Chile aims to distinguish itself as a producer of high quality seafood. (Photo: Corfo/FIS)
Million dollar investment to promote Chilean mussels in Russia
Thursday, September 02, 2010, 16:50 (GMT + 9)
The Chilean government and mussel producers which are part of the Association of Chilean Mussel Producers
(AMI Chile) will invest USD 1 million to re-position and market Chilean mussels in the Russian market.
The project, which is one of nine winners at the 'Sector Brands 2010' contest, aims to develop branding for mussel exports by promoting the attributes of Chile as the country of origin, in Moscow and St. Petersburg.
Both Russian cities are inhabited by more than 17 million people.
Proponents of the proposal plan to develop a distinction to empower Chile as a producer of seafood high in diversity and quality, and as a global exporter of food.
Hernán Cheyre, executive vice president of Corfo, said that "sectoral brands are a great opportunity for SMEs to make a leap in the internationalisation of businesses, and by association, to also address broader markets which previously would have been more difficult to enter individually."
Meanwhile, the director of the Export Promotion Bureau of ProChile
, Felix De Vicente, said the "branding will allow us, firstly, to strengthen our positioning in productive sectors with export traditions, which should strengthen our market presence along with aggressive marketing campaigns."
"And on the other hand, show the world that Chile has high quality products and services in sectors other than those that we are usually known for," he said, according to El Llanquihue.
By Analia Murias