Two Canadian firms are taking a novel approach in their joint effort to promoting their oysters in China.
Hanington Foods – known as Han Ning Dun Food Co in Mandarin, and Maison BeauSoleil – known as Mei Sen Bo Suo Lai Inc. – drew a crowd when they served up the premium grade wild Malpeque oysters from Prince Edward Island and BeauSoleil oysters from New Brunswick at the Olé supermarket in the upmarket Tai Koo mall in Guangzhou. Consumers queued up to see “Hanington Wild Oysters” and “French Kiss” oysters being prepared by the Canadian oyster-shucking champion, Daniel Notkin, and eaten at the concept kitchen of an upmarket supermarket in Shenzhen.
It’s an interesting marketing ploy, given the Chinese marketing executives frequently associate all things romantic and sophisticated with France. “French Kiss Oysters” are actually farmed in a Frenc- speaking region of Atlantic Canada. Lannia Pan MacAleer, who organized this promotional campaign, also stressed that the “Hanington Wild Oysters” are a unique and rare delicacy, as only five percent of the world’s oyster production is wild-caught.
Hanington and Maison BeaiSoleil, like other similar-sized firms, have been able to capitalize on an evolving Chinese retail scene to tap demand in China. Owned by the state-owned conglomerate China Resources, the Olé supermarket chain typically locates stores in high-end malls being built around China by major developers like Swire, which has been building Tai Koo malls nationwide.
Similarly to other pricy chains, Olé has in recent years added a “concept kitchen” where educational sessions and promotional events are hosted and customers can buy cooked food to take away or eat in.
