Crown Prince

What Crown Prince does

Crown Prince, Inc. is a privately held canned seafood company founded in 1948 and headquartered in City of Industry, California. The company operates three distinct brand lines — Crown Prince (main/premium), Crown Prince Natural (certified-organic-style premium line), and Ocean Prince (value line) — covering tuna, salmon, sardines, anchovies, clams, crab meat, oysters, kipper snacks, and mackerel. All fish products are wild-caught, and the company has accumulated multiple third-party certifications including Marine Stewardship Council (MSC) sustainable seafood, Non-GMO Project Verified, Dolphin Safe (Earth Island Institute), Kosher (Orthodox Union), and Paleo/Keto certifications.

The company sells primarily through U.S. retail channels — natural food stores, grocery chains, and big-box retailers — supplemented by Amazon.com and other online retailers. Crown Prince's go-to-market relies on consumer engagement through coupons ($1.00 mail-in coupons and an unlimited 50-cent Frequent Buyer Program), a recipe database of over 100 entries, and active social media presence across Facebook, Instagram, Twitter, Pinterest, YouTube, and LinkedIn. Sourcing is international (New Zealand, Thailand, Indonesia, China, Canada), but distribution is concentrated domestically with no disclosed international retail footprint.

Revenue is generated through one-time product sales across the three brand tiers at varied price points; no subscription or licensing model exists. The company is led by President Dustan Hoffman and CFO Christopher Bruno, operates with 11–50 employees, and has no disclosed parent company, institutional investors, or M&A activity. A July 2022 voluntary recall of Smoked Baby Clams due to FDA-detected PFAS levels represents the most notable recent regulatory event.

Name

Crown Prince

Legal name

Crown Prince, Inc.

Website

https://crownprince.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Crown Prince is a privately held, California-based canned seafood company (founded 1948) selling wild-caught, sustainably certified tuna, salmon, sardines, clams, crab, oysters, and kippers across three brand tiers to U.S. retail and e-commerce consumers.

Ownership category

akta.pro rank

Product category

Canned Seafood

NAICS

Seafood Product Preparation and Packaging (3117), Seafood Product Preparation and Packaging (311710), Fish and Seafood Merchant Wholesalers (42446)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Canned & Shelf-Stable Seafood (Tuna, Sardines, Salmon, Retort Pouches) (AFANALAG)

Keywords

• Canned seafood
• Wild caught tuna
• Sustainable seafood
• Omega-3 products
• Shelf-stable fish

Headquarters

HQ city

City Of Industry

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Canned Seafood Product Sales: Revenue generated from sale of canned seafood products across three brand lines: Crown Prince (premium), Crown Prince Natural (natural/organic), and Ocean Prince (value line). Products include tuna, salmon, sardines, anchovies, clams, crab meat, oysters, kipper snacks, and mackerel. Distributed through retail stores and online channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Crown Prince Inc. manufactures and sells canned seafood products under three brand lines: Crown Prince (premium/main brand), Crown Prince Natural (premium health-focused line with no additives, Non-GMO Project Verified, MSC certified, and Kosher), and Ocean Prince (value-priced line). The product range spans tuna (Albacore, Yellowfin, Tongol), salmon, sardines, anchovies, clams, clam juice, crab meat, oysters, kipper snacks, and mackerel, sourced through wild-caught methods with sustainability certifications.

Product overview

Crown Prince Inc. is a canned seafood company founded in 1948, based in City of Industry, California. The company operates three distinct product lines: Crown Prince (main brand offering standard canned seafood), Crown Prince Natural (premium health-focused line with no additives, Non-GMO Project Verified, Kosher, and sustainability certifications), and Ocean Prince (value-priced line). Products span across tuna species (Albacore, Yellowfin, Tongol), salmon, sardines, anchovies, clams, crab meat, oysters, kippers, and mackerel. All fish products are wild caught. The company emphasizes sustainability with MSC certification, dolphin-safe practices verified by Earth Island Institute, and corporate responsibility in sourcing.

Differentiator

Problem solved

Functional benefit

Brands

• Crown Prince Natural: Premium line of canned seafood products naturally packed without unnecessary additives or preservatives, featuring wild-caught seafood with certifications including Non-GMO Project Verified, Kosher, and MSC Certified Sustainable Seafood.
• Ocean Prince

Products and services

• Crown Prince (Main Brand Line) Crown Prince main brand offering canned seafood including anchovies, baby clams, clam juice, crab meat, kipper snacks, mackerel, oysters, sardines, smoked products, and related preparations for everyday consumers across grocery retail.
• Crown Prince Natural (Premium Health Line) Premium canned seafood line featuring wild-caught products without unnecessary additives or preservatives; low in fat, sodium, and cholesterol, no sugars, sources of protein, vitamins, minerals, and omega-3 fatty acids. Most products are Kosher approved by the Orthodox Union and Non-GMO Project Verified.
• Ocean Prince (Value Line) Value-priced canned seafood line providing low-cost seafood options, net priced and competitive, with no slotting or advertising monies, targeting budget-conscious consumers across grocery retail.
• Albacore Tuna (Crown Prince Natural) Solid white Albacore tuna, light in color and firm in texture, available with or without added salt in 5 oz and 12 oz cans. Contains omega-3, is gluten free, Kosher, and MSC certified sustainable, sourced from New Zealand's 200-mile EEZ.
• Yellowfin Tuna (Crown Prince Natural) Yellowfin tuna available in Extra Virgin Olive Oil (pole and purse seine caught) and Spring Water (pole caught, single-cook process). Dolphin safe, sustainably wild caught, source of protein and omega-3 fatty acids.
• Tongol Tuna (Crown Prince Natural) Chunk light Tongol tuna with species identified by name, available with or without added salt in spring water. Non-GMO Project Verified, Dolphin Safe, Certified Paleo, Keto Certified, gluten free, and Kosher; contains 335 mg omega-3 per serving.
• Pink Salmon (Crown Prince Natural) Skinless and boneless wild-caught pink salmon, Non-GMO Project Verified, MSC certified sustainable.
• Anchovies (Crown Prince Natural) Flat-fillets and paste-format anchovies, Non-GMO Project Verified, used across sauces and appetizers.
• Baby Clams and Clam Juice (Crown Prince Natural) Boiled baby clams and clam juice, Non-GMO Project Verified, used in soups, chowders, and cooking applications.
• Crab Meat (Crown Prince Natural) Lump white crab meat sourced from Thailand and Indonesia, Non-GMO Project Verified, responsibly sourced, available across Crown Prince, Ocean Prince, and Crown Prince Natural brands.
• Kipper Snacks (Crown Prince Natural) Atlantic herring brined and smoked over hardwood chips, MSC Certified Sustainable and Non-GMO Project Verified, sourced from Gulf of St. Lawrence; excellent source of protein and omega-3.
• Oysters (Crown Prince Natural) Farm-raised oysters (seeded on ropes, harvested in ocean, feeding on natural plankton), available smoked or boiled with flavorings including red chili pepper.
• Sardines (Crown Prince Natural) Brisling sardines and skinless/boneless sardines in water or olive oil, available Mediterranean style and in mustard; Non-GMO Project Verified, high in omega-3 and protein.
• Mackerel (Crown Prince Main Brand) Jack mackerel in water, sourced from China, part of the standard Crown Prince product line.
• Smoked Baby Clams Smoked baby clams in olive oil, product of China; subject to a July 2022 voluntary recall for PFAS detected during FDA testing.

Quantifiable outcome

• Products provide 335-1165 mg omega-3 per serving depending on product type
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• National Fisheries Institute's Crab CouncilcoreStrategic or Co-development Partner · 27 September 2017Crown Prince joined as 30th member of NFI Crab Council, an industry-led sustainability effort. The council funds blue swimming crab fishery improvement projects in Southeast Asia through member assessments on every pound of blue swimming crab imported. Crown Prince's supply chain emphasizes corporate responsibility with sourcing from Thailand and Indonesia.
• Non-GMO ProjectcoreStrategic or Co-development Partner · 1 October 2014Non-GMO Project verification for Crown Prince Natural products including Pink Salmon, Albacore Tuna, Yellowfin Tuna, Crab Meat, Anchovies, Tongol Tuna, Baby Clams, Skinless Boneless Sardines, and products in Olive Oil. Verification process completed and new labels displaying Non-GMO Project logo deployed.
• Marine Stewardship Council (MSC)coreStrategic or Co-development Partner · 10 July 2014MSC certified sustainable seafood program with three main principles: sustainable fish stocks, minimizing environmental impact, and effective management. Crown Prince Natural Albacore Tuna MSC certified sourced from New Zealand EEZ. Also MSC certified for Clam Juice, Pink Salmon, and Kipper Snacks.
• Earth Island InstitutecoreStrategic or Co-development PartnerDolphin safe tuna certification program. All Crown Prince tuna products are monitored by Earth Island Institute to ensure dolphin safe fishing methods. Certification provides consumer assurance of sustainable, dolphin-safe sourcing practices.

Scale indicators4 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• StarKist: One of the dominant U.S. canned tuna brands offering a broad portfolio of tuna, salmon, and seafood products in pouches and cans. Direct competitor to Crown Prince in conventional grocery and club channels, though StarKist lacks Crown Prince's depth of sustainability certifications.
• Chicken of the Sea: Major U.S. canned tuna and seafood brand owned by Thai Union Group. Competes head-to-head with Crown Prince across canned tuna, salmon, sardines, and crab, with similar mass-market distribution but greater scale and slotting-fee capability.
• Bumble Bee Seafoods: Iconic U.S. canned tuna and salmon brand with nationwide grocery distribution. Closely comparable to Crown Prince in canned tuna and salmon SKUs, though Bumble Bee's brand positioning is more mass-market and less natural/sustainability-forward.
• Wild Planet Foods: Premium sustainable canned seafood brand specializing in wild-caught tuna, salmon, sardines, and anchovies. Most direct competitor to Crown Prince Natural in the natural channel with overlapping sustainability credentials and SKU mix.
• Safe Catch: Premium canned tuna brand emphasizing mercury-testing and sustainability. Targets the same health-conscious and natural-channel consumer as Crown Prince Natural, with comparable premium positioning and DTC sales motion.
• King Oscar: Specialty canned seafood brand known for premium brisling sardines, mackerel, and tuna in olive oil. Overlaps with Crown Prince's sardine and mackerel SKUs and competes in the premium/specialty shelf set.
• Reese Speciality Foods: Specialty canned seafood company offering a wide assortment including sardines, clams, oysters, mussels, and crab. Closely comparable to Crown Prince's broad SKU coverage and target natural/specialty retailer base.
• Season Brand: Value-priced canned seafood brand with overlapping product range in crab, oysters, and clams. Comparable to Crown Prince's Ocean Prince value-tier positioning in club and value retail.

Broad incumbents

• Thai Union Group: Global seafood conglomerate and parent of Chicken of the Sea, with branded and private-label canned tuna/salmon/sardines portfolios worldwide. Represents the scaled-incumbent archetype Crown Prince competes against for shelf space.

Regional players

• Brunswick Seafood: Canadian canned sardine and seafood brand with a heritage presence in North America. Comparable product mix (sardines, mackerel, oysters) but primarily serves Canadian retail rather than overlapping Crown Prince's U.S. distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CPseafood
• YouTubeyoutube.com/CrownPrinceSeafood
• Facebookfacebook.com/CrownPrinceSeafood
• LinkedInlinkedin.com/company/emojicocoa
• Instagraminstagram.com/crownprinceseafoodus
• Pinterestpinterest.com/crownprinceseafood

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crown Prince