Russia was one of the main Chilean mussel markets in 2010. (Photo: AmiChile/Stock File/FIS)
Russian national mussel promotion campaign
Friday, September 02, 2011, 01:00 (GMT + 9)
Representatives of the Trade Committee and of the Board of the Association of mussel farmers in Chile (AmiChile) presented a generic brand (Seafood Chile) and the sector brand (Patagonia Mussel), which the Chilean mussel will have in the Russian market.
The main objective of AmiChile and of the Production Development Corporation (Corfo) is to launch a promotion campaign of this mollusc in Russia with the aim of highlighting its characteristics and nutritional benefits, and of increasing exports.
The presentation took place at Castillo Hidalgo de Santiago (Metropolitan Region) and was attended by authorities, entrepreneurs and chefs.
The project was announced by Daniel Silva, a member of AmiChile Trade Committee, who was also in charge of the launch of the Mussel Gastronomic Charter made by the Mussel Cluster, Aqua reported.
In the meeting the methodology used for the branding, the results obtained, the final brand and logo were discussed. In addition, the communication plan and the activities taking place in Russia from September to position the brand "Patagonia Mussel" were thoroughly explained.
“The Mussel Patagonia brand has generated a lot of consensus in the industry,” said Claudio Aracena, a representative of AmiChile Trade Committee. It is perceived as a very representative brand of the attributes we want to convey and position for the Chilean mussel in international markets and in Russia, in particular, which has generated a very interesting expectation regarding the potential of this market for our industry."
This project began in December last year by conducting weekly meetings and studies to gather information on the perceptions of the Chilean mussel within the sector and in the Russian market.
Aracena said that the studies performed led to the decision of basing the communication strategy on four key attributes of the Chilean mussel: quality, farmed in the pure and clean waters of the South Pacific, healthy and natural, and native to Chile.
After expressing satisfaction with the brands adopted, he also expressed the sector’s expectations as to the three-fold growth of exports to the Russian market in three years. He recalled that last year Russia was one of the main Chilean mussel markets, importing 1,850 tonnes of the mollusc.
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By Analia Murias