BluGlacier · OSHĒN · Food & Beverage
Launching the first direct-to-consumer business for one of Chile's largest salmon organizations
Starting point
BluGlacier — the U.S. joint venture between Chilean salmon producers Blumar and Ventisqueros, and one of the largest importers of Chilean salmon to the United States — wanted to move beyond wholesale distribution and launch its first direct-to-consumer brand, OSHĒN.
The challenge
The initiative meant building an entirely new digital commerce business from nothing, while protecting the premium positioning of a producer known for sustainable, high-quality salmon — and doing it without disrupting the existing wholesale relationships.
Strategy
I led the Shopify strategy and go-to-market execution for a national direct-to-consumer launch, treating OSHĒN as a distinct consumer brand rather than a wholesale extension.
Execution
Work spanned Shopify implementation, subscription commerce, digital customer acquisition, analytics, and conversion optimization — building the systems for a recurring-revenue business and the funnel to feed it.
Results
- Helped launch BluGlacier’s first consumer brand, OSHĒN
- Built a national direct-to-consumer experience on Shopify
- Created recurring revenue through subscription commerce
- Extended the company beyond wholesale distribution into a durable DTC channel
Moving a respected producer into direct-to-consumer is as much a positioning exercise as a technical one. The work was to give OSHĒN a commerce foundation and an acquisition engine worthy of the product — and a recurring model that turns a first order into a relationship.
Services provided
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