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Branding creation and quality procedures
Challenge
Palamós Town Council and its fishermen’s association decided to create the "Gamba de Palamós" (Prawns of Palamós) guarantee mark certification to differentiate and give greater value to this fresh product and all its agents.
Aware that a brand is much more than a seal, they hired KISS Retail to build the pillars that will allow them to differentiate the Palamós Prawns product, ensuring superior quality when eating it, regardless of the purchase channel.
Solutions
Interviews and analysis of the procedures of the entire value chain, from the catch on the fisherman's boat to the consumer's plate, including the fish market, fishmonger, and restaurant.
Development of guides for fishing operations, handling, conservation, and product selling, to ensure the traceability of the product as well as its recognized characteristics of excellent quality when it reaches the customer's palate.
Sales action plan and commercial promotion for fishmongers and restaurants certified with the Guarantee Brand. Stop fishing for periods of the year for regeneration.
Results
Sustainable fishing and preservation of natural resources.
The increase in the size and quality of the prawns generated increases in demand and in the value of the product, and the fishermen were rewarded despite fishing fewer months during the year.
Consumer confidence increased due to traceability and higher quality.
Territorial dynamization. Restaurants and Palamós Town Council collaborate and create events around the tasting of Palamós’ Prawns which attracts tourism.
