CAMANCHACA STRENGTHENS ITS BRAND POSITIONING

Camanchaca strengthens its brand positioning. Camanchaca is strengthening its Pier33 brand, incorporating new products and recruiting teams to give it greater visibility.

Determined to grow significantly with its brand to the final consumer Pier 33 in the United States is the Chilean fishery and salmon company Camanchaca, which, although it has had a commercial office in Miami for more than 20 years, in recent times has been giving it a boost additional.

Juan Carlos Ferrer, Camanchaca’s Corporate Business Manager, who basically oversees the company’s entire commercial strategy, moved to the United States about a year ago, from where he directs relations with buyers, mainly retail chains and restaurants. Half of the company’s sales go through that place, he says.

Although salmon -due to price and volume- takes centre stage in their sales mix, they also market other marine products such as mussels, shrimp and, now, abalone. Some of our own production and others, such as the Argentine red shrimp, from third parties.

Recently, the executive was in Boston, where he participated in the seafood Expo North America, the main trade fair for the industry worldwide, where he took the opportunity to publicise part of these plans, which includes a series of product launches, in addition to to make contact with the rest of the industry.

Ferrer says that, as an office, they are seeking to strengthen their variety of products, to supply everything related to seafood to supermarkets and restaurants.

Pier 33 Profile

Abroad, frozen products with higher added value are marketed under the brands Camanchaca Gourmet in Mexico and Pier 33 in the United States. For this reason, Ferrer says, they recently recruited a new director of corporate marketing.

Thus, to their offices in Miami -where they have almost 30 professionals- came the expert in this discipline Richard Álvarez, who has had a long career in businesses related to retail, such as having been Global Marketing Director of Keurig Dr Pepper, known for its beverage brand.

“He is going to push a whole strategy that we had, but we want to refine it,” he says, adding that today in the world of seafood -as well as in other industries-, the brand is a differentiating element.

Within the strategy to reach the final consumer, they have been working for some time with the last-mile food products firm Instacart in the United States.

Market that does not decline

Although 2020 was hit by the pandemic, due to the restrictions on thousands of restaurants operating in the countries where they have a presence, Ferrer explains that the market recovered quickly and 2021 was a very good year.

For 2022, despite the new variants and the war between Russia and Ukraine, the outlook remains positive, because it is increasing in volume and prices.

In addition, just as there were other markets that were closed, in the case of the United States, which is very important for the company, it had the advantage of being very reliable in its demand, something that it hopes will continue.

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