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Idealog—in the ideas business

NZ King Salmon out to capture Japanese hearts

NZ King Salmon is working with with two of Japan’s largest retail centralised buying organisations (CBOs) to expand its market reach to 80 supermarket chains comprising 2500 stores.

The company says it's just one of several new projects featuring its export brands in Japan, China and North America, and helping to drive brand awareness for Marlborough.

The goal is to triple market share there to around nine percent within three years.

NZ King Salmon Japan country manager Rob Morris says the alignment provides benefits in marketing efficiency and new product development.

NZ King Salmon was selling to eight new chains and negotiating with a further 40, he said.

“The CBOs are helping us with sales support, marketing promotions and enabling us to exhibit at their own trade shows as well as introducing us to the decision makers of their chains," he said.

“Simply because of the way things are done in Japan we have identified most of our likely growth will be in retail. Seafood is more an everyday staple for Japanese consumers so products such as fresh salmon tend to be purchased daily by households for consumption at home."

NZ King Salmon export marketing manager Mel Shirley says the domestic market is strong but export growth is showing huge potential.

The company produces 8,500 metric tonnes of king salmon a year or 70 percent of New Zealand’s salmon production. It claims to be the world’s biggest farmer and supplier of the king salmon variety with 55 percent of the global market and total sales of more than $100 million annually.

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