A&P Launches “So Fresh, So Healthy and So Easy” Seafood

A&P SeafoodMontvale, New Jersey based grocer A&P announced this past week that it has launched a new line of Private Brand seafood as part of its rebranded Great Atlantic Seafood Market.  The revamped department will provide customers with the freshest and highest-quality products in the neighborhood by filling its cases with fresh seafood primarily stocked by North Coast Seafood.

“The Great Atlantic Seafood Market is an exciting addition to our neighborhood food and drug stores,” said Sam Martin, President and CEO of A&P.  “With North Coast’s less-than-three-day sea-to-store delivery policy, we’re able to provide the freshest seafood to our customers year round.”

This new line of seafood is “So Fresh, So Healthy and So Easy.”  The stores’ seafood associates have been well-trained on how to clean, season and even steam orders for customers.  Additionally, they can provide customers with preparation tips and recipes to take home.

“Seafood provides a variety of health benefits, so it’s a great way for our customers to Live Better and stick to their resolutions to get healthy,” said A&P’s Registered Dietitian Jacqueline Gomes.  “Adding fish to a balanced diet can significantly impact a person’s overall health because it’s high in quality protein, low in fat and calories, and rich in vitamins and minerals.”

The Great Atlantic Seafood Market is now open to customers at all neighborhood A&P, Superfresh, Pathmark and Waldbaum’s stores.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.