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Sector label launched to distinguish Chilean southern hake (merluza)Friday, May 12, 2017 > 11:09:06
With the challenge of developing the first sector label for a wild caught fish in the country, ProChile and the Federation of Southern Fisheries Industries (FIPES) announced "Merluza Austral Chile" (Chilean Southern Hake), the new sector label promoted by both entities.
This new label aims to strengthen the value among consumers and increase the preference for this fish, especially in the sector of haute cuisine professionals and consumers looking for products of excellence in the Spanish market.
The sector label was presented Wednesday in the framework of the Chilean Exporter to the World Meeting, ENEXPRO, organized by ProChile in Puerto Varas.
The activity was led by ProChile director Alejandro Buvinic and FIPES general manager Valeria Carvajal who indicated that this new label will reinforce the unique identity, taste and quality of Chile's southern hake (Merluccius Australis) in Spain, facing the challenges at the market, its competition and the demanding fish consumers.
"Today we are launching this new sector label that joins the rest of the 19 labels that we have active together with the private sector for the different products that make up our export basket. The target market is Spain, the main destination of our exports of southern hake, which in 2016 reached shipments for USD 8 million. We believe that this product has a great opportunity to strengthen itself, as it represents the attributes of Chilean food that are recognized throughout the world," stressed the director of ProChile.
For her part, Carvajal said that they want this Chilean product having high quality and freshness "to distinguish from the rest of the hake that is offered at the Spanish market.”
To date the label design stage has been carried out, during which the fish qualities that stand out and the target audience to which the campaign is directed are defined. As a result of this process, the label name, its graphic design and a positioning strategy were established.
After the launch in Puerto Varas, work will be carried out in the Iberian peninsula in the implementation of the label, and during the second semester activities will be performed to promote this Chilean fish in Spain.
In the future it is expected to replicate this campaign in other emerging markets.