Strategies for Portuguese Canned Sardines in the U.S. Market between the Great Wars

Abstract

Since the late 19th century and for decades, the canned fish industry has played an important role in the Portuguese economy. The following paper focuses on the expansion possibilities of the Portuguese canned sardine industry in the U.S.A. in the 1930s. A report on the situation regarding Portuguese canned sardines, which resulted from a survey carried out in the U.S. by Francisco José Guerra, a highly qualified technician from the Portuguese Institute of Canned Fish, highlights their quality and low price, and how the growth in demand was limited due to insufficient advertising within the U.S.A.

Keywords

• war
• canned fish
• Portuguese industry
• consumer market
• competition