CenSea, one of the United States’ largest frozen seafood importers and distributors, today announced the launch of CenSea Reserve, a new premium shrimp sub-brand designed to set a higher benchmark for taste, texture, and premium performance across foodservice and retail channels.
Unlike conventional supply chains, Reserve shrimp are raised in ponds with balanced salinity ocean water that closely mirrors their natural habitat. Each shrimp is delicately harvested and swiftly transported with a live oxygen supply from farm to factory. They are then stunned using advanced Japanese-inspired techniques and processed swiftly with minimal water contact to lock in maximum freshness and a pristine texture.
“CenSea Reserve is the outcome of asking a very direct question: what does premium actually mean, and how do you make it repeatable at scale,” said Nate Torch, Co-President, CenSea. “The Reserve brand was built end to end, from how shrimp are raised to how they are frozen fresh at catch, with the goal of delivering a consistently superior product. It’s for those discerning chefs and buyers who demand verifiably
sustainable, fully traceable shrimp, with top-tier culinary performance to differentiate their portfolio in a crowded market.”
CenSea Reserve is produced in partnership with Minh Phu Seafood Corporation, the world’s largest vertically integrated shrimp producer and processor. Founded in 1992 and headquartered in Vietnam, Minh Phu is globally recognised for its leadership in responsible aquaculture and processing excellence.
“Minh Phu has always focused on farming and processing shrimp in ways that respect both nature and product quality,” said Le Van Quang, CEO, Minh Phu Seafood Group. “CenSea Reserve reflects that shared philosophy. We are proud to produce this line using our breakthrough Minh Phu Bio (MPBio) 5-in-1 technology. This system integrates five core pillars: simulating the natural ocean environment; raising
shrimp in balanced-salinity seawater, which is controlled by utilising seawater pipelines leading from offshore directly to the farm; live transport to the plant; Japanese-inspired Ikejime stunning; and immediate processing. The result is shrimp that delivers exceptional flavor, sweetness and a distinctive texture.”
CenSea Reserve represents the company’s most deliberate investment yet in elevating shrimp beyond commodity status. The launch also marks the first new brand introduced since CenSea became part of the Captain Fresh Group in early 2024, reflecting a shared ambition to build differentiated, value-led powerhouse of seafood brands backed by deep supply chain technology expertise.
“The launch of CenSea Reserve is a strategic move to disrupt the premium segment by moving beyond commodity claims. By leveraging Minh Phu’s unique aquaculture and processing breakthroughs, we are not just adding a SKU; we are creating a new gold standard,” said Jeff Stern, Co-President, CenSea. “At CenSea, our goal has always been to provide the highest quality seafood, and this new brand represents
the pinnacle of that mission,” he added.
CenSea Reserve shrimp contain no added phosphates or antibiotics, and are fully traceable from source to shelf. Committed to the future of the industry, the product is BAP-certified and features eco-friendly, biodegradable packaging. The new sub-brand is positioned for chefs, foodservice operators, and retailers who view shrimp not as an interchangeable input, but as a defining element of the eating experience. “This
isn’t everyday shrimp,” Torch added. “CenSea Reserve is prestige on a plate.”
CenSea Reserve is available nationwide across select foodservice and retail partners beginning this quarter, with initial offerings including raw, easy-peel shrimp from live Vannamei in 8/12, 13/15, and 16/20 count, and raw, easy-peel shrimp from live Black Tiger in 13/15 and 16/20 count.
Established in 1992 and headquartered in Ca Mau, Vietnam, Minh Phu Seafood Corporation is the world’s largest vertically integrated shrimp producer and processor. Known as Vietnam’s shrimp king, the company operates an end-to-end value chain encompassing broodstock development, high-tech farming, and state-of-the-art processing. Minh Phu is a pioneer in sustainable aquaculture, holding numerous international certifications including BAP, ASC, and GlobalGAP, and currently exports its premium products to over 50 countries and regions worldwide.
Founded in 1960 in Chicago, CenSea is one of the largest importers and distributors of frozen seafood in the United States, with a 65-year legacy built on consistency, reliability, and service. The company supplies responsibly sourced seafood from nearly 25 countries to a broad customer base that includes restaurant chains, foodservice distributors, retailers, and food manufacturers nationwide.
Since joining the Captain Fresh Group in early 2024, CenSea has continued to build on its long-standing reputation for undisrupted delivery and customer commitment, supported by a renewed focus on traceability, sustainability, quality, and technology-enabled operations.
In February 2025, CenSea expanded its U.S. footprint through the acquisition of Ocean Garden’s portfolio of brands, strengthening its shrimp offerings with Mexican farmed and wild-caught shrimp. In December 2025, CenSea further broadened its premium crustacean capabilities by acquiring Ocean Edge brands, deepening its lobster offering and adding crab capabilities.
