AUT University Transformational Marketing Award: Mt. Cook Alpine Salmon

  • Marketing
  • September 13, 2011
  • Ben Fahy
AUT University Transformational Marketing Award: Mt. Cook Alpine Salmon

In 2009 entrepreneur Geoff Matthews and a consortium of mates purchased a struggling fish farm near Twizel and renamed it Mount Cook Alpine Salmon (MCAS). They knew MCAS was ten years behind the game, so just to catch up wasn't good enough. It had to leapfrog the industry and play by its own rules.

The difficulty, however, was overcoming 20 years of market and industry-driven negative misconceptions about fresh water farmed salmon. But the unsustainability of the seafood industry in its present form offered an opportunity because the MCAS farm in the Southern Alps was among the most eco-sustainable on the planet.

The team backed its product and marketing capabilities and, over the past year, has changed the world of salmon by entering a traditionally commodity-led industry with a brand-led product, transformed the previously negative features of the product into value-adding benefits and found the holy grail of export by creating a new ultra-premium category in the highly competitive American market, selling all its available stock at the highest price for farmed salmon in the world, and securing forward orders for everything the company can produce.

Not only that, MCAS has moved from loss to profit, the two major distributors have invested in the company and it's raised enough capital to fund an extension that will give it 14 times more consented capacity.


  • Full case studies of all the winners are available in the latest edition of NZ Marketing and the first 20 humans from within NZ to subscribe here will receive a copy of James Hurman’s new book The Case For Creativityvalued at $40.


WINNER: Mt. Cook Alpine Salmon Limited

THE PEOPLE: Geoff Matthews

THE PARTNERS: BrandCom

FINALISTS: 

Blue Bubble Taxis Blue Bubble Brilliance

Loyalty New Zealand Fly Buys and Air New Zealand co branded card

Powershop Powershop – revolutionising the energy industry

Mt. Cook Alpine Salmon Limited Mt. Cook Alpine Salmon

Ministry of Health The Journal

Marine Industrial Design A Voyage of Discovery

2degrees 2degrees - Year 2, the Coming of Age

2degrees Stay 2degrees

Frucor Beverages New V Energy Frontiers

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Duke marks one year with live branded sport event

  • Media
  • March 23, 2017
  • StopPress Team
Duke marks one year with live branded sport event

When TVNZ launched Duke last year, it was championed as a way of reaching hard to get audiences and acting as an experiment lab for new forms of content. And its first birthday celebration is set to champion those strengths with a live primetime TV sports event that will see two friends battle it out for Fresh-Up.

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