THREE DECADES OF EXPERIENCE.
THAT'S A LOT OF FISH.
WHO WE ARE
OUR BIGGEST ASSETS ARE OUR PEOPLE. GET TO KNOW THEM.
You’re only as good as the company you keep. That’s why we only work with the best.
Randy Bishop
Randy is President and CEO of Whitecap International Seafood Exporters, and works out of the St. John’s office in Newfoundland and Labrador, Canada, where he oversees the development of the entire portfolio of seafood products procured and marketed by Whitecap under a variety of brands, as well as its growth and business development in a multitude of international markets. As one of the founding partners of Whitecap, Randy has been President and CEO since the company’s inception in 2008. In this role, Randy has guided Whitecap’s trajectory as one of the largest and most trusted independent marketers of premium Canadian seafood products in the world – with sales in over 40 countries and sales offices in Canada, USA, UK, Germany, and Asia. Born and raised in Newfoundland, Randy holds an MBA Degree in International Business and a Bachelor of Electrical Engineering (B. Eng).
Prior to his years at Whitecap, Randy worked for 30 years at Fishery Products International (FPI), a major vertically integrated fishing, processing and marketing company. Within FPI, Randy worked in a variety of senior management positions, including serving as Vice President of International Sales and Marketing for 13 years. In this position, he managed the brand development of a host of product lines including Luxury Brand Snow Crab, FPI Ice Shrimp and FPI Sea Scallops, and directed FPI’s expansion into new markets in Western Europe, Asia, including Japan and China, and Russia. Randy was also responsible for the sourcing and trading arm of FPI’s Primary Group Division. In addition to his corporate executive roles, Randy has served as a Director on a number of industry and civic-related boards throughout his career.
President and CEO
Darrell Roche
Darrell is Senior Vice President of Whitecap International Seafood Exporters, and works out of the St. John’s office in Newfoundland and Labrador, Canada where he oversees Sales and Procurement. Darrell holds an MBA in International Sales and Marketing, and a Bachelor’s Degree in Languages. A seasoned veteran in the seafood industry, Darrell is known for his direct, hands-on approach with customers and suppliers alike. He has worked in seafood marketing management positions for over 20 years, after studying and working abroad in Barbados, Denmark, and France. Darrell began his career with Fishery Products International (FPI), where he worked in Sales and Procurement for nearly a decade. Following the sale of FPI in December 2007, Darrell co-founded Whitecap International Seafood Exporters Inc. Over the past decade, Darrell has helped build the company into a leading global marketer of premium shellfish and ground fish, with sales in over 40 countries, and sales offices in Canada, USA, UK, Germany, and Asia. Darrell embraces opportunities to share his deep experience and expertise with others in the industry, and has been a sought after speaker for major industry events like the Newfoundland & Labrador Ground Fish Council, the International Prawn Forum, and the US NFI Global Market Conference.
Senior Vice President – Global Sales and Procurement
Brian Cuff
Brian is the Director of Quality and Technical Services at Whitecap International Seafood Exporters, and works out of the St. John’s office in Newfoundland and Labrador where he oversees Whitecap’s supply chain with respect to regulatory and customer compliance, as well as its international contract processing operations. Brian has been a senior member of Whitecap’s management team since the company’s inception, over a decade ago. With over 35 years of experience, Brian is widely regarded as one of the most experienced Quality Assurance professionals in the seafood industry. He began his career at Fishery Products International (FPI), first as a Laboratory Technician and Quality Assurance Manager at FPI processing facilities, and later, he assumed responsibility for managing FPI’s Corporate Quality Assurance Program. Brian prides himself as a hands-on problem-solver and is deeply committed to providing Whitecap’s customers with the highest degree of confidence in food safety and legal compliance. He holds a Diploma in Food Technology, Marine Products from the Marine Institute in Newfoundland, with business-related course work at Memorial University of Newfoundland and Labrador.
Director of Quality and Technical Services
OUR STORY & COMPANY HISTORY
WHITECAP. A WORLD LEADER IN PREMIUM, SUSTAINABLE CANADIAN AND NORTH ATLANTIC SEAFOOD.
In just over a decade, we’ve grown to become the largest global supplier of North Atlantic Snow Crab and Cooked & Peeled Shrimp, and a leading supplier for a range of other premium North Atlantic shellfish and groundfish products. At the same time, we’ve built a strong global sales network in more than 40 countries, with sales offices in Canada, US, UK, France, Germany, and Asia.
Partnering with the world’s best suppliers, Whitecap’s seafood is sourced exclusively from the icy, cold, pristine waters of the North Atlantic. Nowhere else on earth can you find seafood that’s fresher and tastier. So, it’s no wonder our premium seafood is coveted as the finest in the world.
Today, you can find Whitecap’s seafood at the world’s best retailers and food service operators. Known for its impeccable quality, our seafood is sought after by top grocery and department stores, national restaurant chains, casinos, hotels, and cruise lines. And, we’re only getting started.
WHAT'S OUR STORY?
Well, let’s start where it began. Back in 2008, in the iceberg-thick waters of the North Atlantic, Whitecap was born. It was right here, on the island of Newfoundland AND Labrador, that Whitecap’s founders, and its partner Sirena Canada, saw an untapped opportunity to create added value for independent, seafood suppliers in Eastern Canada, as well as an increasingly global network of seafood customers.
The best seafood producers in the world were operating in Whitecap’s backyard: the icy, cold, pristine waters of the North Atlantic. And, without a doubt, this seafood was coveted as the finest in the world. Yet, historically, these regional suppliers each went to market individually. This fragmented approach left value on the table for suppliers and global seafood customers.
Whitecap knew there was a better way. Consolidating the marketing efforts of this premium Canadian seafood supply under one point of exchange would offer a win-win for regional seafood producers, as well as global customers. We were confident this would change the game for both sides of the industry.
For regional suppliers, marketing consolidation meant getting their high quality products to more markets, efficiently and reliably, through access to better scale and expertise. Whitecap’s deeply experienced professional team had an established network of strong global sales relationships, and a proven track record in quality assurance and logistics.
As for global customers, it meant easier and more reliable access to the world’s finest seafood. By creating one seamless process for accessing premium seafood from the North Atlantic, we would create much better efficiencies for global customers. And, above it all, it would assure the consistent, high-quality supply that discerning seafood consumers demanded.
WHAT MAKES US DIFFERENT?
In 2008, Whitecap’s founders created this unique business model for selling the world’s finest seafood. By consolidating marketing of premium North Atlantic seafood under Whitecap, we’ve consistently created value for both regional suppliers and global customers.
With over a decade of solid, consecutive growth now behind us, Whitecap has emerged as the world’s leading supplier of premium, sustainable Canadian shellfish and ground fish, sourced exclusively from the icy, cold, pristine waters of the North Atlantic.
Some people might call this a success story. And, for that, we’re truly humbled. But, the truth is, we are lucky enough to work with the best supply partners in the industry. We are laser-focused on creating results for our suppliers and customers because their success is our success.
So, what makes us different?
ABOVE ALL, OUR ACCESS TO THE WORLD'S FINEST SEAFOOD IS SECOND TO NONE.
Whitecap has unparalleled access to the largest, consistent supply of premium, seafood caught in the icy, cold, pristine waters of the North Atlantic. As the exclusive sales and marketing representative for over 20 of the best seafood processors in the region, we offer our customers the most dependable, stable, and reliable supply of the highest-quality seafood in the world.
WE'VE ALSO BUILT A TEAM LIKE NO OTHER.
Whitecap’s seasoned and respected team of seafood industry veterans and professionals are directly engaged in every aspect of the procurement and sales process. Known for our agile, sleeves-rolled-up approach, our suppliers and customers can depend on a seamless and reliable process from order to delivery. We have full-service exporting expertise in procurement, sales, marketing, finance, inventory management, logistics, and quality assurance.
MOST IMPORTANTLY? WE'RE COMMITTED TO OFFERING THE SAFEST, MOST SUSTAINABLE SEAFOOD IN THE WORLD.
Our customers can be fully confident in the safety and sustainability of seafood sourced from Whitecap. We have the most experienced Quality Assurance Team in the industry, with a deep understanding of technical, product, and regulatory compliance in both Canada and importing countries. Not to mention, our Export Certification Control Program is regularly audited and approved by the Canadian Food Inspection Agency.
Further, we’re proud that Whitecap was the first Canadian seafood supplier to the certified to the British Retail Consortium Standard for Agents and Brokers (BRC), the internationally recognized standard for product safety, quality and legality in the food and food packing industries. And, our Marine Stewardship Council (MSC) certification is a testament to our commitment in maintaining a sustainable seafood resource for future generations.
LET US CREATE VALUE FOR YOU.
We’re proud that our suppliers and customers rely on us to deliver consistent results. We’d love the opportunity to be part of your success story too. If you’d like to work with our experienced team to supply or purchase premium North Atlantic seafood, we want to hear from you. Contact us.
Whitecap is a proud part of the Sirena group of companies (www.sirenagroup.com).
SAY HELLO TO OUR SUPPLIERS
Premium seafood products come from sustainable suppliers. You can feel good about where our premium seafood products come from. And we can feel good about giving you the very best.
Whether it be lobster, snow crab, or cold water shrimp, Whitecap has penetrated the best end-user markets around the world. In our industry, we always say that no season resembles another. Whitecap has the innate ability to analyze the global market situation better than the competition, allowing us to collectively devise the optimal sales strategy for each of our core species.
– Brian Bezeau
General Manager, Island Fisherman’s Cooperative Association Ltd.
Whitecap International Seafood goes above and beyond for its suppliers. They always look at things from a holistic point of view and ensure the best global returns for our company. They are a valued partner.
– Paul Grant
Executive Vice President Beothic Fish Processors Ltd.
