Aquamar

From the most delectable deli salads and sandwiches to sushi bar favorites, processed seafood, like surimi, is increasingly used in some of the most popular dishes. Whether or not you are familiar with the term surimi, odds are you have tasted it and loved it.

Made from wild-caught Alaskan pollock or whiting using techniques mastered by Japanese chefs centuries ago, the innovative product is a source of healthy, high-quality seafood protein.

Aquamar, a passionate innovator and producer of sustainable surimi and other seafood products, is making waves in the marketplace with its commitment to providing consumers access to quality and affordable seafood that is versatile and easy to prepare.

“Whether you are dining at a local sushi restaurant, shopping at a Hispanic grocery store, or preparing a seafood dish at home, our goal is to ensure that everyone has access to the highest quality surimi,” says Amin Nabli, COO of Aquamar.
Aquamar has established a strong presence in the U.S., Canada, and South American markets and is a leader in the Mexican food service and retail segments. With manufacturing facilities in California and New Jersey, it is the only surimi manufacturing company with a bicoastal presence, providing reliable and efficient service to customers.

The Right Type of Surimi for Every Need

Aquamar’s products are tailored to meet the distinct needs of food service brands, groceries, club retailers, value-added processors, and consumers. The team spends significant time understanding what consumers are looking for in order to create the perfect portfolio of products. For instance, food processors may seek something different from what a foodservice customer wants. Aquamar focuses on partnering with the client and understanding their needs to provide solutions that meet their requirements.

A range of product formats, including flakes, shreds, chunks, tenders, and sticks, are available for customers to choose from. The majority of its shredded surimi goes into preparing sushi, while stick products are popular in Mexican markets. Flake and chunk formats are used by consumers for preparing meals at home, making them predominantly available in the retail space. Seafood tenders are also in high demand as they contain no bones and are an easy protein add-on for any dish. Food processors also use flake and chunk products to create appetizing crab cakes, soups, and salads. With a variety of product formats, Aquamar makes sure each customer has access to the type of surimi they need.

Driving Innovation Since Inception

Aquamar draws experience from its Japanese roots, bringing the goodness of Asian cuisine to the Western world. Its founders brought a strong heritage in surimi and have developed a proprietary technology for shredded products. Over the years, the team has evolved the process and capitalized on every opportunity to better serve its clients. The sushi business, for instance, has historically used stick-based seafood, which presented numerous drawbacks for restaurant operators. The product had to be peeled from the film and then used in meals; a timeconsuming proposition.

Shred-based seafood eliminated the majority of these challenges. A dominant player in the business, Aquamar provides restaurant operators with a solution to implement a streamlined process and reduce labor costs.

“Restaurant operators are also able to diversify their menu with the added versatility offered by shredded surimi. They now have a lot more options to play with compared to a stick product,” says Nabli.

This is but one of the many instances where Aquamar delivered on its value proposition to meet the needs of its customers and operators, as well as consumers. Take refrigerated seafood. The product segment has been drawing a lot of attention among consumers, particularly in the retail space, which was seeking better access to healthy seafood.

To address this need, Aquamar is working with retailers and food processors to develop solutions that help boost the sale of refrigerated seafood products, like prepared salads and other dishes.

Navigating Rough Waters and Advancing the Industry

According to Nabli, the seafood industry has always been an exciting space, performing exceptionally well over the last few years, even during the pandemic. Sushi restaurants, in particular, demonstrated excellent resilience.

However, factors like inflation have overshadowed the gains made by businesses, especially in the retail segment. The seafood industry faced a dilemma that needed to be immediately addressed—how to simultaneously grow profits and sales volumes. Aquamar’s decision to establish a strong presence in the retail space has been pivotal in this regard.

Understanding that brand positioning was key to capturing the market, Aquamar decided to distinguish surimi from imitation crab meat, which dominated the category at the time. The bold decision paid off immediately, drawing attention from a variety of customers and making the company the fastest-growing brand in the retail space, enabling it to build on the popularity of Asian cuisine.

Sustainability is also a core focus. The need to balance growth against a sustainable environment is greater than ever before. By partnering with organizations like the Marine Stewardship Council and Responsible Fisheries Management, Aquamar delivers on its sustainability promises.

“Working with the Association of Genuine Alaska Pollock Producers helps ensure that the fisheries we have are sustainable and allows us to meet the needs of our customers, not just today, but for the next generation as well,” says Nabli.

Working Together to Deliver Better Results

Aquamar is nimble in its operations and capable of reacting swiftly and aggressively to customer needs. Working in tandem, its R&D and sales teams identify what customers are looking for and develop solutions for them in the shortest timeframe. Being present when the solution is demonstrated to the customer allows the team to collect direct feedback and make necessary adjustments.
They also work closely with client R&D teams to understand what is on their horizon. Understanding what customers and shoppers are seeking, the company engages with marketing partners to expand its knowledge. This is an added advantage when presenting solutions to customers driven by shopper insights, guaranteeing a higher level of confidence in the success of its initiatives. The objective is to provide one-of-a-kind solutions grounded in innovation.

At Aquamar, safety is one of the top priorities, and manufacturing quality products in a secure environment is its hallmark. Government-mandated programs are followed to the letter to facilitate a risk-free atmosphere. Best-in-class practices are implemented at its state-ofthe- art surimi manufacturing facilities, which have been audited and approved by Safe Quality Food and the British Retail Consortium.

On the constant lookout for emerging trends and striving to satisfy the demand for new seafood products and applications, Aquamar is a true innovator and reliable partner in a highly competitive industry.

From sushi to pasta, lunch to dinner, Aquamar’s seafood fulfills the highest quality standards, and continues to make every dish memorable.