Irish to target Japanese seafood market under ‘Delicious Ireland’ brand –

Irish to target Japanese seafood market under ‘Delicious Ireland’ brand Published:  28 June, 2006

A MAJOR new advertising campaign has been launched in Tokyo in an effort to persuade the Japanese public to buy Irish seafood products, the Irish public broadcaster reported. Four Irish sea-food companies have come together under the ‘Delicious Ireland’ brand to promote their products. The campaign was launched by Minister Micheál Martin as part of this week’s Irish trade mission to Japan and China. With a population of almost 130 million people, Japan is the largest consumer of seafood in the world. Every year Norway exports €450m worth of seafood to Japan and now the Irish are targeting some of that business. Four Irish sea-food companies, who normally compete against each other, have reportedly formed an alliance to capture a share of the market. The four companies, Atlanfish, Fastnet mussels, Kinvara smoked salmon and Shellfish De Lar Mer have teamed up with the Diagio Group which owns the Guinness brand. In Japan, Guinness is sold in some 20,000 outlets across the country. Diagio will reportedly actively promote the seafood range to its customers using the slogan ‘good with Guinness.’ The Delicious Ireland Campaign is hoping for sales of €10m for the first year. is published by Special Publications. Special Publications also publish FISHupdate magazine, Fish Farmer, the Fish Industry Yearbook, the Scottish Seafood Processors Federation Diary, the Fish Farmer Handbook and a range of wallplanners.