Marketing
BY VINCE MCDONAGH
Flying the flag Norway’s seafood industry is spending more than ever on promoting its products abroad
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PAIN and South Korea will be the main targets next year as the Norwegian Seafood Council unveils another massive marke�ng budget. The organisa�on has set aside just over NOK 300m – around £25m – giving rival salmon producers such as Scotland and the Faroe Islands a lot to think about. The budget is similar to this year’s spend. It covers all types of seafood, of course, but by far the largest amount, NOK 143m (£12m), will be devoted to promo�ng farmed salmon mostly through PR and adver�sing campaigns. Whitefish such as cod and haddock, much of which goes to the UK, receives NOK 67.5m (almost £5.8m), while NOK 19m £1.6m) will be spent on shellfish and NOK 32.5m (£2.8m) on mackerel and herring. Covering at least 30 countries, the Seafood Council is determined to get the “Buy Norwegian” message to as many parts of the world as possible. But the budget winners in 2022 will be Spain at NOK 28.5m (£2.37m) and South Korea at NOK 32m (£2.6m). Cod will be pushed hard in Spain while salmon will be the focus in Korea, where demand has been rising.
Around NOK 22.5m (£1.9m) will be spent in France, but with Japan at NOK 19.5m (£1.7m) and China at NOK 17m (£1.48m) these two countries have dropped down the list. Børge Grønbech, Global Opera�ons Director at the council, says: “Every year, our goal is to have the marke�ng plans ready by the beginning of October so that the exporters can use them in their own marke�ng work. “We expect to make some adjustments, but, with a few excep�ons, most things are now in place.” The Seafood Council is clearly spreading its net wide with emerging markets such as Israel, the Middle East and Vietnam seeing their current
Above: Børge Grønbech (Photo: Marius Fiskum NSC) Left: Norwegian salmon in Spain Opposite - clockwise from top left: Promo�on campaign, France; Seafood Council stall, South Korea; salmon on sale, Italy; Trine Horne
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09/12/2021 15:40:38
