US frozen seafood importer/distributor CenSea has launched CenSea Reserve, a new premium shrimp sub-brand for foodservice and retail channels.
Reserve shrimp are raised in ponds filled with ocean water and carefully balanced salinity that closely mirrors their natural habitat. Each shrimp is harvested and quickly 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 flavour, sweetness and a distinctive texture.”
CenSea Reserve represents the company’s most deliberate investment to-date 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.
“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.”
CenSea Reserve shrimp contain no added phosphates or antibiotics, and are fully traceable from source to shelf. The product is BAP-certified and features eco-friendly, biodegradable packaging.
According to CenSea, 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 said. “CenSea Reserve is prestige on a plate.”
