Blumar and Ventisqueros-owned Chilean salmon importer BluGlacier on Tuesday announced it appointed Evelyn Torres as chief marketing officer.
Torres joins from Deloitte, having previously burnished her marketing credentials at Nielsen and Anheuser-Busch.
The founder of lifestyle website Brickellista, immediately plans to introduce consumer-oriented initiatives, including strategic brand partnerships, and overhaul the current marketing strategy.
She will lead efforts to raise the brand’s presence in North America from the company's US headquarters in Miami.
“Salmon has traditionally been a commodity business hedging prices based on supply and demand,” Torres said.
“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.”
BluGlacier is a 50/50 joint venture (JV) set up between Blumar and Ventisqueros through which they sell all their salmon going into the United States.
As well as Atlantic salmon, the company sells Ventisqueros’ premium coho line Silverside in the United States, but the short harvest season of the coho species has proven a limiting factor on the potential to grow the market.