Felix de Vicente, Prochile director. (Photo: YouTube/CongresoChile/BCN)
Sector brand 'Salmon from Chile,' strong bet on Brazilian market
Tuesday, May 29, 2012, 01:10 (GMT + 9)
The Association of Salmon Industry AG (SalmonChile) and ProChile plan to launch the sector brand "Salmon from Chile' in a couple of weeks, with which they intend to promote this product in the Brazilian market.
According to Félix de Vicente, ProChile director, this initiative could generate a 50 per cent increase in annual volume of Chilean salmon exports to Brazil.
"Salmon is considered a high level type of food in Brazil. Given the conditions of that market, if we are able to democratize consumption for the next year, we will increase the volume of salmon shipment to this country by 50 per cent," pointed out Vicente.
The final consumer will be approached through a mass media campaign, primarily on television, magazines and social networks.
However, the Chilean salmon will also be promoted in Brazilian supermarkets.
"The campaign strategy is to position the brand 'Salmon from Chile' in the Brazilian consumer, showing the versatility of this product in terms of consumption occasions and that it is for the whole family (adults and children) and for any day of the week," explained ProChile director.
The campaign will focus on women "as the decision-taking power as to food for the family," he added.
To promote the sector brand, about USD 2 million will be allocated, according to Aqua.
Brazil ranks third among the countries importing Chilean food, behind the United States and Japan.
Last year, Chile sent 47,192.6 tonnes of salmon for USD 283.2 million to the Brazilian market.
But Vincent noted that while 99 per cent of the salmon imported by Brazil comes from Chile, consumers are often unaware of the origin of the product.
In this regard, he stressed that "sector brands aim to highlight the origin of the food," El Mercurio reported.
The fishery products imported by Brazil in 2011 were: other frozen fillets of fish, fresh Pacific salmon, dried and salted cod, dried polar cod, frozen hake fillets, frozen cod, frozen blue shark, frozen sardines and other frozen salted fish, according to statistics from ProChile.
ProChile and SalmonChile aim to increase the consumption of aquaculture products in Brazil taking advantage of the large number of Japanese colonies living in that country.
"While at present we address the areas of Sao Paulo and Rio de Janeiro, the influence of these two cities and the number of people living there due to tourism or to business, suggests that there is a multiplying effect of recognition of the brand in other cities in Brazil," such as in Brasilia," stated ProChile director.
If the brand 'Salmon from Chile' is successful in Brazil, this initiative could be replicated in other nations.
- Brazil on the way to becoming main market for Chilean salmon
By Analia Murias