For many of our customers, the name “BSF” has been part of the conversation for years. What’s new is the formal adoption of a name that reflects how we operate today, and how we’re recognized across the industry. The transition from Beaver Street Fisheries to BSF is not about changing who we are. It’s about clearly reflecting who we’ve become.
As our business has grown, so has our role in the seafood industry. What began decades ago as a regional operation has evolved into a globally connected sourcing, distribution, and supply chain partner serving retail and foodservice customers across the country. Our former name, while deeply meaningful, no longer fully represented the scope, scale, or sophistication of the work we do today.
This rebrand is a recognition of how many of our customers already know us and the strong relationships we’ve built across the industry. BSF better reflects the full scope of who we are today as a global importer, distributor, and supply chain partner.
Mark Frisch, executive vice president of BSF
A Business Decision, Not a Marketing Exercise
In today’s seafood market, clarity matters. Customers need to understand not just what you sell, but how you source, how you manage risk, and how you support them through constant market volatility. Over time, it became clear that our full name could unintentionally suggest a more localized footprint than the one we actually operate.
The decision to move forward as BSF was driven by that reality. The abbreviated name more accurately signals our national reach, global sourcing model, and ability to navigate complex supply chains on behalf of our partners.
What Hasn’t Changed
While the name is new, the fundamentals are not. Our ownership, leadership, and commitment to our customers remain exactly the same. The same teams, relationships, and standards continue to guide everything we do, now under a name that better matches the way we show up every day.
BSF is simply a clearer expression of who we already are: a trusted partner built on long-term relationships, operational strength, and a steady approach in an industry that’s anything but predictable.
Looking Ahead
This name change marks a new chapter, but it’s grounded in continuity. BSF reflects how we operate today and positions us for what’s next — without losing sight of the trust we’ve earned along the way.
Same people. Same commitment. Just a name that finally fits.
