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Chilean salmon marketing group preparing 2019 campaigns

Fledgling marketing council has spent the past several months gaining knowledge of the US salmon market.

The Chilean Salmon Marketing Council (CSMC) has been hard at work refining its knowledge of the US salmon market, where it hopes its future efforts will ultimately boost consumption of America’s second-most consumed seafood.

The group, officially launched in March at the Boston seafood show, has been working the past several months with two independent market research firms -- including powerhouse Datassential -- to better learn the workings of the US salmon market, Jim Griffin, CSMC executive director, told IntraFish.

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“As we explored 2018/2019 steps, we decided we needed more information from the market to better understand perceptions of seafood, in a broad sense, and of salmon, farmed salmon and Chilean salmon at the buyer level, through foodservice and retail,” said Griffin. "We want to understand this through the lens of buyers who control retail offerings and menus, for example."

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The news is good for salmon, said Griffin. CSMC’s research shows salmon is the most popular fish on US restaurant menus, with 43 percent menu penetration across all restaurant segments. The data also reveal tremendous opportunities for growth and expanded market penetration.

The marketing group is now working on a series of campaigns it expects to roll out in the new year that will target both buyers and consumers.

CSMC also expects to celebrate its one-year anniversary at the 2019 Boston seafood show with a roadshow of sorts, showcasing the work it has completed and celebrating what has been an excellent year for Chilean salmon sales in the US market, where Chile holds a 50 percent market share, said Griffin.

Last March, the marketing group unveiled its brand label, which it said will be appearing on Chilean salmon products in the US market.

The group started with 11 members but now has 10 because of the acquisition of AquaChile by Agrosuper.

Industry trade group SalmonChile has arranged for member organizations to allocate funding based on each organization’s production volume.


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