.S. involving a coalition of retailers, non-profit organizations and food and beverage manufacturers with a mission to help reduce obesity, particularly childhood obesity by 2015. Bumble Bee also actively promotes the responsible stewardship of global fisheries resources and is a founder of the International Seafood Sustainability Foundation (ISSF) — a global partnership of scientists, tuna processors and WWF, the global conservation organization.
For more information on Bumble Bee, visit www.bumblebee.com.
Media Contacts: Della Sweetman/Erika Ulring at Fleishman-Hillard 619.237.7700.
Contact for Scott Leibfried: Jonathan Todd at VOX-ICONDUIT 818.472.4725.