Chilean Salmon Marketing Council Targets US Consumers

The Chilean Salmon Marketing Council (CSMC), a US-based entity engaged in strengthening the reputation and improving the image of salmon from Chile among consumers, has launched a new creative campaign. "The Promise of Patagonia" promotion utilizes print, online and out-of-home channels to highlight the sourcing of sustainably raised salmon from “a place where nature and nurture meet.”

The salmon industry is a huge business in Chile, generating $4.1 billion worth of exports last year, according to IndexSalmon. The US is the biggest market, buying 156.3 thousand tons – up 21.5% over 2017. Japan ranks second at 116.6 thousand tons (+19%), followed by Russia at 59.7 thousand tons and China at 38.8 thousand tons.

Promise of Patagonia"The mystique of Patagonia is well known," said Ricardo Garcia Holtz, chief executive officer of Santiago-headquartered Camanchaca S.A., vice chairman of Salmones Camanchaca and chairman of CSMC. "We are emphasizing the pristine Patagonian region of Chile, where salmon is raised in the pure coastal Antarctic waters. As stewards of this remarkable ecology, CSMC's members proudly produce high quality salmon using environmentally responsible and sustainable aquaculture."

"The Promise of Patagonia" will also signify CSMC members' commitment to the welfare of the region's salmon and to the environment in bringing a high quality, reliable and nutritious fish to market year-round. As a proof-point to this commitment, SalmonChile, the national association for the salmon industry in Chile, CSMC, and the Monterey Bay Aquarium (MBA) collaborated to form the Chilean Salmon Antibiotic Reduction Program (CSARP), a landmark initiative to reduce antibiotic use by 50% as a step toward reaching a Seafood Watch Good Alternative by 2025.

"A 50% reduction in antibiotic use, in concert with other improvements to the industry, could lead to a Good Alternative recommendation. Improvement on that scale is excellent news for Patagonia, and for everyone around the world who enjoys Chilean salmon. We're proud to support this work and are hopeful to see real change along the way to our 2025 goal," said Jennifer Kemmerly, director of Global Fisheries and Aquaculture at the Monterey Bay Aquarium, a non-profit organization whose mission is to inspire conservation of the ocean.

"Never before has our industry made such a bold commitment," said Arturo Clement, chief executive officer of SalmonChile. "We are excited to work together as an industry and with the Monterey Bay Aquarium to fulfill this extremely important goal. We have made significant advances in salmon farming over the past four years and always work to minimize the use of antibiotics. Collaborating to further this work is a major step we can take toward continuous and quantifiable improvement."

"We already have companies in Chile with positive Seafood Watch ratings. It has been my dream to see Chile's Seafood Watch rating, as a whole country, move in a positive direction," said James Griffin, CSMC's director. "It's a highlight of my career to be part of the effort to achieve this goal. In the coming years, this will be our focus, and US consumers and the people of the Chilean Patagonia will benefit, but the ultimate beneficiary will be the ocean and ecology of such a pristine part of the world."

Member companies of CSMC include AgroSuper (Aquachile, Los Fiordos, Verlasso), Cermaq Chile, MultiExport Foods, Australis, Salmones Camachaca, Blumar, Ventisqueros, Salmones Austral, Marine Farm, Salmones Magallanes.

 CSMC Monterey Bay Aquarium and SalmonChileGathered to launch “The Promise of Patagonia” campaign are (left to right): Arturo Clement, SalmonChile’s president and ceo; Jennifer Dianto Kemmerly, director of Global Fisheries and Aquaculture, Monterey Bay Aquarium; Tyler Isaac, senior aquaculture scientist, Monterey Bay Aquarium; Rolando Ibar ra Olmedo, SalmonChile’s fish health and food safety manager; Wendy Norden, science director, Monterey Bay Aquarium; Melanie Whatmore, SalmonChile’s marketing director; James Griffin, CSMC’s executive director.