Seattle Fish Co. of New Mexico, Inc., Albuquerque, N.M., will begin doing business as Santa Monica Seafood, effective Dec. 1, following the acquisition from Santa Monica Seafood, Rancho Dominguez, Calif., earlier this year.

“We want to take advantage of Santa Monica Seafood’s stronger brand name as well as to minimize confusion with other similarly sounding seafood distributors,” says Roger O’Brien, president and CEO. “Other than the name change, it’s business as usual.”

The management team, sales reps and other employees will remain in place and will continue to operate out of the Albuquerque facility.