We are an ethical organization dedicated to developing and maintaining trusted, loyal, long term partnerships with our customers, our suppliers and our employees.
Our mission is to provide sustainably sourced, high quality, nutritious seafood products at a competitive price while ensuring a profit for our customers, our suppliers and ourselves.
From our origins 70 years ago, selling the best Norwegian sardines, to our business today, sourcing the finest seafood from around the world, Crown Prince has become a leader in the US canned seafood market. Our brand name honors the Crown Prince of Norway, the source of the first product Crown Prince imported for the US market.
Crown Prince was founded by Case Hoffman in 1948 in La Habra, California under the name of Norwegian Fish Importers. Case was a partner in a business producing orange juice under the brand name “Cold Gold”. In charge of sales, he had an employee that wanted to try selling sardines in the United States for a friend back home in Norway. Case decided to give it a try. It wasn’t until after selling the orange juice business in 1947 that Case decided to give selling Norwegian sardines a try on a full-time basis. He was very successful and in 1985 changed the name of the company to its flagship brand name, Crown Prince.
Case was joined by his son, Chairman – Robert Hoffman in 1968 as well as three of his grandchildren; President – Dustan Hoffman, and Vice President – Larry DeMarco in 1989 and Logistics Manager – Tracy Hoffman in 1992. Case retired in 1993.
Over the years, Crown Prince has added the Crown Prince Natural and Ocean Prince brands, and opened a division in Mexico selling the Crown Prince Importado brand.