Bela Brand Seafood, established in 1997 by Joshua Scherz and his mother Florence, is refreshing its identity as tinned fish experience a renaissance, spurred by social media popularity. While competitors focus on exclusivity and higher prices, Bela emphasizes sustainability and accessibility, staying true to its roots as a pantry staple. The transformation aims to connect with a modern audience while maintaining the brand's essence as a family-owned, everyman option in the tinned fish industry, which Scherz notes was once considered dying before their comeback during the pandemic.
Growing up in the Boston area in an Eastern European family, sardines were a staple for my family; and during my military service, they became even more significant.
Bela's core business model remains centered around sustainability and accessibility, which is vital for a product originally designed as a utilitarian pantry staple.
Before tinned fish's TikTok renaissance, Bela Brand Seafood laid the groundwork with unique design and a commitment to quality since its founding in 1997.
The brand's bold new look and digital presence aim to revive its 90s identity as a brand for the everyman amidst rising trendy competitors.
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