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Global Promotion Planned for SA Abalone

SOUTH AFRICA - It's a little known fact that South Africa is a leading supplier of legally-obtained, farmed abalone, but that's about to change.

Reports on say that although the competition is hot - and getting fiercer each year - the SA farmed abalone industry is not resting on its laurels. The industry here has recently established the SA Farmed Abalone Export Council, formed by nine of the country's major abalone farmers. It is aimed at promoting branded SA haliotis midae - the species endemic to the country - and widen its share of the global market.

The marketing approach is being compared to that of Wines of SA. The new abalone association's mandate is to promote all SA farmed abalone in key international markets. Cultured haliotis midae will see its name emblazoned through strategic advertising and promotional campaigns extolling its gastronomic virtues.

The council plans to grow market share by building brand awareness among consumers and in the trade in primary markets, beginning with Hong Kong and moving on to mainland China.

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