Over 200 years of collective experience in seafood traceability.
Leadership Team
Our leadership team brings global expertise in seafood, retail, tech, and compliance—with a shared commitment to innovation and customer success. We aim to simplify and deliver more innovative, efficient traceability solutions to help seafood businesses thrive.
Phil Werdal
Founder and CEO
Phil founded Trace Register in 2005 after co-founding Jubilee Fisheries in Alaska. He gained global seafood experience as a U.S. Government fisheries observer on Japanese vessels and spent 20 years representing the U.S. Surimi Commission in Japan. He is fluent in both English and Japanese.
Chris Bradford
Chief Customer Officer
Joining Trace Register in 2022, Chris’ leadership focuses on collaboration, innovation, and long-term client value. She brings deep retail and seafood expertise and a proven track record driving business growth. Her career includes numerous roles with Walmart and Sam’s Club.
Sayo Morita Kijima
Vice President, Customer Success
Sayo joined the company in 2007 and is based in her home country of Japan. She spent several years in Seattle and comes from a family with a long history in the seafood industry—her father was a fishing boat captain and seafood company manager. Sayo is fluent in Japanese and English.
Peter Larkins
Vice President, Integration
Peter joined Trace Register in 2008. He works with clients and GDST-capable partners to ensure data compatibility and streamline platform integration. With hands-on experience in global fisheries and advanced degrees in aquaculture and business, Peter speaks English, Spanish, and Indonesian.
Bill Franceschine
Vice President, Technology
Joining Trace Register in 2007, Bill leads the development team, focusing on strategy, practical solutions, and producing clean code. With 30+ years in software development, his experience ranges from medical office software management to large retail grocery management.
Jason Hendsch
Director, Sales
Jason joined Trace Register in 2021. His consultative, results-driven, and collaborative approach ensures that clients receive maximum value. He is fluent in English and Spanish and brings strong sales expertise and cultural fluency across U.S. and LATAM markets.
Havah Kinne
Director, Customer Success
Havah joined Trace Register in 2022 with a passion for people, seafood, and service. She has an extensive business background in retail and seafood industries, plus firsthand compliance knowledge, including SIMP and NOAA. Havah supports customers and leads engagement efforts.
Zak Cobb
Director, IT
Zak joined Trace Register in 2012, bringing a breadth of experience from many years in the IT world. His expertise encompasses design plus implementation, and management of small to large IT systems. He oversees all infrastructure and ensures reliability across platforms.
Customer Success Team
Our customer success team delivers 1:1 expert training, responsive support, and hands-on guidance. Multilingual and with deep industry knowledge, our team helps you onboard, troubleshoot, and scale—so you get the most value from your traceability solution.
Meina Fan
Customer Success
Meina joined Trace Register in 2008. Based in China, she supports clients across Asia and the U.S. East Coast by listening carefully to understand their needs. Meina values solving challenges and tests software to ensure its quality. Meina’s native language is Chinese, and she is fluent in English.
Pham Thi Man
Customer Success
Pham joined Trace Register in 2010. She supports customers, creates training materials, and helps to test software. Based in Vietnam, she finds purpose in promoting transparency and responsibility through seafood traceability. Pham’s native language is Vietnamese, and she is fluent in English.
Finny Sigar
Customer Success
Based in Thailand, Finny joined Trace Register in 2010. She supports clients in Indonesia, Malaysia, and parts of the U.S. She’s passionate about solving challenges, building strong relationships, and helping clients be successful. Finny’s native language is Indonesian, and she is fluent in English.
Pornpimol “Nui” Chaitekul
Customer Success
Nui joined Trace Register in 2022. She supports new clients with training and data setup and helps all customers when they encounter problems. Based in Thailand, she assists with bug reporting and creating training documentation. Nui’s native language is Thai, and she is fluent in English.
Join Our Team!
Want to join our team? Email us your resume and tell us a little bit about why you’d like to be a part of Trace Register.
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