La Rose, one of the most recognised and emblematic brands from the Algarve’s proud tradition of pioneers in the fish canning industry, is being relaunched by Ramirez & Cª, the oldest cannery company still in operation.
"Despite having been withdrawn from the market 40 years ago the brand continues to display a range of reasons why we had a rethink and are to bring it back to the market," said Manuel Ramirez, manager of the canning company.
Ramirez & C ª are to launch a range under the La Rose brand including canned sardines, mackerel and tuna with the original packaging.
According to Ramirez, the revival of 'La Rose' will start with the production of 100,000 cans of sardines and of tuna in olive oil and its wide recognition by consumers in Portugal and overseas should ensure a successful level of sales.
"We have revived other Algarve brands which now have spread throughout the world. We hope to do the same job with these ones," said Ramirez, hopeful that the brand can "enter the Asian market within two months," adding "We look with optimism to the international market because the canning industry is increasing its exports and I think that despite all the problems of the crisis ours is one of the few sectors that has moved on."
The old canning factory on the banks of the Arade River in Portimão is now a Municipal Museum that traces the Algarve’s canning industry, an industry that made many families rich and gave work to thousands.
