Scandi seafood future high street history

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Sir: We were pleased to read The Grocer’s feature examining the UK’s growing demand for Scandinavian food - a trend we see continuing (‘Can Scandi products make a killing here?’, 9 March).

We have two priorities for this year - to build the visibility of the Norge brand within both a consumer and trade remit, while building meaning into the brand itself to increase understanding of all that it represents. The aim isn’t to compete with other brands but to be the seafood of choice for all processors and food manufacturers.

This year, we are making a significant investment in retail activity and in-store promotions our ultimate ambition is to see the Norge logo on pack so consumers can actively search for and identify seafood from Norway. Our first step to realise this is our new brand campaign to enable consumers to understand the quality, taste and sustainability credentials of Norwegian Seafood. We are also investing in some substantial retailer, distributor and brand partnerships throughout 2013.

Your Scandinavian feature has reinforced our belief that this is the right time for us to activate such activity.

Johan Kvalheim, director, UK and France, Norwegian Seafood Council

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