The sectorial brand Merluza Austral Chile was created with the objective of strengthen the degree to which consumers value this product and increase preference for southern hake (Merluccius australis), particularly in the sector of haute cuisine professionals and among consumers that seek products of excellence in the Spanish market.
In a collaborative work along ProChile and the Industrial Fishing Association of the Austral Zone (FIPES), the first sectorial brand for a wild-catch fish from Chile was born. Due to its great quality, the southern hake is an ideal product for both simple and complex recipes. Its meat is white and exceptionally smooth, easy to debone, allowing a great variety of cuts. It is a light and healthy food, highly prized in haute cuisine. Southern hake is a product that, due to its characteristics and organoleptic properties, is closely linked to the gourmet world. Its colour, flavour and texture differentiate it from the rest and heightens it to be the queen of hakes.
Target market: Spain.
Main brand's attributes:
The sectorial brand Merluza Austral Chile was launched in the Spanish market during October 2017 within Chile's participation on the Vigo's Conexamar Fair, Spain, the most important of sea products in this market.