Go to almost any supermarket in a diverse U.S. city and chances are you will see brands and products catering to foodies and a wide range of cultural tastes.
Seeing this, Vietnamese fish sauce producer Seagull Co. Ltd. has been studying the U.S. marketplace for two years. That effort culminated this month with the release of Lang Chai Xua fish sauce in the United States, reports Tuoitrenews.
The company released three different versions of its product with expectations high for the vegan fish sauce.
The company believes the “plant-based food industry” is booming in the U.S.
“When the firm piloted the sale of vegan fish sauce at some Vietnamese markets in the U.S., it impressed consumers with its flavor,” said Tran Ngoc Dung, director of Seagull, the owner of the Lang Chai Xua fish sauce brand.
Lang Chai Xua literally translates into Old Fishing Village. It originates in the coastal province of Binh Thuan and began selling in the United States two weeks ago.
According to VN Express, entrepreneur Tran Ngoc Dung invested $4 million in the company. He hopes to expand into Europe, Australia and Japan next.
Each bottle will cost between $6.49-13.59
The company says its first U.S. shipment consisted of a vegetarian fish sauce brewed from fragrant fruits, soybeans and Japanese Shiitake mushrooms and red-fleshed anchovy fish sauce products made of yellow anchovies.
The products are distributed in the United States by the CTWS Group, founded by Vietnamese American Dziem Chinh.
Lang Chai Xua currently produces 1 million liters of fish sauce per year and plans to eventually double production to 2 million.
AsAmNews is published by the non-profit, Asian American Media Inc.
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