CON­QUER­ING THE SEVEN SEAS

China Daily (Canada) - - SHANGHAI -

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.

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