September 3, 2019 — Chinese consumers are increasingly interested in sustainability, according to Song Peng, the CEO of Qingdao Beiyang Jiamei Aquatic Products Co. Established in 2009, the firm distributes seafood to supermarkets and online markets in China under the “Seamix” brand, using the marketing slogan “Food safety, responsibility, sustainability.” The firm’s imports include Arctic shrimp, cod, salmon, Ecuadorian shrimp, and Greenland halibut. SeafoodSource talked to Song about the firm’s marketing strategy for certified sustainable products.
SeafoodSource: When and how did you discover the MSC certification program?
Peng: We started as a processor and then entered the domestic market. In 2010, we started to process MSC-certified cod and haddock for the European and American markets. We are now the leading supplier of MSC products in China market in terms of SKUs [stock keeping units].