Sardimar Seeks Growth in Guatemala and El Salvador

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

Tuesday, August 17, 2010

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".

More on this topic

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 .

Guatemala to Invest $12 Million in Tourism Promotion

March 2011

Inguat, Guatemala's tourism authority, unveiled a $12 million promotion plan which includes advertising both in the country and abroad, as well participating in trade fairs.

This plan breaks in $5,2 million for advertising the country abroad, $1,95 million for domestic advertising, $1,17 million for assistance and touristic information (including the "Safe Guatemala" campaign), $1,56 million to participate in international fairs, among other expenses.

Grupo Calvo Grows in Costa Rica

February 2010

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

Sardimar looking to consolidate brand in Europe

January 2009

In 2009, the Costa Rican company is planning to consolidate its brand in the UK, Spain and Germany.

According to reports on "Sardimar also plans to sell Tonnino, its gourmet tuna, in Belgium, Holland, and Luxemburg, said Gabriela Munoz, Business Development manager at the company.

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