MONEY MATTERS
Record High Seafood Exports in 2021 The last year has been the best ever for Norwegian seafood exports, which reached 3.1 million tonnes in 2021. This sets a record in both volume and value and represents the equivalent of 42 million seafood meals every day of the year.
N
orway is in a very favourable position – it has
can be confident they are providing their customers with
seafood products in high demand, even in times
some of the finest fish there is, while ensuring the highest
of crisis, and this has resulted in growth, record
standards of sustainability.
export volumes and a total export value that Norway has
This is a priority for customers too, with 9 out of 10
never experienced before. This is impressive and shows
diners (87%) researched agreeing that sustainable fish is
that seafood is secured as one of Norway’s key industries
important to them, but only a quarter (24%) saying they
for the future.
knew what to look for when it came to sustainable fish in
As a key part of its export business, Norway works hard
their fish and chip shop. As a result, 74% of respondents
to ensure that colleagues in British fish & chip shops get
agreed that they would find it helpful for fish & chip shops
stable deliveries of cod and haddock, while also reassuring
to tell them more about the sustainability credentials of
them and their customers that the fish they receive is
their dishes.
traceable, sustainable and of the very best quality.
The opportunity lies in how this is relayed to diners: by
From pioneering stock management to diverse fishing
driving awareness of the quality of the fish, they are being
fleets, everything the Norwegians do has sustainability at
educated about how this fits with their personal desire to
its heart.
eat sustainable fish. Providing more story telling about
Responsible stewardship underpins Norway’s fisheries,
the origin of fish & chips and displaying the Seafood from
from adhering to strict regulations, to constant assessment
Norway sign of origin in the shop, will give customers more
of quotas to maintain healthy fish stocks and ensure they
information about the great produce they are buying, and
are never over-fished.
will reassure them that they can expect the best quality
Additionally, thanks to its pure, icy waters, Norway
fish when they visit the venue.
provides the perfect conditions for fish, and its seas hold the world’s largest cod stock. This ensures that Norwegian
Hans Frode Kielland Asmyhr, UK Director, Norwegian
cod and haddock are of superior quality, firmness and
Seafood Council, comments:
flavour. The Opportunity Fish & chips are often the entry point to seafood for many consumers, so there is a real opportunity for operators to engage with their customers about the fish they serve. Recent research by the Norwegian Seafood Council identified that a third of Brits visit their fish & chip shop
“As we move further into the new year, we aim to work even more closely with operators to educate them on the importance of origin and sustainability. We will be providing them with all the tools needed to tell a story and reassure their customers that they can eat cod and haddock with confidence, when they choose Seafood from Norway.”
once a week or more, and 65% tuck in at least once a
Flying the Flag for Seafood in a Sustainable Future
month.
To educate about seafood’s role in a sustainable future for
Cod and haddock are by far the most popular fish of
food, The Norwegian Seafood Council is creating a series
choice, and a chippie meal provides significant value for
of digital presentations, calling on experts from around the
money based on size of portion and quality of produce. Fish
industry to provide their take on how this can be achieved.
& chip shops can demonstrate this value to their customers
The first of these is available to view now at here.
by communicating the superiority of the ingredients they use. When serving Norwegian cod and haddock, operators 48
Fastfood Professional • February and March 2022
For further information on quality legislation and sustainability, please visit www.seafoodfromnorway.co.uk. February and March 2022 • Fastfood Professional
48
