NEW YORK - s4story -- Sea Tales, the company committed to making delicious, sustainable seafood available to everyone, today announced the appointment of Lara Welch as Vice President of Business Development and Sales, strengthening its U.S. leadership team as the brand continues to expand distribution across leading retailers nationwide.

Welch brings more than a decade of experience driving growth for consumer-packaged goods brands through strategic retail partnerships, customer development and national sales leadership. In her new role, she will lead U.S. sales strategy, retailer relationships and commercial growth as Sea Tales continues to build momentum in the American market.

"Sea Tales has reached an exciting stage in its growth, and Lara is the ideal leader to help us build on that momentum," said Bart van Olphen, founder of Sea Tales. "Her deep experience in the grocery industry, combined with her passion for building purpose-driven brands, will help us bring responsibly sourced seafood to even more retailers—and ultimately, more dinner tables."

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Welch joins Sea Tales after serving as Sales Director at Bumble Bee Seafoods, where she led the Kroger, Target and Aldi business. She previously held leadership roles at Delica North America, where she led strategy, innovation and national account development for major retail customers. Throughout her career, she has built a reputation for launching new products, developing strategic retail partnerships and delivering sustainable business growth.

"I've spent my career helping consumers discover innovative food brands, and Sea Tales represents everything people increasingly want from the products they buy—exceptional quality, complete transparency (they know their fisherpeople!) and a genuine commitment to sustainability," said Welch. "I'm thrilled to join a company that's proving you don't have to choose between what's good for people, the planet and your plate."

Welch joins Sea Tales during a period of significant growth in the U.S. market. The company has recently expanded distribution across several leading natural and specialty retailers, including the national launch of its new Cantabrian Anchovy Paste at Whole Foods Market, expansion into Earth Fare stores throughout the Southeast and New Seasons Market in the Pacific Northwest, and the addition of its MSC- Certified Sardines in Spicy Tomato Sauce and Sardines in Extra Virgin Olive Oil with Chili to Sprouts Farmers Market locations nationwide.

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These retail expansions reflect growing consumer demand for premium, responsibly sourced seafood as shoppers increasingly seek products that deliver on both quality and sustainability. Under Welch's leadership, Sea Tales plans to continue expanding its retail footprint while introducing more consumers to seafood that supports healthy oceans and thriving fishing communities.

Founded by chef, author and sustainable seafood advocate Bart van Olphen, Sea Tales partners with responsible fisheries around the world to bring fully traceable, premium seafood to consumers. The company's growing portfolio includes Fair Trade Certified™ pole-and-line skipjack tuna, wild salmon, sardines, mackerel, anchovies and specialty seafood products.

About Sea Tales

Sea Tales is a mission-driven Dutch seafood brand, launched in North America in 2020 by Bart van Olphen and Harm Jan van Dijk, committed to changing the world of fish. All fish sourced meets strict Marine Stewardship Council criteria: healthy fish stocks, minimal impact on the ecosystem, and fair conditions for fishers.