Salmon distributor BluGlacier appoints new CMO in “first step to evolve into a consumer-facing lifestyle brand”

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One of Chile’s largest salmon exporters has created role to revamp its market strategy.

In a press release, BluGlacier – which is jointly owned by Chilean salmon farmers Salmones Blumar and Ventisqueros – has announced the appointment of its chief marketing officer, Evelyn Torres.

Torres will lead the importer’s efforts to elevate the brand’s presence in North America from its U.S. headquarters in Miami, FL. Torres’ immediate plans involve the introduction of consumer-facing initiatives inclusive of strategic brand partnerships and revamping of the go-to-market strategy.

Wholesalers
Its Silverside Premium brand of farmed coho salmon as well as Atlantic salmon products have been distributed by BluGlacier over the past nine years to wholesalers such as Walmart, CostCo and Kroger.

“Marketing is new to the salmon industry since most sales tactics are focused on B2B initiatives. Salmon has traditionally been a commodity business hedging prices based on supply and demand,” said Torres. “My role is to challenge this conversation and build an appealing B2C lifestyle marketing strategy, and a team that will position BluGlacier as an industry leader for sustainable ocean-raised salmon.”

Consumer awareness
In her new role, Torres will serve as a creative leader in BluGlacier’s Miami office with the responsibility of linking its product line to the customer-focused operations of the business units to build the brand for North America. She is focused on the go-to-market strategy to create consumer awareness, and drive customer preference for the brand through all channels.

Torres previously worked for Deloitte, Nielsen and Anheuser-Busch InBev.

BluGlacier CEO Sebastian Goycoolea. PHOTO: LinkedIn

Superior wellness company
It wrote that its new CMO has already facilted BluGlacier’s fish being chosen as the official salmon partner of Miami City Ballet Gala, as well as participation in the South Beach Food and Wine Festival and overseeing the soon-to-launch website revamp.

“Our consumers and partners are at the heart of everything we do, and that focus is reflected in our mission to become a superior wellness company in addition to being a reliable source of protein,” said BluGlacier CEO Sebastian Goycoolea. “We are delighted to have Evelyn on board as her extensive background in marketing and consumer experience will further the success of BluGlacier.”