Peter Vitasovich


I am a Director and the Chief Executive of Whakatohea Mussels.

Whakatohea Mussels is the first commercial open ocean marine farming operation in New Zealand. The company has recently constructed a new mussel processing facility in Opotiki currently employing 117 staff members to process and export mussel products farmed on the open ocean site.

I am a strategic thinker, with a good understanding of both the commercial sector and the political environment, along with hands-on experience of brand management, developing new routes to market, international sales and managing seafood and aquaculture processing and operations. I bring a professional attitude, combined with innovative thinking and high levels of energy, giving me the ability to be proactive in establishing networks and leading teams of people, as well as delivering on commercial objectives.


I have also had significant experience representing the aquaculture industry as Chairman of Aquaculture New Zealand and the seafood industry as a Director of Seafood New Zealand. I have worked extensively with successive New Zealand governments to promote the industry, both domestically and internationally.