Jacksonville, Florida-based Shaw’s Southern Belle Frozen Foods has changed its name to Shaw Family Seafood Co. and unveiled a new logo (seen above), replacing longtime branding that depicted a lady of the Old South wearing a hoop skirt and a wide-brimmed hat and carrying a parasol (pictured below) on product packaging.
Captain H.W. Shaw and his wife, Flossie Russell, their son, John Russell and wife, Pheenix (fondly known as Mama Shaw), founded their companies in the early 1900’s. They started processing crab in Apalachicola and in 1934 relocated Florida’s first crab processing plant to Jacksonville.
Following the passing of John Russell in 1977, Mama Shaw took over as chairman of the board, becoming the family matriarch, and creating many of the company’s recipes. Today Shaw Family Seafood Co. ranks as one of the largest co-packer of frozen custom seafood products in the country. Its range of value-added offerings runs the gamut from crab cakes and salmon burgers to lobster mac and cheese, fritters and dips.
“After all these years we needed to insert and focus more on the family name,” said CEO Howard Shaw, grandson and namesake of H.W. Shaw. “The Shaw name is how people know us, and we are truly a family business in how we treat everyone we work with”.
The brand’s image change was timed to coincide with the March 13-15 Seafood Industry North America trade show in Boston, where the new logo was in high profile at Booth No. 1513.