MARKETING
Pungent Pride
Unilever sniffs money to be made in marketing traditional Vietnamese fish sauce. But first it must allay fears that it will monopolize a national treasure
By Margot Cohen/HANOI
Issue cover-dated October 03, 2002
AFTER BUILDING its reputation on fragrant shampoos, facial creams and detergents, Unilever is turning to a more pungent product. Main ingredients: decomposed anchovies and lots of salt. That might not appeal to everyone, but for culinary fans of the Vietnamese fish sauce known as nuoc mam the taste is unbeatable
http://www.feer.com/articles/2002/0210_03/p044innov.html