The sectoral brand "Merluza Austral Chile" was presented in the framework of the Chile to the World Exporting Encounter, Enexpro, which was organized by ProChile in Puerto Varas on May 10. One of the objectives of the brand is to make known in the Spanish market the unique identity, flavor and quality of this white meat fish, traditional from the southern zone of Chile. Subsequently, it will be replicated in other emerging markets. The director of ProChile, Alejandro Buvinic, and the general manager of the Federation of Southern Fishing Industries, Valeria Carvajal hake-austral1Puerto Varas, May 10, 2017.- With the challenge of developing the first sectoral brand for a wild capture fish in the country, ProChile and the Federation of Southern Fishing Industries, unveiled "Hake Austral Chile" , the new sector brand promoted by both entities, which aims to strengthen the value among consumers and increase the preference of this fish, especially in the sector of haute cuisine professionals and consumers seeking products of excellence in the Spanish market. The activity was led by the director of ProChile, Alejandro Buvinic, and the general manager of the Federation of Southern Fishing Industries, Valeria Carvajal, who indicated that this new brand will reinforce in Spain the unique identity, flavor and quality that it has. the southern hake of Chile (Merluccius australis), facing the challenges before the market, its competition and the demanding consumers of fish. "Today we launched this new Sectorial Brand that joins the rest of the 19 brands that we have active together with the private sector for the different products that make up our export basket. The target market is Spain, the main destination of our exports of Southern Hake, which in 2016 reached shipments of US $ 8 million. We believe that this product has a great opportunity to strengthen itself, since it represents the attributes of Chilean foods that are recognized throughout the world, "said ProChile director Alejandro Buvinic. For its part, Valeria Carvajal, said that "we have a fish product with a great differentiation that we want to distinguish itself from the rest of the hake that the Spanish market offers, because we are convinced of its quality, freshness and its own energy that comes from the waters Australes of Chile ".