Seafood News Foodservice & Retail

Japanese firm launches packaging line

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By Lindsey Partos, SeafoodSource contributing editor, reporting from Paris
29 April, 2009 - High-end Japanese seafood supplier Hokkai Suisan has launched a new packaging line to attract new business.
 
Founded in 1993, the firm has built a market serving expat Japanese communities with high quality Japanese fish products.
 
But reaching out to expand its consumer-base, Hokkai Suisan recently invested over EUR 20,000 (USD 392,000) in a new design and packing line.
 
"Products for the Japanese communities are usually in clear vacuum packs," said Marinus Noordenbos, director at Hokkai Suisan. "But when we started to target the retailers, we found we needed to make on recognizable packing line."
 
Officially launched at the European Seafood Exposition, the packaging line bears a set of simple illustrations on the back that explain to the consumer how to defrost and prepare the product.
 
"Our design was inspired by Japanese packaging, which frequently use drawings for instructions," added Noordenbos.
 
The packaging includes three languages: Dutch, German and English.
 
The firm "uses the Japanese palate" for its taste profile benchmark," and "high-quality" ingredients resulting in prices that tip to the high-end, said Noordenbos. Hokkai Suisan's sushi party pack retails for about EUR 9.90 (USD 12.94).

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