Why BELA Brand Seafood Refreshed Our Look After 28 Years

Welcome to the new BELA Brand Seafood! While our look may be fresh and modern, our roots run deep—nearly 30 years deep, to be exact. We’re excited to share the story behind our rebrand and why it’s more than just a new logo and website.

At BELA, our journey started with a deep love for the sea and a passion for preserving traditional fishing and canning methods. Growing up in New England, I developed an appreciation for the rich flavors of seafood, which carried through my college years in Santa Cruz and even my time as an Airman in the U.S. Air Force, where canned fish was a staple in MREs. BELA was born out of this lifelong connection to seafood and a desire to share it with the world.

In the late 1990s, as traditional canneries in New England and across the U.S. began to close, my mom Florence and I saw an opportunity in Portugal. We partnered with a family-owned cannery to preserve the artisanal methods that have defined this craft for generations. Together, we set out to introduce high-quality, sustainably sourced sardines to the American market, pioneering innovations like using organic extra virgin olive oil instead of the standard soybean oil in our cans.

So, why refresh our brand now? The world has changed, and we want to continue meeting our customers where they are. For years, BELA has been a trusted name on grocery store shelves, but we realized it was time to create a more direct connection with you. This rebrand marks the launch of our first-ever direct-to-consumer platform, making it easier than ever to enjoy BELA—whether you’re picking up a tin at your local store or ordering straight to your home.

Our updated branding reflects who we are today while staying true to our roots. With new taglines like Everyone’s Welcome to the Table™ we’re doubling down on our mission to bring people together and make tinned fish accessible to everyone. BELA isn’t just a brand—it’s a legacy of quality, sustainability, and inclusivity.

We’ve also put thought into how we share our story. Our new website is more than just a shopping platform; it’s a place where you can learn about our sustainability practices, explore recipes, and connect with the BELA community. We’ve even introduced exclusive new merchandise to let you celebrate your love for BELA in and out of the kitchen.

As we embark on this exciting new chapter, we remain committed to the values that have guided us since day one: quality, sustainability, and a deep respect for the sea. Whether you’re a longtime fan or discovering BELA for the first time, thank you for supporting a 100% family-owned, 100% Veteran-owned business. Your trust and enthusiasm inspire us to keep innovating while preserving the traditions that make BELA special.

Here’s to more shared meals, more connections, and more reasons to gather around the table. We’re honored to have you with us as we continue to celebrate the timeless joys of great food and genuine community.

Explore the new BELA and join us on this journey at www.belabrandseafood.com.

Hugs,
Joshua Scherz
Founder, BELA Brand Seafood

PS. Please join me for a little trip down memory lane below!