Grupo Calvo Grows in Costa Rica

The tuna company looks to increase its share of the Costa Rican market to 11% in 2010.

Wednesday, February 10, 2010

According to Nielsen, the company now has a market share of 8.32%.

“Victor Pérez, country manager at Grupo Calvo, informed that Costa Ricans mostly buy oil products (45%), vegetables (25%) and tuna in water (10%)”, reported

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The Tuna Market in Costa Rica

August 2013

A total of 18 tuna brands are competing in a market that seven years ago was totally dominated by Sardimar.  

One example of the growth that has been seen in brands in this market is Grupo Calvo, who has had a steady increase in sales; 11% in 2010, 71% in 2011, 32% in 2012 and a projected 19% for 2013 .

Tuna Market in Costa Rica

September 2011

The companies Calvo and Sardimar are the major players in the tuna market in Costa Rica.

Sardimar, in addition to its own brand, also sells Pacífico Azul, Splash and Tesoro del Mar.

The Spanish group Calvo, sells only its own brand, which is imported from El Salvador.

The brands marketed by Sardimar have over 70% of the Costa Rican market, according to data provided by the company’s directors.

Sardimar Seeks Growth in Guatemala and El Salvador

August 2010

The company's five-year strategic plan focuses on increasing the per-capita consumption of tuna in these countries.

According to the company's estimates, current average consumption half a tin of tuna per year, whereas in Costa Rica this figure is 12 cans per person.

Gabriela Muñoz, Marketing Manager for Sardimar, told that, "the plan features television, radio and outdoor publicity as well as activities at points of sale and in zones of influence. The tactical objective is to highlight the benefits of this protein as healthy, practical, value for money, tasty and filling for all the family".

CAFTA Multilateralism and the Tuna Industry

April 2009

Sardimar and Calvo Group are involved in a dispute over tariffs generated by the implementation of the multilateral treaty imposed by the US-Central America Treaty.

The Spanish-owned Calvo Group has a tuna processing plant in El Salvador from which it exports to Costa Rica - among other places - having paid the country a customs duty of 15% until January 2009, and afterwards taking advantage of CAFTA benefits by not paying the tariff for tuna in oil and paying 2.2% for tuna in water. This will obviously hurt the local sales of Costa Rican-owned Sardimar, which is protesting, stating that the situation violates the provisions of the General Treaty of Central American Integration since Calvo Group operates in a free trade zone in El Salvador and is exempt from most national and municipal taxes and Sardimar considers this a subsidy in disguise.

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AKH Consulting Group Inc

Organization that operates in Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua and Panama.
Phone: (506) 8867 0592

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