Fortune International Acquires Simply Fresh in Strategic Southeast Push

BENSENVILLE, Ill. & DURHAM, N.C. – December 18, 2025 – Fortune International, a leading national processor and distributor of premium seafood and specialty foods, has announced its acquisition of Simply Fresh, a highly regarded seafood purveyor based in Durham, North Carolina. The move deepens Fortune’s operational footprint in the Mid-Atlantic and Southeast, continuing an aggressive nationwide expansion strategy aimed at consolidating the fragmented premium food distribution market.

While financial terms of the private transaction were not disclosed, the acquisition integrates Simply Fresh’s strong regional sourcing relationships and custom-cutting expertise into Fortune’s extensive distribution network. The deal is positioned to meet the escalating demand for high-quality, traceable seafood among the region's top chefs and retailers, while also ensuring the continuity of a cherished local business following the recent passing of its founder.

A Strategy of Aggressive Growth

The acquisition of Simply Fresh is the latest in a long series of calculated moves by Fortune International to build a coast-to-coast powerhouse. Since launching its acquisition strategy in 2012, the Bensenville, Illinois-based company has methodically absorbed regional specialists to expand its geographic reach and diversify its product portfolio. This campaign accelerated significantly after a 2020 recapitalization by private equity firm Investcorp, fueling Fortune’s ambition to become a billion-dollar entity.

Fortune’s expansion has been relentless, with notable acquisitions including gourmet meat purveyor D'Artagnan, Inc., Houston's Off the Dock Seafood, and Wisconsin's Neesvig's, Inc. This strategy allows the company to absorb local market leaders, gaining their sourcing advantages and loyal customer bases while implementing its own state-of-the-art ERP, inventory management, and routing software to drive efficiency and uniformity. By acquiring Simply Fresh, Fortune not only gains a strategic foothold in North Carolina’s burgeoning culinary scene but also inherits a reputation for quality that has been cultivated for nearly two decades.

“We are thrilled to welcome Simply Fresh into the Fortune family,” said Sean O’Scannlain, Founder and CEO at Fortune International, in a statement. “Their dedication to providing the best customer service and the highest quality seafood aligns perfectly with our mission to elevate meals and lives.”

Preserving a Local Legacy

Beyond the strategic and financial implications, the acquisition carries a significant human element. Simply Fresh was founded in 2006 by the late Trey Bohn, a passionate seafood aficionado who built the company from a small operation into a trusted supplier for the most esteemed chefs in North Carolina’s Triangle region. Known for his hands-on approach, Bohn initially drove to the coast himself multiple times a week to hand-select the freshest product for his clients.

The company cultivated an “old school” business model, shunning a web presence in favor of direct, personal relationships. This focus on integrity and uncompromising quality earned Simply Fresh a sterling reputation. After Bohn’s unexpected passing in 2024, his wife, Jean Bohn, and longtime collaborator Jim Vassallo stepped in to steward the business and honor his legacy.

“We are pleased to announce that with the acquisition by Fortune Fish & Gourmet, our commitment to quality, exceptional service, and customer satisfaction will not only continue, but truly flourish,” said Jean Bohn, owner of Simply Fresh. “We look forward to leveraging this exciting new chapter to further strengthen our position in the market and to continue exceeding our customers’ expectations.”

Jim Vassallo, who was instrumental in Simply Fresh’s growth and will now serve as Fortune’s Director of Seafood in North Carolina, echoed the sentiment. “Trey built Simply Fresh on integrity, quality, and relationships,” Vassallo stated. “After his passing, my goal was to honor his legacy and support Jean and our team until we found the right partner. Fortune International shares Trey’s values and vision, and I’m excited to continue this journey with them.” Vassallo's continued leadership is a critical component of the deal, ensuring that the local expertise and relationships that defined Simply Fresh are not lost in the transition.

Reshaping a Competitive Market

The U.S. fish and seafood wholesale industry, valued at nearly $24 billion, remains highly fragmented. Fortune's acquisition of Simply Fresh is a microcosm of a broader trend toward consolidation, where larger players are absorbing smaller, specialized companies to achieve economies of scale and expand their reach. In the Southeast, Fortune competes with national giants like Sysco and US Foods as well as powerful regional distributors such as Atlanta-based Inland Seafood.

By integrating Simply Fresh, Fortune enhances its ability to compete on a local level, offering the custom-cutting and fresh, regionally sourced products that high-end restaurants demand. This move directly addresses the growing consumer and culinary trend towards traceable, sustainable, and premium seafood. For chefs in North Carolina and surrounding markets, the acquisition could mean greater access to a wider variety of high-quality products, backed by the logistical might of a national distributor.

The integration promises to combine Simply Fresh's specialized knowledge of Mid-Atlantic seafood with Fortune's vast global sourcing network and advanced operational infrastructure. This blend of local mastery and national scale is what Fortune is betting on to satisfy the region's growing appetite for premium seafood.