The Norwegian Seafood Council has launched partnerships with Waitrose and Asda aimed at showcasing the sustainability of fish sourced from Norwegian waters.
The state-owned company, which helps Norwegian fisheries and aquaculture companies develop markets for their produce, will boost its presence in both retailers throughout October (and into November with Waitrose) in a bid to tap into consumer trends for health and sustainability.
NSC will advertise in Waitrose’s Weekend and Food publications, appear on its online grocery platform and launch a shopper competition with celebrity chef José Pizarro to promote frozen, MSC-certified own-label white fish sourced from the country.
Meanwhile, in Asda the campaign will focus on the supermarket’s own label chilled range of Norwegian MSC-certified cod and haddock via on-pack labelling with NSC’s trademark, print and digital advertising as well as through recipe ideas.
“Norway has always been committed to producing the most sustainable and healthy seafood products and the Norwegian seafood industry can guarantee that the seafood we carefully harvest and supply to the UK will be of the highest quality and sustainably sourced,” said Hans Frode Kielland Asmyhr, UK director of the Norwegian Seafood Council.
The announcement comes after a report on Covid-19’s impact on the UK seafood industry from Seafish showed imports of all fish (barring those of frozen whitefish) were down in both value and volume each month in the first half of 2020, compared with the same period in 2019.
Published last week, the industry body’s pandemic overview showed the value of imports across all seafood categories from January to June fell by 9%, while volumes fell 11% against the year, due in part to the closure of foodservice and QSR outlets.