Supplier launches new retail line to take advantage of the Spanish seafood market

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Spanish tuna supplier Frime is launching a new retail brand to take advantage of recent changes and growth in domestic seafood consumption in the country.

The company launched the Koldfin brand in July as part of its strategy to grow in the Fast-Moving Consumer Goods (FMCG) segment by adding value to supermarket seafood shelves.

Frime is developing the tuna product line “to meet new emerging needs of the end consumer in domestic seafood consumption,” he said.

The product line includes the most common cuts on the market for daily consumption of tuna, such as steaks, but also products created to cover niche markets with cuts for specific recipes or types of consumption.

The company plans in the short term to expand the product line with different sub-brands under the Koldfin umbrella.

It will also expand to other fish species and develop new formats and products to introduce the brand in categories where tuna is not present or has great growth potential.

Traditionally, Frime has developed its commercial activity in the professional segment, becoming the largest operator of distribution and marketing of processed yellowfin in Europe.

The company was established in 1977 and is the European business partner of Mexican company Pesca Azteca / PINSA, the world’s largest producer of yellowfin tuna certified by the Marine Stewardship Council (MSC).

It is a leading company in the commercialization of processed yellowfin in Europe with a volume of 20,000 tonnes per year.

The company, located in Barcelona and chaired by Salvador Ramon, has an annual turnover of 130 million euros (153.7 million dollars).

Frime has more than 300 employees in three processing plants: one dedicated to the production of cephalopods and two plants dedicated to the production of tuna portions.

In addition to its new line, Frime will expand its production capacity in the last quarter of 2021 with a new factory in La Roca del Valles in Barcelona, ​​with 8,500 square meters of frozen food processing plant.

A new frozen warehouse with an area of ​​4,600 square meters located in Castelloli, Barcelona, ​​is also planned for 2022.

In September 2020, the group appointed Pablo Mugica as the new CEO. Mugica joined the Spanish frozen seafood company Krustagroup where he was CEO since 2009.

During his time at Krustagroup, the company experienced growth in its retail business while adding an international dimension to its sales, forging strategic alliances with companies such as Camanchaca in the United States.


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