Public-private promotion program that supports the international positioning of Chilean exporting industries, through the creation, design and implementation of sector-specific brands through international marketing campaigns aimed at strengthening Chile’s country image abroad.
The Merluza Austral Chile brand is the result of the partnership between the Industrial Fishing Association of the Region X, XI and XII Macrozone (Federación Gremial de Industriales Pesqueros de la Macro Zona X, XI y XII Regiones -FIPES) and ProChile. It seeks to strengthen the degree to which consumers value this product and increase the preference for southern hake (Merluccius australis), particularly in the sector of haute cuisine professionals and among consumers looking for products of excellence in the Spanish market.
Target market: Spain.
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.
