HILO >> Rex Matsuno, longtime president, CEO and chairman of the board of Suisan, this town’s pre-eminent fish market and food distribution company, died Thursday at age 96.

Steve Ueda, Matsuno’s grandson and current Suisan president, said his grandfather died at the Hale Anuenue Restorative Care Center in Hilo.

Suisan, founded in 1907, celebrated its 110th anniversary in September. Matsuno’s father, Kamezo Matsuno, founded the company along with a hui of 50 fishermen and fish sellers, eventually becoming the sole owner.

Rex Matsuno became president in 1967 but charted the expansion of Suisan beginning in the 1950s, when the company was basically restricted to selling fish. He led an ambitious diversification, expanding into frozen food and eventually into all manner of fresh produce and packaged food. More than 5,000 items are now listed in its inventory.

Matsuno retired in 2014.

“He was always looking for what people needed, a demand he could fill,” Ueda said. “He was very entrepreneurial.”

Suisan now reports gross annual sales of $82 million and employs 185 people from fish cutters to computer analysts. The fresh-produce operation is based in Kona; the seafood operation, in Hilo. Products are shipped throughout the state and to the mainland.

Ueda recalled a story his grandfather would tell about trying to secure Borden Dairy Co. products for Suisan, traveling to the corporate headquarters in Dallas with an associate.

“They sat in the president’s office all day trying to get an appointment,” Ueda said. Eventually they hit on the idea of giving the president’s secretary a lei, which led to a lunch date with the president.

It wasn’t all work, though. Ueda remembers that when he was growing up, his grandfather would set aside time for him. “Even though he was president of the company, he would always find the time to talk to me or take me fishing.”

He is survived by his wife, Ethel Y. Matsuno, daughters Esther S. Ueda and Christine Y. Matsuno, stepson Calen R. Matsuno, stepdaughters Luann R. Matsuno and Lisa R. Matsuno, two grandchildren and four step-grandchildren. Services are pending.