Brazil's first institutional campaign promoting fish

This is Brazil's first institutional campaign promoting the consumption of fish. Brazil has one of the World's largest coastlines (7491 km) and yet a low per cap consumption of fish - only 6.8kg/year versus a world average consumption of 15.6kg/year. The World Health Organization recommends the consumption of 12kg/year of fish. The campaign was created and produced by the Ministry of Fish and is part of a comprehensive plan called Fish Week that happens every year.

Within our PepsiCo Brazil portfolio we market a line of canned sardine and tuna products under the Coqueiro trademark. So, we're very happy to see this institutional effort.