One of Chile’s leading seafood producers is teaming with a German restaurant chain for an event in China designed to market its salmon range to upmarket Shanghai residents.
Super Salmon, the brand operated by Chilean conglomerate AgroSuper is showcasing its products to Chinese consumers with a Halloween event at a Vapiano restaurant in Shanghai. Owned by a German private equity firm, Vapiano is a quick-service food chain specializing in Italian fare that itself is launching a campaign to open more outlets across China.
AgroSuper, which moved to purchase Chilean salmon farming company AquaChile in August, is promising “delicious” and “safe” salmon product from “freezing sea waters” in the promotion.
Separately, Norwegian salmon farming firm Bakkafrost has teamed up in a supply deal with Akasakatei, a brand of Japanese-style restaurants operated by Shanghai Chi Ban Ting Food and Beverage Co.
China’s intensely competitive restaurant market has seen a major shift among key younger consumers towards health-themed, quick-serve food served in trendy outlets usually located in malls and office blocks.
Salmon has also become more popular in the Chinese retail scene. The Guangzhou Xin Bao Salmon Chain Stores Co - a subsidiary of the Guangzhou Jun Hui Export-Import Co (also known as Guangzhou Convergency Trade Co.) – has opened stores across southern China offering salmon in various formats, including processed product supplied by Qingdao Ai Yuan Food Co (which operates the Ai Yu brand), a large processor that has been seeking to move away from contract processing for reexport while expanding its exposure to higher-yield products and imports.
Photo courtesy of Vapiano
