Del Bosque Shaves Whiskers for Pescanova; Maze Joins Team

The Chapela, Spain-headquartered Nueva Pescanova Group, a leading international seafood company and one of the world’s largest producers of shrimp, has enlisted Vicente del Bosque to star in its Christmas season campaign, which features a video performance in which he promotes a new range of whiskered shrimp – the Rodolfos.

PESCANOVA DEL BOSQUE 08Vicente del Bosque kicks off Pescanova’s Christmas sales campaign to promote a new range of whiskered shrimp – the Rodolfos.In proving that whiskers are synonymous with identity and quality, the former football player and coach has been inspired by the Rodolfos to shave his iconic moustache, which has been an important part of his image for 50 years. Many sports fans had hoped to see to the moustache dispensed with after the goal by Iniesta that led Spain to win the World Cup in 2010, but their friendly coaxing did not result in Del Bosque taking a razor to the strip of hair on his upper lip.

The video ( shows humerous experiences in which the ex-coach loses his identity following the shaving of the moustache, as the waiter doesn’t recognize him at his favorite restaurant and even his dog barks endlessly when seeing the master arrive home.

“Many of these scenes were experienced while we were filming them,” said 68-year-old Del Bosque. “My wife, who 50 years ago encouraged me to let it grow, did not know what to say to me when she saw me without a moustache. She didn’t recognize me.”

The Nueva Pescanova Group with “Elige Bigote” (Choose Whiskers) presents its new range of higher-quality Rodolfos as shrimps which stand out for “unbeatable texture and flavor thanks to a meticulous elaboration process, which is groundbreaking and unique in the world, where the shrimps are selected one-by-one, packaged, and cooked keeping them entirely whole,” thus leaving their long and intact whiskers as a seal of quality – “a whiskered guarantee.”

Maze Takes Helm in USA

Meanwhile, Chris Maze has been hired as chief executive officer of Pescanova USA, effective January 1, 2019. It is part of multinational operation that employs more than 11,000 people on four continents who specialize in fishing, farming, processing and marketing seafood products. Sales last year topped €1,081 million and EBITA amounted to approximately €80 million.

Chris MazeChris Maze has left the East Coast Seafood Group to become CEO of Pescanova USA. Maze comes to the job from the Topsfield, Massachusetts-based East Coast Seafood Group, having served there as president and ceo after Michael Tourkistas departed during the spring of 2017.

In the new position, Maze will work to strengthen the commercialization of Pescanova branded products in the retail and foodservice channels of the United States market, where the Spanish company has been present for more than 20 years. He is succeeding Richard Grant, who will relocate to Madrid to assume the role of international-rest of the world sales manager for the Nueva Pescanova Group.

Brad Hudson is replacing Maze as chief executive officer of the East Coast Seafood Group, where he is a member of its board of directors as well as a partner with Forum Capital. The company ranks among the world’s top producers of lobster and scallop products.

Maze, who holds an MBA degree from Stanford University as well as a degree in accounting from Virginia Commonwealth University, has more than 18 years top-level experience in food companies that include participation in M&A projects both nationally and internationally.