Miami (USA), Nov 14 (EFE) .- The subsidiary of the Spanish group Nueva Pescanova in the US intends to conquer the palate of the average American with new products made for this market, in which expects to increase its sales by 50% by 2020 to reach 150 million dollars.
Following in the footsteps of its parent company, Pescanova USA, based in Coral Gables, a city neighboring Miami, has designed a strategic plan to make the leap from wholesale to marketing and the retail business, says Richard Grant, its president and CEO, in a interview with Efe.
The 2017-2020 plan is based on the one adopted in the matrix since Ignacio GonzÃ¡lez assumed the address at the beginning of 2016 and means "reaching the channels of Retail (retailers) and Food Service (food services) organized with Pescanova brand ", underlines Grant, a Brit who has lived 25 years in Spain.
At Pescanova USA, the business at Up to now, 85% of the total represented a much higher percentage than in Spain, which gives an idea of â€‹â€‹the relevance of the task that Grant and his management team, formed by Greg Morgan, vice president of sales and marketing for food chains and organized distribution, and Jose Poyatos, marketing director, have ahead.
The goal is to enter the huge and full of opportunities subsector of food services organized in the US.
That includes creating products to the American taste and that respond to the needs of "convenience", understood as ease and comfort for consumption, and "health", because fish is considered a healthy protein source.
Pescanova Seafood Tapas, Pescanova Snacks and Pescanova Classics are the three product lines that will reach US consumers starting in 2018.
In March they will be presented at the Boston Seafood Fair, the most important showcase in the United States for fish and seafood products, and in April Pescanova USA products will start selling at Kroger, the second largest supermarket chain in the country, surpassed only by Walmart.
Kroger is based in Cincinnati (Ohio) and it is to that city and its inhabitants where Pescanova USA looks, says Grant to explain that it is not just about selling tapas or ceviches to Spaniards and Latinos in states like Florida where that community is big, but to encompass the whole of the US.
The tastes of the American consumer, including what it refers to the packaging, they were analyzed during six months and taken into account to create the new products, all elaborated with raw material raised in farms or captured in the ocean by Nueva Pescanova.
The USA, where Pescanova has been present for 20 years, constitutes 10% of the total business of the Spanish group and is the country of the 27 in which it operates where "probably" a "greater transformation" is necessary, according to GonzÃ¡lez.
Grupo Nueva Pescanova has a workforce of more than 12,000 people (1,100 in Spain) and with 18 processing plants, in which it processes more than 70 species of fish and shellfish that it commercializes in 80 countries.