SeafoodSource interviews Denis Brunotte about the launch of Delimar’s new Marine Stewardship Council-certified Wild Salmon Fillet with Potato Crust. Brunotte, the German seafood company’s sales manager for the United States, discusses the market’s trend toward prepared seafood entrées and the company’s goals to expand into in the U.S. market.
Grandin: What was the motivation behind creating Delimar’s MSC Wild Salmon fillet with Potato Crust?
Brunotte: In Western European countries and in the U.S., there is a developing trend toward more ready-meals. The most common reason for that is because in modern families both partners typically have jobs. Children are usually in schools full-time. Since there is a tendency toward individuality, it seems that outside the professional commitment there remains little time for cooking. We at Delimar have observed this development in recent years and have adapted our portfolio accordingly.
Talk about your partnership with the MSC. What did it take to get the product certified?
We have had a thriving partnership with the MSC since 2008. To get new products certified can be done very easily and quickly due to our previous cooperation with MSC. We are audited by MSC once a year and can prove our capability to meet the rules of the MSC without difficulty.
Where do you source your salmon for this product?
The Pacific wild salmon comes from the certified regions of the Gulf of Alaska and the Bering Sea.
Do you anticipate the MSC eco-label will help boost product sales?
In Europe, the MSC logo is a widespread and recognized logo. We think that consumer acceptance is also available and growing in the United States and will support the sale of the product positively.
Has Delimar done any market research about eco-labeled seafood at retail?
We have not done any market research because there is no need. We are an established company that is very successful for many years on the European market. Regarding the U.S. market, we have analyzed the market in-depth with the conclusion that our next step is to enter it.
Is the goal to launch more Delimar products with either the MSC eco-label or other eco-labels?
Of course, we have other MSC products. We are constantly trying to increase the amount of seafood sourced from sustainable fisheries. It is part of our strategy to maintain the sustainability of seafood products upright. We at Delimar take sustainability as a high priority since it is our responsibility not to be part of the problem of overfishing, but part of the solution. Therefore, we are cooperating with MSC, Aquaculture Stewardship Council, GlobalGAP, Forest Stewardshp Council and World Wildlife Fund.
What are the challenges of launching a new seafood product in the U.S. market?
The challenge is the market itself. So far we have no experience in the U.S. market, and no experience with U.S. consumers or their needs. It will be an exciting time for Delimar. We have looked forward to the opportunity to introduce our products in the U.S market. We hope that the American consumers will take a chance on a new product and that we will obtain only positive feedback.
How successful has this product been in Europe?
This product is fully established on the German and European markets, such as England, Austria, Switzerland, Netherlands, etc. As a result, more products of this type with the MSC-certified raw salmon have been ordered from retail customers. Other product varieties include salmon with Leek Topping, Italienne, Provencial, etc.
Where is the product marketed and sold?
At large supermarkets and discount chains in Germany such as Aldi, Lidl, Cash & Carry (Metro and Fegro), as well as in England, Austria, etc.
What has customer feedback been like so far?
It started with one topping idea and has now established itself into six different varieties in stores (retail and food and cash and carry). The success, which retailers and wholesalers are promoting us with new listings, speaks for itself.
