Mikhial Noble, the General Manager of Food Service at KB Seafood, embodies the spirit of growth and adaptation that has propelled the company to the forefront of the seafood industry. With a 15-year tenure and a wealth of experience, Mikhial has been instrumental in shaping the company's journey, including the exciting launch of the Blue Wave brand.

A Journey from Fish Shop to General Manager

Mikhial's path to KB Seafood is a testament to his passion for the seafood industry. "I grew up working in fish shops and the retail space," he recalls. His career progression led him from a distributor role to KB Seafood, where he saw an opportunity for growth and a chance to deepen his understanding of the industry.

"It was an elevation, a progression in my career," Mikhial explains. "My number one passion is around product - knowing as much as I can about that product as possible." This drive for product knowledge has been a cornerstone of his success and a key factor in KB Seafood’s growth under his leadership.

Leading a National Team

As General Manager of Food Service, Mikhial oversees a team of 23 people across Australia, with offices in every major state. His role has evolved significantly over the years, from being purely product-focused to people-oriented. "It's now about managing the business, not being in the business," he reflects.

Mikhial's day involves a delicate balance of team motivation, strategic planning, and maintaining open lines of communication across the country. "My job is to keep them motivated, keep them on track, make them feel like they're heard," he says, emphasising the importance of creating a positive work culture.

He particularly values the importance of staying connected with team members in more isolated states. "If they feel like they're disconnected from the business, they don't become less passionate, but they lose what gets them up every day," Mikhial explains. This insight into team dynamics showcases his nuanced approach to leadership.

The KB Seafood Advantage

When asked about the advantages of working with KB Seafood, Mikhial doesn't hesitate to highlight the company's strengths. "We pride ourselves on having the right people," he says. "Our buying power is a huge advantage to our business."

He also points to the company's flat management structure, which allows for quick decision-making. "Having a flat line management structure where there's direct line of communication to the CEO, not just for myself, but my entire team is encouraged," Mikhial notes. This approach enables the company to be agile and responsive to market changes.

A key focus for KB Seafood in recent years has been sustainability and ethical sourcing. "Over the last five or six years, I guess the journey we've taken on focusing on sustainability and reliable sourcing and ethical sourcing has allowed us to elevate our position and our image in the market," Mikhial explains. This shift reflects the company's commitment to adapting to changing consumer expectations and industry standards.

Proudest Achievements

Mikhial's pride in his work shines through when he discusses his achievements. "Making New South Wales the largest state sales consecutively for the best part of my career here at KB," he says, is a significant accomplishment. But beyond the numbers, he's most proud of the team and culture he's helped build.

"Culture is not something that you can buy in; you have to create it," Mikhial emphasises. The high retention rate and positive work environment are testaments to his leadership. "Up until recently, most of our staff members have been in for at least six or seven years plus," he notes, highlighting the stability and satisfaction within his team.

Riding the Blue Wave

The launch of Blue Wave represents an exciting new chapter for KB Seafood, and Mikhial is at the forefront of this initiative. While he can't pick a favourite product from the range, he's impressed by the entire process. "The whole Blue Wave range, the effort that's gone into getting that range to where it is now in a short period of time, is something that's... only when you go through a number of these experiences can you appreciate what's been achieved."

Mikhial sees Blue Wave as an opportunity to grow in a market segment where KB Seafood has previously struggled. "We're trying to give the consumer more than one option," he explains. "We don't want to be a one-trick pony."

The development of Blue Wave products has been a meticulous process. "Something as simple as a fish cocktail or a crumbed squid ring. Whilst it sounds easy, there's so many moving parts to get that product fit for the market," Mikhial reveals, offering insight into the complexities of product development in the seafood industry.

The Blue Wave Difference

What makes Blue Wave stand out? According to Mikhial, it's a combination of factors. "The people that are selling it, number one," he says, highlighting the importance of the team. He also points to the packaging, the product quality, and the company's commitment to sustainability.

"We've tried to refine our product specification to focus on using sustainably caught seafood wherever possible," Mikhial explains. "And we've added on to the fact that we're focusing on using no artificial colourings or flavourings and additives."

Blue Wave's market entry strategy is carefully considered. "We're not trying to recreate the wheel. We're not trying to come up with random things that no one's ever bought before," Mikhial says. Instead, they're leveraging their industry knowledge and buying power to offer familiar products with enhanced value and quality.

Looking to the Future

Mikhial is excited about the future of Blue Wave and KB Seafood. He appreciates the company's willingness to invest in marketing, particularly through modern platforms like social media. "There's a willingness both within the company in Australia and overseas to invest in this project long term," he says.

This commitment to growth and innovation, combined with the company's dedication to its employees, gives Mikhial confidence in the future. He points to the company's support of its staff during the COVID-19 pandemic as evidence of this commitment. "No one in the food service business or the business in its entirety was laid off," he notes proudly.

"Our message is about building something that's going to be around for a long, long time," he concludes. "We want to create a legacy that can be remembered for hopefully the decades to come."

With leaders like Mikhial Noble at the helm, Blue Wave is poised to make a lasting impact on the seafood industry, riding the crest of innovation, quality, and sustainability. The journey from a family-run business to a major player in the Australian seafood market has been challenging at times, but it's these experiences that have shaped the company and its people. As Mikhial reflects, "Where I've come as a person... we appreciate the good times more now."