CASE Study
Seattle Fish Co.
A Purpose-Driven Transformation in Sustainable Seafood
Opportunity
Leading with Purpose
Seattle Fish Co. stands as a model of how purpose-driven leadership, when strategically executed, can create lasting impact, enhance operational sustainability, and foster an engaged workforce—all while driving measurable business growth and solidifying its role as an industry trailblazer. Through its unwavering commitment to transparency, community engagement, and responsible sourcing, Seattle Fish Co. has proven that a values-led approach not only strengthens brand trust but also inspires transformative change across the seafood industry and beyond
Company Overview
For over 100 years, Seattle Fish Co. has been committed to serving those who serve others. The story began in 1918 when founder Mose Iacino saw an opportunity to bring fresh seafood to landlocked Colorado. He sourced quality seafood from Seattle markets, packed it in sawdust and ice, and shipped it by rail to Denver, replenishing the ice at each stop. From Union Station, Mose tirelessly pushed a cart through downtown, delivering prized fish and oysters to Denver’s chefs, markets, and restaurants.
Since those early days, Seattle Fish Co. has grown dramatically, becoming the Rocky Mountain region’s leading seafood distributor. In 2023 alone, the company distributed 15 million pounds of product (Impact Report 2023). Today, it is renowned for its purpose-driven business model, grounded in industry leadership, sustainable practices, philanthropy, and exceptional customer service, providing sustainably sourced seafood to restaurants, grocers, and consumers alike.
Challenge
The seafood industry presents unique challenges, including environmental concerns such as overfishing, labor abuse, waste reduction, and building consumer trust through transparency. Seattle Fish Co. aimed to address these issues by evolving into a transparent, purpose-led organization. However, achieving a balance between sustainable practices and profitability required a comprehensive strategy to reshape operations, embed transparency, and increase community engagement.
Strategic Solution
Seattle Fish Co. developed a purpose-driven framework, creating a roadmap to achieve its sustainability goals through strategic pillars:
- Commitment to Sustainability
A true, transparent commitment to sustainability, avoiding superficial claims and grounded in a top-down dedication to purpose. The leadership embraced sustainability as an authentic value, ensuring all efforts reflected genuine purpose. - Benchmarking
Partnering with NGOs such as the Sustainable Fisheries Partnership, Seattle Fish Co. established a baseline for sourcing practices, comparing them against industry standards to clarify “what good looks like” and track measurable, strategic progress. - Target Setting
Identified metrics that truly reflect the change Seattle Fish Co. aims to achieve, ensuring these goals are embedded in the business model for lasting impact. - Collaboration
Identifying key stakeholders—including vendors, customers, NGOs, industry associations, peer distributors, community leaders, and regulatory agencies—Seattle Fish Co. engaged this network in efforts toward shared sustainability objectives. - Change Management and Cultural Transformation
By fostering a people-first culture, Seattle Fish Co. implemented open communication and workshops to align all team members with its mission, promoting a shared commitment to purpose. - Transformation of Sourcing and Operations
Data aggregation and transparent sharing with customers and stakeholders built credibility and secured buy-in, allowing customers to make informed choices and enhancing Seattle Fish Co.’s reputation as a socially responsible brand. - Continuous Improvement
Recognizing sustainability as an ongoing journey, Seattle Fish Co. committed to regular evaluations, evolving its practices to keep pace with industry changes.
Execution
With this strategic roadmap, Seattle Fish Co. translated high-level goals into concrete actions, delivering on its commitments to drive purpose-led transformation:
- Commitment
Seattle Fish Co. formalized its sustainability commitments through a comprehensive sustainability statement outlining specific goals, targets, and promises. Internally, the company refined its core values, developed a “Why” statement, and articulated a Leadership Aspiration, all reinforcing its commitment to authentic, purpose-driven practices. Leadership buy-in was secured to ensure alignment throughout the organization. - Challenging, Impactful Targets
Ambitious and measurable targets were set across sourcing, water, waste, and energy consumption, embedding these goals into Seattle Fish Co.’s business model for lasting impact. This strategic focus ensured that sustainability remained central to the company’s operations and growth. - Employee and Customer Education
Structured educational programs informed employees and customers about sustainability practices, responsible sourcing, and the Eco Score initiative. Internally, employees were thoroughly briefed, while an external communication plan was implemented to engage customers and stakeholders. The release of Seattle Fish Co.’s sustainability statement publicly reinforced transparency and accountability. - Employee Development Programs
Development initiatives encouraged employees to align with the company’s mission, promoting engagement, retention, and continuous improvement. Workshops and open communication channels empowered employees to actively contribute to Seattle Fish Co.’s purpose-led transformation. This included the formation of a cross-functional sustainability team tasked with ongoing reductions in water usage, waste, and electricity, embedding purpose-driven, environmentally responsible practices into daily operations. - Public Reporting and Assessment Tools
The Eco Score Program provided customers with clear insights into the environmental impact of Seattle Fish Co.’s products. The company pioneered an industry-first self-assessment initiative in partnership with the Marine Stewardship Council (MSC), allowing restaurants to evaluate their own sustainability practices. These tools enhanced transparency and accountability across the company’s network. - Sustainability Partnerships and Fishery Improvement Projects (FIPs)
As a founding member of Sea Pact, Seattle Fish Co. drove industry-wide collaboration on sustainable practices and responsible sourcing, setting benchmarks through Fishery Improvement Projects (FIPs). Additionally, Seattle Fish Co. extended an olive branch to NGOs that had been critical of the industry, fostering open dialogue and constructive partnerships to support marine ecosystem conservation and sustainability standards. - Cross-Industry Influence through Sea Pact
Seattle Fish Co.’s founding role in Sea Pact underscored its commitment to elevating industry standards and promoting sustainable sourcing. Through this collaboration, the company shared best practices, reinforced its purpose-driven leadership, and helped advance social, economic, and environmental responsibility across the seafood industry.
High Level Benefits
- Increased employee engagement & retention
- Recognized thought leader
- Revenue, EBITDA, volume growth
- Increased brand awareness
- Authentic community partnership and support
- Strengthened customer partnershps
Results and Impact
Seattle Fish Co.’s purpose-driven strategy has yielded significant, measurable outcomes across multiple dimensions, underscoring the company’s leadership in sustainable practices and community engagement:
- Employee Engagement: The company’s commitment to purpose-driven transformation resulted in high employee satisfaction, with engagement scores in the 93rd percentile according to Gallup’s Q12 metric, reflecting strong alignment with the company’s mission and values.
- Industry Recognition: Seattle Fish Co. has received multiple honors, including:
- Top 25 Most Sustainable Seafood Companies (2020): Recognized by SeafoodSource for strides in sustainability and conservation.
- Colorado Environmental Leadership Program (Gold Leader, 2020): Acknowledged for going beyond compliance with state and federal regulations, demonstrating a commitment to continual environmental improvement.
- Certifiably Green Denver Business (2020): Recognized by the Denver Department of Environmental Health for exemplary environmental achievement.
- NSCD Bold Tracks Award (2021): Honored by the National Sports Center for the Disabled for support of recreational activities for individuals with disabilities.
- Titan 100 (2021): CEO & President Derek Figueroa named among Colorado’s Top 100 CEOs & C-level executives.
- Outstanding Allied Partner (2021): Awarded by the Colorado Restaurant Association for support and contributions to the hospitality community.
- Business Growth: By aligning operations with a sustainability-driven mission, Seattle Fish Co. has outpaced industry peers in growth, attracting new customers and deepening loyalty with existing partners, demonstrating that purpose and profitability can coexist and drive each other.
- Brand Awareness: The company’s transparent practices and proactive communication efforts have increased brand awareness, positioning Seattle Fish Co. as a trusted, socially responsible brand within the Rocky Mountain region and beyond.
- Community Involvement: Active in local and industry communities, Seattle Fish Co. has partnered with organizations like Project Angel Heart and other local initiatives, enhancing its community presence and reinforcing its reputation as a business that values social responsibility.
Seattle Fish Co. stands as a model of how purpose-driven leadership, when strategically executed, can create lasting impact, enhance operational sustainability, and foster an engaged workforce—all while driving measurable business growth and solidifying its role as an industry trailblazer.
Lasting Impact and Legacy of Leadership
Sea Pact’s foundation was built on a vision for industry-led sustainability, championed by a dedicated team of key industry leaders, including Logan Koch, Guy Dean, Mark Palicki, Dick Jones, and Derek Figueroa. Together, they mobilized others, collectively dedicating countless hours to refining organizational structures, recruiting members, and evaluating funding proposals—laying the groundwork for Sea Pact’s impactful journey.
Reflecting on Derek’s contributions, Sam, Executive Director of Sea Pact, notes, “Sea Pact would not be the organization it is today without Derek’s leadership and positive energy.” Even as Sea Pact matured and transitioned leadership roles, Derek’s strategic guidance and commitment to the organization remained steady, continually contributing insights to support Sea Pact’s evolution and sustained impact across the seafood industry.
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Derek Figueroa
Following a successful sale and exit, Derek has committed the second half of his career to giving back and promoting purpose-driven leadership. He uses the experience gained over 30+ years to help leaders to align their strategies with purpose to create lasting impact and achieve greater results. He serves as Principal of North Star Strategic, a purpose-driven advisory firm, and President of Fig & Co., an investment partner. Previously, Figueroa was the President and CEO of Seattle Fish and Lombardi Brothers Meats. Board service includes former chair of The National Fisheries Institute and The Colorado Restaurant Association, co-founder of the non-profit Sea Pact, and previous leadership positions with CO Restaurant Association, Project Angel Heart, Colorado Restaurant Association, and Seafood Industry Research Fund. He has been recognized by the Colorado Restaurant Association, Denver Business Journal’s Forty Under 40, Titan 100 CEO award, Leadership Award Finalist from Vistage, and Volunteer of the Year by the National Sports Center for the Disabled. He holds an Executive MBA and a Master’s and Bachelor’s in finance from the University of Colorado.
