Petersen assumed the new professional challenge of directing Fjord Seafood Chile S.A. in March this year. Three months later, he is interviewed by AquaNoticias and he expresses that Chilean and Norwegian efficiency cannot be compared. He assures, however, that Chile has some qualities that place it in an advantageous position with respect to other salmon-farming nations.

The main difference between a local and a multinational company is company management. "Chilean entrepreneurs have a tremendous capacity to make decisions focused on results. That may be more difficult to achieve in a international company." states Petersen.

A chemical engineer, holding an MSc and PhD, the Danish executive has been linked to the Chilean fishing sector since 1974, the year when he arrived to Chile to develop a FAO project related to the orientation of the Chilean export fishing industry. After finishing the project he returned to Denmark and in the 1980s he renewed his work in Chile with Pesquera Iquique and subsequently with Compañía Pesquera Camanchaca S.A.

- Will there be any difference between the company you received and the one we will see in 2004? What are those differences?

Fjord Seafood Chile resulted from the purchase of two Chilean companies. After the merger, some assets have doubled and, naturally, we will try to maintain only those assets that are essential for the operation, thereby completing the process of consolidating as a single company.

In addition, you will see a more competitive company in 2004. Those are the basic differences.

- The Fjord group has expressed that it will continue focusing on improving the company's productive and operational efficiency. How will that reflect in Chile?

We have already developed a strategic plan for Chile that will be implemented over the coming five years. It is likely that the strategy may contemplate changes in fresh water and seawater management and technology, and harvest and slaughter methods. We will undoubtedly focus mainly on production of species that permit greater processing like Atlantic salmon and trout. We are targeting sales toward the final customer.

- Fjord Seafood has focused its production in Chile toward Atlantic salmon. What do you think the company's performance will be in the coming two years?

It is very important for Fjord Seafood Chile to achieve a strong, transparent relationship with our company in the United States, a market that will be our main target.

We continue exporting to Japan, we have a significant production of coho salmon and trout and in that area we will develop greater added-value salmon products for Japan. Also, this year we will in increasing the supply of frozen products for the European market.

- There are some who place the Chilean salmon-farming industry in a better position than the Norwegian industry, arguing that it has greater processing development, good leaders are heading the companies and it has good, direct access to the markets, among other things. What is your perception in this regard?

Chile has several advantages in salmon and trout production. The cost of producing salmon and trout raw material in this country is lower than in any other part of the world. This is associated to favorable environmental conditions like temperature, water currents and quality, cheaper cost to produce salmon and trout feed in Chile than in Norway, for example, and the fact that Chile has highly qualified, well trained, hard-working staff or work force.

Another advantage of the Chilean industry is its food-processing capacity, an area where it also has qualified and disciplined human resources.

Chilean producers must look for their competitive advantage in the international markets in the combination of these factors. In other words, they must produce processed, ready-to-eat, safe products targeted to a high-quality demanding consumer.

- Do you consider that the Chilean industry is more efficient than the Norwegian one?

We cannot compare Chilean and Norwegian efficiency. I think that efficient Norwegian producers are as efficient as efficient Chilean salmon farmers, but that does not mean that they can achieve the same costs.

From a global point of view, I would say that the captive markets of Norway and Scotland are basically in Europe, where they have good access with fresh salmon because of low transportation costs. Whereas, Chile has a similar advantage in the US market compared with its North American competitors, because of its capacity to produce ready-to-eat products. This is an advantage that the Chilean industry has discovered and is using very intelligently and effectively to position itself in the market.

- SalmonChile has defined the period starting in 2003 as a "the Chilean salmon farming industry's maturation and consolidation period." How can you characterize this stage?

I would say that the industry is constantly developing. But the real maturation process will begin when we see that company actions are aimed at the markets and not at production. I think that only then we will be able to talk about a maturation of the industry; in other words, when salmon farming growth is determined by its market and not by its production.

Fjord Seafood Chile S.A. is the Chilean subsidiary of the Norwegian group, Fjord Seafood ASA. The company exported approximately US$48 million in 2002 worth 19,000 tons of products derived from salmon farming.