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Sardimar Changes Name To Alimentos Prosalud And Expands

Badesi is the name of the new line of prepared foods launched last week by the company Alimentos Prosalud SA, formerly Sardimar. The Badesi line, with three new products -including rice with mixed vegetables and pasta with tuna Sardimar- form part of the company’s strategic plan to diversify and enter the market of ready meals.
According to Shirley Romero, director of corporate communications of the Costa Rican firm, the segment accounts for only 5 percent of Prosalud’s total current sales. So far, this company was involved only in seafood products made with tuna and sardines, which are sold through a network of distributors in 29 countries.
With the brand Badesi, the Costa Rican-capital company intends to increase its sales by 10% during 2012. In 2011, Sardimar reported increases of 30%.
Although it may seem merely child's play to the consumer, changing a name as recognizable as Sardimar is bound to fill the executive with trepidation and misgivings. Prosalud's Romero was quick to point out that the company is not abandoning its tuna production which currently accounts for 95% of its income.
Romero also announced that later this year, Prosalud plans to launch the new lines in the form of prepared meals for Easter 2013, and non-canned products are also expected to be sold. “The idea is to offer something different, a solution for those who seek ready to eat foods that are nutritious and taste good,” she said.
Badesi products are available in all supermarkets in the country and will compete with Quickie’s, manufactured by the Costa Rican company Conservas Fincas de Oro.
Prosalud also announced future investments, as the purchase of five acres of land to expand its production facility in Barranca, Puntarenas. The investment amounts to USD 1.5 million. Romero expects the new facilities ready within two years.
In addition, in order to promote Badesi products, the company plans to invest this year between USD 200,000 and USD 300,000 in external outlets.
This means contracting about 100 new people for marketing and distribution. But despite the name change, the company can labels will continue to contain the name Sardimar, marketing director Ileana Quiros pointed out.
Sardimar began operations in 1975 in Costa Rica selling canned sardines and months later, it began working with tuna.
Prosalud Foods currently employs 1,300 people and accounts for 67% of Central American market of tuna and sardines, which represents USD 170 million, according to data from the market research company Nielseny.