November 7, 2013

Chile's salmon firms collaborate to penetrate the Chinese market

With an aim to promote Chilean salmon in China by using a common brand 'New World Currents', a business partnership composed of Camanchaca, Yadrán, Australis and Blumar was formed.

At present, the four companies together export around 4,000 tonnes of salmon annually to the Chinese market. And with the new business strategy, they intend to achieve short-term annual shipments of between 8,000 and 10,000 tonnes.

In the medium term, the goal is to reach 20,000 tonnes of salmon, the newspaper reported. The planned 10,000 tonnes represent less than 10% of the combined production of the associated companies.

The new brand includes various salmon marketing formats: whole specimens, fillets and portions, among others. It also presents qualities and quality standards to ensure the homogeneity of the product being exported to China.

According to the project manager in China, Erwin Campos, so far Chilean salmon production has focused on the US and Brazilian markets. Now, what is intended is to penetrate more in this new market in Asia.

"The goal is to diversify these markets and work hand in hand with local importers and distributors, allowing us to position the product in a country that has huge growth potential," he added.

In Shanghai, Campos will be responsible for implementing the strategy 'New World Currents'. In Chile, the business managers of the four firms, through an executive board, are to monitor the project and results. He stressed that Chinese consumers have evolved and are now willing to pay for good quality products.

In the past year, Chile exported 25,000 tonnes of salmon to China for a value amounting to US$113 million.

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