Bumble Bee Foods Launches New Interactive Content and BeeWell for Life Webisode Series Featuring Top-Ranked U.S. Tennis Player Mardy Fish

SAN DIEGO, Feb. 13, 2012 /PRNewswire/ -- Leading North American seafood brand Bumble Bee Foods today announced its launch of new interactive and web content featuring top ranked United States men's tennis player Mardy Fish and special appearances that include celebrity chef personality Scott Leibfried. Over the next 12 months, Bumble Bee will unveil a series of documentary-style webisodes, articles and other content that chronicle Fish's journey to the US Open and build on the brand's signature program, BeeWell for Life™.

Originally launched in 2008, BeeWell for Life™ is an interactive program that inspires people to exercise, be active and eat healthier using the dedicated resource website www.beewellforlife.com. The Mardy Fish content series will reinforce the goals of BeeWell for Life™ with inspirational stories, tips and motivational messages to help consumers lead healthy, nutritious and active lifestyles.

The first webisode serves as an introduction to Fish and his story. It showcases Fish's transformation and details, in his own words, what it took to get to the top of his game, both on and off the court. Fish has been recognized for his remarkable resurgence on the tennis court after making significant changes to his diet and fitness regime.

"I am excited to share my story through this webisodes series," said Fish. "It has been a long and sometimes hard road to get to where I am now, but I hope my story, coupled with Bumble Bee's BeeWell for Life program, will help inspire people to also change their lives for the better."

Bumble Bee Senior Vice President Consumer Marketing Dave Melbourne said, "Mardy's transformation and continued success is really an inspiration to anyone that has a goal, whether big or small. Bumble Bee is committed to providing real solutions for consumers to live a healthful lifestyle. By giving people a firsthand look at Mardy on the court, at home and at play, coupled with Scott's expertise creating easy, affordable and nutritious meals, we hope to help show people how they too can implement and lead a more healthful, balanced life."

Melbourne added, "This lifestyle-focused partnership – a departure from Bumble Bee's traditional brand marketing – includes custom exclusive content aligned with Bumble Bee's overall brand messages to provide real, affordable meal and energy balance solutions for consumers to live a healthful lifestyle."

The monthly webisodes will follow Fish on his journey to the US Open and have seasonal focused topics. The webisodes will also feature Leibfried, who will share healthful, easy-to-make recipes, and Bumble Bee's BeeWell for Life registered dieticians, Stephanie Clarke and Willow Jarosh, who will provide tips for consumers to make small changes at home to promote wellness.

To view the first webisode, visit http://www.beewellforlife.com/SimpleSteps/EasyMoves/ViewBlog.aspx?BlogPost_ID=813.

About Bumble Bee Foods®
Bumble Bee Foods, LLC, headquartered in San Diego, is North America's largest branded shelf-stable seafood company, offering a full line of canned and pouched tuna, salmon, sardine, and specialty protein products marketed in the U.S. under leading brands including Bumble Bee^®, Brunswick^®, Snow's^® and Beach Cliff^®, and in Canada under the Clover Leaf^® brand. The Bumble Bee brand has established significant consumer awareness and loyalty based on the quality, nutritional value and affordability of its products.

Bumble Bee is a founding member of the Healthy Weight Commitment Foundation — a first-of-kind initiative in the U.S. involving a coalition of retailers, non-profit organizations and food and beverage manufacturers with a mission to help reduce obesity, particularly childhood obesity by 2015. Bumble Bee also actively promotes the responsible stewardship of global fisheries resources and is a founder of the International Seafood Sustainability Foundation (ISSF) — a global partnership of scientists, tuna processors and WWF, the global conservation organization.

For more information on Bumble Bee, visit http://www.bumblebee.com. Join fans of Bumble Bee and healthy living at www.facebook.com/BumbleBeeFoods.

About BeeWell for Life™
BeeWell for Life, a signature consumer program by Bumble Bee Foods, is an interactive initiative developed to inspire people to exercise, be active and eat healthier using the dedicated resource website www.beewellforlife.com. The BeeWell site is fully dedicated to body, mind and spirit, and features weekly blog postings from BeeWell's partner registered dietitians and fitness trainer. Consumers can log the miles they walk, run and/or bike at BeeWell for Life and gain access to tools and resources to make the most of a healthy, active lifestyle. Plus, based on the activities that consumers log, Bumble Bee Foods will donate up to a total of $300,000 among its three charity partners: American Diabetes Association^®, WomenHeart: The National Coalition for Women with Heart Disease and Y-ME National Breast Cancer Organization^®. Since 2008, more than 1.5 million miles have been logged.

For more information on BeeWell for Life, visit http://www.beewellforlife.com. Join fans of BeeWell and healthy living at www.facebook.com/BeeWellforlife and http://twitter.com/BeeWellForLife.

SOURCE Bumble Bee Foods, LLC