Jeff Gernand to oversee National Sales, and Rachael Minieri to direct Private Label Business
(Monroe, WA) October 21, 2025 – Echo Falls Seafoods is proud to announce the promotions of two of its Sales Managers, Jeff Gernand and Rachael Minieri, to new leadership roles within its expanding sales department. Gernand has been appointed Director of National Sales – Branded Products, while Minieri steps into the role of Director of Private Label Sales. These promotions mark a significant milestone in Echo Falls’ commitment to strengthening its national presence, delivering premium smoked and specialty seafood nationwide.Gernand, formerly Regional Sales Manager for the West Coast, will now oversee national sales for Echo Falls’ branded products, which include the Echo Falls and LASCco lines. “I’m honored to step into this new role,” said Gernand. “I’m excited to continue working alongside an incredible team, focused on growing the business and creating epic opportunities for all of us to thrive together.” His responsibilities will include managing relationships with major U.S. retail chains and leading the company’s regional sales teams across the Eastern, Midwest, and Western territories.
Minieri, who previously managed East Coast accounts, will now focus exclusively on the company’s growing Private Label business. On starting her new position, Minieri said “I’m excited to bring my retail background and private label experience into my new role and look forward to working with our grocery retail partners to develop and grow their own brands in the smoked seafood space.” In her new role, she will collaborate closely with customers to develop offerings that align with their brand strategies, delivering tailored solutions to retail partners across the country.
Both Gernand and Minieri will continue to report to Ron Christianson, Executive Vice President of Sales & Marketing. “These promotions reflect our strategic vision for growth and our confidence in Jeff and Rachael’s leadership,” said Christianson. “Their deep industry knowledge and proven track records position us to better serve our partners and drive innovation in both branded and private label offerings.”
About Echo Falls: Echo Falls is the number one smoked seafood brand in grocery stores across the United States. Echo Falls products start with premium-quality fish that are hand-selected and smoked using time-honored methods. The brand has a long history of innovation and prides itself on authentic sourcing and production methods and transparent labeling of species and product origin. The Echo Falls product line includes both classic traditional smoked seafood items, as well as on-trend flavor options. Learn more at www.echofallsseafoods.com.
