Norway’s new seafood trademark launched in Bangkok

On 18 July 2017, the Norwegian Seafood Council launched the new country of origin mark for Norwegian seafood, ‘Seafood from Norway’, in Bangkok.

Photo by Norwegian Seafood Council: H.E. Kjetil Paulsen (Norwegian Ambassador), Mr. Jon Erik Steenslid (Norwegian Seafood Council) with a group of seafood importers, restaurants and media in Thailand.

The new mark guarantees the origins of seafood from Norway and contributes towards a stronger position for Norwegian seafood globally. It portrays uniqueness about Norway, which associates with the rough climate and nature in which Norwegian seafood is raised.

Norway is a small country but still the second largest seafood exporter in the world. The unique combination of cold climate and crystal clear waters gives our seafood its superior quality and the unmistakable taste. Norway was built on its seafood industry with solid traditions of craftsmanship and care for nature. Today the Nordic country is known all over the world for the way it manages ocean resources in a sustainable manner, writes Thai-Norwegian Chamber of Commerce. The new trademark is addressing these matters, founded on a genuine concern for environment and sustainability.

The new origin mark was first introduced on 25 April, when Renate Larsen, CEO of the Norwegian Seafood Council said: “Seafood is one of Norway’s most important export industries, and has the potential to become our strongest brand globally. With the new mark, we position Norway as the origin and guarantor of the world’s best seafood. Our objective is to build a brand the whole seafood industry can be proud of, and which will further develop the industry towards a future in where seafood is our most important export product.”

“Norway has natural prerequisites for delivering the world’s best seafood; The cold and clear sea provides a unique flavour. Norwegian authorities play an active role in sustainable management of seafood resources. The people who work in this industry with long traditions are creating new innovations. The industry is benefiting from world-class research, management and technology development. We have much to be proud of as a seafood industry and as a seafood nation,” he added.

Norwegians have exported seafood products for thousands of years. Dried fish followed the journeys of the Vikings both as a core part of their diet, and as a trading commodity. Bacalhau da Noruega, the authentic clipfish, dates back to the 1690s. In modern times, Norwegian salmon can be found in 140 markets worldwide. Live king crab is today sent to discerning and quality-focused customers in Dubai, New York and Seoul. From Norway, skrei, cod, saithe, herring, mackerel and cold water prawns have found their way to dinner tables all over the world.

The Norwegian Seafood Council wants the new mark to help increase visibility and recognition globally across markets, products and species. It gives a clear signal of Norwegian origin, and is different from most other labels of origin, which is a deliberate choice. Norwegian seafood should appear as a part of Norwegian’s nature and deeply connected to the people who work in the industry.

Norway is the second largest seafood exporter in the world, after China. For nearly 70 per cent of consumers, in the most important markets for Norwegian seafood, country of origin is an important factor in choosing what to buy. The Norwegian Seafood Council administrates the use of the country of origin mark, which is a common, voluntary branding scheme for the entire Norwegian seafood industry.

The Norwegian Seafood Council previously promoted the origin of Norwegian seafood through the Norway mark, which has been a significant part of the brand and reputation portfolio for Norwegian seafood. The mark was launched 17 years ago, and so the timing is right for revitalisation.

Sources: norcham.com, Norwegian Seafood Council