The Chile Mussel From Patagonia brand is headed by Mussels Producer Association of Chile (AMICHILE) working along ProChile, and seeking to internationally position the Chilean mussel sector.
Since 2011, Chile Mussel From Patagonia has developed successful campaigns aiming to diversify their target markets for Chilean exports, including Russia, Brazil, China, and the United States.
These campaigns have allowed to position the Chilean mussel, relating it to the product's competitive advantages and origin. Chilean seafood for export has been associated with its main differentiate attributes: A product that is healthy, natural, tasty, farmed in the cold, clean waters of the South Pacific, originated on a serious and reliable country. In this way, the brand reflects the main attributes and strengths of the sector, contributing to Chile's image, by enhancing it as a seafood producer of the greatest diversity and quality.
Target markets: Russia, Brazil, United States and China.
Main brand's attributes:
The actions of the brand have contemplated a series of marketing and promotion activities, including participation in food fairs, gastronomic events, organisation of cooking shows with Chilean seafood, partnerships with local chefs, and communication through social networks to make this product’s culinary and nutritious advantages known to the importers, distributors, chefs, retailers and local opinion leaders.