CONQUERING THE SEVEN SEAS
managed by the same family for three generations. It is a market leader in Spain’s fish processing sector and its premium canned fish is sold across Europe, America and Africa.
Pu said that the acquisition of Conservas Albo not only enables Shanghai Fisheries to obtain the brand, marketing channels and its modern food processing product lines, but also opens the door to exploring the overseas consumer market and bringing back optimized products to the Chinese market.
Pu added that while canned seafood is very popular globally, Chinese are still not used to consuming such products, particularly tuna.
“Through the purchase of the European brand, we look to bring the product and brand home to Chinese consumers. Evoking a change in dining habits will take time, but it is possible,” said Pu.
He used raw salmon as an example, noting that more than a decade ago, very few Chinese consumed the product. However, following consistent advertisements of salmon’s high nutritional value, many Chinese today can be found eating this fish.
“We believe that nutritious canned tuna can be as popular as salmon in the future,” said Yang Huimin, president of Longmen Food Co Ltd, another brand under Shanghai Fisheries.
Together with its sister brand Shuijinyang, which stocks more premium products, Longmen has established major channels for Chinese consumers to buy imported seafood products from Shanghai Fisheries.
Pu said that the two brands launched a joint e-commerce flagship store on Tmall.com in June and has been receiving positive feedback from buyers since.