The Chilean Salmon Marketing Council (CSMC) is a U.S.-based nonprofit trade organization established to promote the consumption and awareness of Chilean salmon in North America. Formed by a coalition of major Chilean salmon producers, the council serves as a unified voice for the industry, driving consumer education, culinary inspiration, and retail and foodservice partnerships across the United States and Canada.
Organizational Mission
The core mission of the Chilean Salmon Marketing Council is to raise awareness about the benefits, versatility, and sustainability of Chilean salmon, positioning it as a high-quality, nutritious, and accessible seafood choice for North American consumers. The council aims to increase market demand, strengthen category relevance, and support long-term industry growth.
Industry Representation
CSMC represents the largest salmon exporters from Chile, accounting for a significant share of the country's total salmon exports to North America. Member companies include vertically integrated producers and exporters that adhere to global standards for aquaculture, sustainability, and food safety.
Key members include:
- AquaChile
- Cermaq Chile
- Multi X
- Australis Seafoods
- Blumar Seafoods
- Salmones Camanchaca
Together, these companies represent the majority of the Chilean Atlantic salmon supply entering the U.S. and Canadian markets.
Strategic Activities
The Chilean Salmon Marketing Council engages in a broad range of market development activities, including:
- Consumer-Facing Campaigns: Multichannel promotions across digital, social media, streaming, and print platforms.
- Retail and Foodservice Partnerships: Collaborating with grocery chains, meal kit providers, and restaurant operators to increase Chilean salmon availability.
- Trade Education: Equipping retailers, chefs, and seafood buyers with sourcing information, sustainability credentials, and culinary applications.
- Culinary Engagement: Working with professional chefs and influencers to showcase innovative recipes and health benefits.
- Nutritional Awareness: Promoting Chilean salmon as a source of lean protein, omega-3 fatty acids, and essential nutrients.
Market Focus and Reach
The CSMC’s activities are primarily focused on the North American market, with emphasis on:
- United States (primary market)
- Canada (secondary market)
The council targets both B2B and B2C audiences, with a strong focus on:
- Millennial and Gen Z consumers
- Health-conscious shoppers
- Flexitarians and pescatarians
- Retail seafood category managers and culinary professionals
Impact and Industry Context
Chile is the second-largest producer of farmed salmon globally and the top supplier of Atlantic salmon to the United States. In 2023:
- Chile exported over 300,000 metric tons of salmon to the U.S.
- Chilean salmon accounted for more than 40% of U.S. Atlantic salmon imports
- Total export value to the U.S. exceeded USD 2 billion
The CSMC works to protect and expand this market share by emphasizing product reliability, year-round availability, and responsible farming practices.
Sustainability and Compliance
The Chilean Salmon Marketing Council actively promotes the sustainability credentials of its member companies, highlighting:
- Certifications including ASC (Aquaculture Stewardship Council), BAP (Best Aquaculture Practices), and GlobalG.A.P.
- Science-Based Environmental Stewardship across ocean sites in Patagonia
- Animal Welfare Protocols and reduced antibiotic use
- Transparency in farming practices through third-party audits and traceability programs
These efforts align with North American retailer and consumer expectations for responsible sourcing.
Digital and Social Media Engagement
CSMC maintains an active presence across major digital platforms to reach a broad audience:
- Instagram and TikTok: Showcasing recipes and cooking videos
- LinkedIn: Sharing industry insights and trade news
- Pinterest: Seafood meal inspiration and health tips
- Facebook and Twitter: Consumer education, event promotion, and sustainability messaging
This digital strategy supports its consumer brand positioning as both trustworthy and aspirational.
Strategic Outlook
The Chilean Salmon Marketing Council is focused on:
- Expanding retail partnerships with major U.S. grocers and club stores
- Increasing foodservice penetration through culinary training and menu support
- Launching new digital campaigns tailored to health and wellness consumers
- Enhancing traceability and eco-label adoption to meet ESG and compliance needs
- Driving category growth through education, awareness, and innovation
As consumer demand for healthy and sustainable seafood continues to rise, CSMC plays a pivotal role in ensuring Chilean salmon remains a top choice for North American buyers and consumers.