Illustrated Coastal scene inspired by US-headquartered (Lyndhurst, NJ); Moroccan-owned since 2022; exact Moroccan packing site unconfirmed, near Lyndhurst, New Jersey (HQ).

Season Brand

Season Brand is a century-old US sardine brand, self-described as America's #1 sardine brand, acquired by Moroccan conglomerate Mutandis in 2022, with its core sardine lines sourced from Atlantic waters off Morocco.

At a glance

Notable facts

• FY2020 revenue $54.6M; MSC and Friend of the Sea certified.
• Company copy states fish is 'wild caught in the Atlantic Ocean off the coast of Morocco' but stops short of confirming the can itself is physically packed in Morocco — treat 'Moroccan-sourced' as confirmed and 'Moroccan-packed' as unconfirmed.
• The product range spans three families: Skinless & Boneless Sardines, Bone-In Sardines, and Brisling Sardines (a smaller sprat-type product more traditionally associated with Norwegian/Baltic sourcing) — the Morocco-sourcing claim on Season's own site is specific to its main sardine lines and should not be assumed to cover the Brisling line without further confirmation.
• 2025 press materials describe Season as marketing itself as 'the #1 brand of sardines in the United States,' distributed through Costco, Walmart, Whole Foods, and Amazon, with a refreshed logo/mascot ('Sea Maiden, Mira') unveiled at the Winter Fancy Food Show, January 2025.
• No dedicated downloadable press kit page found on seasonproducts.com; media inquiries are directed to PR agency Trent & Company (contact: Nancy Trent / Pamela Wadler, 212-966-0024), per a 2025 press release.

Origin

Season is a century-old American sardine brand — founded in 1921 and long marketed as "America's #1 sardine brand" — that became Moroccan-owned in June 2022, when it was acquired by the Moroccan conglomerate Mutandis. Its main sardine lines (Skinless & Boneless and Bone-In) are marketed with copy stating the fish is "wild caught in the Atlantic Ocean off the coast of Morocco," which confirms Moroccan sourcing for those lines, though the company stops short of stating outright that the cans themselves are physically packed in Morocco — a distinction worth preserving rather than collapsing into a single claim.

Season also sells a separate Brisling Sardines line — small sprats, a different product tradition than true sardines, more commonly associated with Norwegian or Baltic sourcing — and nothing found in this research confirms that line follows the same Moroccan-sourcing claim as the main range. The brand is distributed at major US retailers (Costco, Walmart, Whole Foods, Amazon) and refreshed its packaging and mascot at the January 2025 Winter Fancy Food Show; there's no self-serve press kit, but media inquiries go through the PR firm Trent & Company.

Products

Compiled from public reporting and the brand's own materials. Spot something we got wrong? Tell us.
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