Puerto Montt, Chile-based salmon-farming firm Ventisqueros has relaunched its premium coho salmon brand, Silverside, in Japan with a global campaign titled “Step into a Silverside.”
“Japan has been a fundamental market since our inception more than 35 years ago. Today, it is consolidated as the most relevant destination for the Chilean coho salmon industry,” Ventisqueros said on its LinkedIn page.
The brand relaunch, which took place in Tokyo and brought together more than 80 strategic customers in Japan, was designed to respond to the biological and logistical demands of an extremely complex retail and foodservice supply chain, the company said.
The relaunch included new packaging design, which Ventisqueros said represented its production strategy based on three critical business pillars:
- Quality and freshness;
- Real and measurable sustainability; and
- Innovation and reliability with applied technology to ensure animal welfare and operational efficiency
“Sustainability sells if there is quality. Premium markets do not separate environmental commitment from physical attributes; both go hand in hand,” the company said.
Coho salmon has comprised Ventisqueros’ highest sales growth in recent years, achieving 82 percent expansion in sales value between 2021 and 2025 and reaching triple-digit growth rates in 65 of its 73 markets over that time frame.
Ventisqueros Chief Commercial Officer Javier Calvo told SeafoodSource earlier this year that the firm is increasingly aiming to make coho a prioritized focus.
Currently, the firm’s sales are roughly evenly split between Atlantic salmon and coho, but the goal is to have that ratio shift to 60 percent in coho’s favor by 2030, Calvo said.
“We’ve been working on that, and we will continue to do so. There are some very heavy investments – not in purchasing other companies but organically, investing internally,” he said.
