• Riberalves, the leading Ready-to-Cook Deep-frozen Desalted Codfish company, steps up investment in the sector, backed by a 15% growth in 2013 that was essentially based on a solid increase in exports.
• João António Alves, founder and President of the company, unveils a partnership with the renowned Portuguese chef: “We strongly believe in the importance of this product, both for the market and consumers. That is why we reached out to chef José Avillez. He understood the quality of this product and we are proud of this partnership”.
• “The Deep-frozen Desalted Riberalves Codfish is a premium product. Its quality is a consequence of the selection of the fish, which is a salted green cod (the cod is salted as soon as it disembarks, and it isn’t frozen prior to being salted) and of the traditional cure process that lasts at least 4 to 5 months and is free from any sort of phosphate addition”, explains chef José Avillez.
• A TV and media campaign will take place throughout November and December.
The quality of the Ready-to-Cook Codfish is something Riberalves is not willing to let go of. It also allowed debunking some issues that are recurrently mentioned when discussing this sort of product. “Deep-freezing is actually a decisive argument”, explains João Alves, president of the company. “While home freezing takes more than 24 hours — a process that implies a certain degradation and loss of organoleptic properties of the fish — the deep-freezing process used at Riberalves occurs in 4 hours as the fish is kept at a -40° C temperature. This is why the natural properties of the codfish remain intact”, says the founder of the company that was launched 28 years ago in Torres Vedras.
“This is a ready-to-cook, premium quality product that satisfies the needs of modern consumers. We believe in the importance of this product, both for the market and consumers. That is why we reached out to chef José Avillez who understood the quality of this product. Riberalves is very demanding in every aspect of the productive process regarding each of its products. It is only natural that we feel proud whenever someone acknowledges the high quality of our products. We feel quite satisfied with this partnership”, says João Alves.
The José Avillez-Riberalves partnership will be channeled through several media outlets. November 7th saw the launch of a TV ad explaining what makes this product stand out: quality, taste and convenience. “The Deep-frozen Desalted Riberalves Codfish is carefully selected, cured according to the traditional process (cure lasts at least 4-5 months) and desalted in absolutely safe conditions — the desalting process takes place in cold atmosphere and with running water. That is why the Deep-frozen Desalted Riberalves Codfish brings the true taste of traditional codfish to the table. Besides that, it is ready to cook”, explains José Avillez. “I accepted to be a part of this partnership with Riberalves because I believe in the quality of this product.”
José Avillez also highlighted the importance of codfish in the history and future of Portuguese gastronomy.
“Codfish has an important role in Portuguese gastronomy and that is not going to change. The Portuguese are the biggest cod consumers in the world and also the most demanding. Texture and taste are of the utmost importance. However, to choose good codfish it is essential to have a deep knowledge regarding the type of cod, how it was cured and what was the process the cod underwent before landing at our table” he says before adding: “I accepted to be a part of this partnership with Riberalves because I believe in the quality of the Deep-frozen Desalted Riberalves Codfish. I also did it because, as a company, Riberalves is a national reference that throughout the last 28 years has chosen the path of quality, job-creation and investment in traditional markets. Riberalves is a fine example of entrepreneurship.”