More than 140 representatives from the global salmon industry gathered together last week to analyze the protein’s growth opportunities and look at the challenges currently facing the salmon business in Chile, during the Chilean Salmon International Seminar: From Patagonia to the Table in Puerto Varas, Chile.
The seminar, organized by Alltech and sponsored by CORFO, SalmonChile and ProChile, provided key stakeholders in the Chilean salmon industry the opportunity to exchange strategies for advancing the sector and positioning Chilean salmon favorably in local and international markets.
Jorge Peña, Alltech Chile general manager, highlighted the importance of unity and the potential for the salmon industry to become consolidated as a country brand. “As an industry we have the obligation to generate a quality, value-added, sustainable product. This is a market requirement, and the Chilean salmon sector must stand up to the challenge,” Peña said. “The industry’s success is based on the unity of its various stakeholders. This is a strong sector, even in challenging times. Today we are going through times of change, with huge opportunities to consolidate our world leadership. Maybe we can create an identity for our salmon, and call it Patagonian Salmon.”
Ricardo Arriagada, Prochile regional director for the Los Lagos region, further elaborated on global salmon exports. According to Arriagada, Chile exports to 199 markets and six million people around the world are eating a serving of Chilean salmon every day.
“The importance of a brand is based both on functional and emotional considerations, and salmon has that advantage. Salmon has benefits we can highlight such as originating from Patagonia and its pristine waters, and we can all work together in that direction: brand positioning and differential branding based on our own values,” Arriagada said.
Challenges facing Chilean salmon farming
“Like every other industry, the Chilean salmon industry has been facing several challenges throughout its history. These challenges force us to revisit strategies and take steps to encourage sustainable development. Nutrition, health and a balance with nature are key pillars in animal production that should be revised to accomplish improved results and long-term business sustainability,” said Víctor Hugo Puchi, president of AquaChile Enterprise Directory.
Puchi discussed the power of a country brand for Chilean salmon and referred to the need to work together, with the participation of all those involved; government support; and marketing initiatives to build a strong and competitive brand in the world market.
“The future lies in the sea. Salmon and marine proteins have a great future. Salmon is a healthy, rich and wholesome protein, and Chile has exceptional conditions in terms of temperature and geographical location,” said Puchi. “We should build a brand based on content. The Patagonia waters evoke beauty around the world.”
Social impact
\"The development dynamics of the regions of Araucanía, Los Lagos, Aysén and Magellan are linked to the salmon industry. To go on producing salmon, neglecting the natural and social environment means being subject to a latent vulnerability of the business. In order to keep a leadership role in a world industry, we need to design strategies that strengthen the economic activity, protect the environment and support the cultural heritage and the social capital of our land,” said Rodrigo Wagner, Ph.D. in economics at Harvard University and associate professor of the School of Economics and Business, University of Chile.
Wagner referred to the significant growth of aquaculture and fisheries in the southern regions. Furthermore, he analyzed the impact of aquaculture on the area and its role in the reduction of poverty from 1998 to 2006, with indexes above average for the country. Wagner also discussed the importance of innovation, the need for a marketing and educational strategy at the industry level to position Chilean salmon and the contribution of all stakeholders to strengthen the economy while protecting the environment.
What does the consumer want?
“Consumer demands are constantly growing and focus on price-quality ratio, source information and product preparation. Listening to the market is a must,” said Luciana Lacerda, Pão de Açúcar supermarkets, Brazil. “Producers must ask themselves what the consumer is looking for, and hence partnering with distributors is essential. The traceability program is key to any company involved in producing, transporting, receiving and distributing products. Disclosing information to the end consumer is critical to correct any biases, as well as providing specific packaging.”
Together with Lacerda, Alejandro Romero, Alltech Latin America marketing manager emphasized that consumers are actually looking for quality, safety, differentiation, added value and sustainability. “They want to know where their food is coming from, and how the animals were fed before reaching their table,” Romero said. “Producers have a huge potential to develop strong brands and offer the value that consumers need along the food chain.”
