GenSan firm makes first local tuna brand for high-end market

GENERAL SANTOS CITY, Philippines — A homegrown, medium enterprise based here has started production of premium canned tuna intended for the high-end market. Francisco M. Santos, co-owner of Frescomar Seahelm Corp., said they would formally launch Ocean Deli home-style tuna in corn oil next month, although the product is now available through its branches in Southern and Central Mindanao. "We had a soft launch last month as a taste-teaser. Aside from canned tuna, we also produce canned bangus (milkfish) also cooked in corn oil," he said in an interview. Mr. Santos said they developed Ocean Deli because the city, the country’s tuna capital, did not have a locally branded canned tuna product. Frescomar is targeting the A and B markets, as well as visitors leaving General Santos. Frescomar is the first local medium enterprise tuna processor outside the city’s canning industry that has ventured into canned tuna production. The company has been into the processing of tuna chorizo, patties, embutido (Filipino-style meatloaf), spring rolls and nuggets. It also sells premium cut and frozen smoked tuna panga, tail and belly under the brand name Pacific Seas. Ocean Deli products target the high-end market, with canned tuna selling for P45 and canned milkfish for P50 for a 185-gram can, Mr. Santos said. Research and development of the canned tuna and milkfish products took two years, and only premium ingredients are used, he said. The company also expects the new products to become popular with picnic-goers because of its easy to open flip-top lid. Ocean Deli is available at Frescomar’s Pacific Seas Seafood Market in the cities of General Santos, Davao and Koronadal. Mr. Santos said they would welcome the accommodation of Ocean Deli in the shelves of SM Supermarkets and New City Commercial Corp., a major retailer based in Davao City with branches in the Davao Region and in Puerto Princesa City in Palawan. "We’re exploring possibilities to get our canned products in established commercial stores for a larger market of high-end clients," he said. Ocean Deli tuna contains Omega 3 fatty acids, which play a crucial role in brain function and normal growth and development. Average weekly sales of Ocean Deli tuna have reached two boxes since the past month. Each box contains 48 cans. — BusinessWorld