ASDOMAR brand of tuna and mackerel was the first in Italy to be certified Friend of the Sea (Photo: ASDOMAR)

As do Mar Tuna Launches Major TV Campaign Focused On Sustainability

Generale Conserve, a leading tuna (tuna steak in cans and tuna fillets in jars) producer in Italy, has just launched a major television advertising campaign for its brand ASDOMAR to promote its Friend of the Sea and SA8000 Social Accountability Certifications. 

This is the first advertisement of its kind aimed at making consumers aware of the importance of sustainability for the future of the marine ecosystem. The advertisements highlights ASDOMAR dedication to the sustainable sourcing of exclusively adult/mature yellowfin tuna. The Friend of the Sea eco-label is also shown proudly ASDOMAR’s products.

ASDOMAR leading tuna packed products is placed in third place in the total market

ASDOMAR brand of tuna and mackerel was the first in Italy to be certified Friend of the Sea. ASDOMAR is distributed in all main supermarkets and groceries in Italy.

Mr Vito Gulli, Generale Conserve’s President has always placed social responsibility at the core of their company strategy. When deciding to create this advertising campaign he states “I wanted to convey to our customers the efforts we put into creating the very best tuna. Our factories are of the most environmentally friendly in Italy, using only renewable energy, and we only use sustainable adult tuna which have been given the chance to reproduce.”

Friend of the Sea’s Executive Director Paolo Bray adds, “Millions of Italians will learn about the Friend of the Sea distinguish label and we trust that, together with other communication initiatives of certified producers, this will greatly increase the visibility of the logo in Italy.”

About ASDOMAR

ASDOMAR is a brand of Generale Conserve, a company that operates in the packaged fish products market, with an annual value of approximately EUR 1 billion.

The largest segment, about 60 percent, is the tuna oil market where the company stands at second place, with a turnover in 2009 of EUR 113 million.

All ASDOMAR products are certified Friend of the Sea

Generale Conserve’s business develops both its own brands, ASDOMAR, primarily, and Janus and Emerald, and through the production of private brands for major retailers.

ASDOMAR leading tuna packed products is placed in third place in the total market.

Source: Friend of the Sea/ASDOMAR

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Margaret E.L. Stacey
Editor Companies and Products
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