The Norwegian Seafood Council has partnered with Harrods and Booths to promote Skrei, a premium type of cod, seen as a delicacy in Norway.
Skrei is only available from January to April each year. It has a leaner, firmer, brighter flesh than standard cod and a richer flavour.
The UK launch of this year’s Skrei season was celebrated with the hand-delivery of Skrei to Harrods by Michelin-starred chef Simon Hulstone on Thursday.
Skrei will be available from Harrods’ fish counter this week and Booths will stock it on fish counters as well as pre-packed from this month (rsp: £12.50 to £25 per kg).
Both retailers will promote Skrei through in-store sampling, and plasma screens in Harrods will show provenance, sustainability and taste messages.
Booths will showcase Skrei recipes on its website and host a prize draw to win a luxury food hamper.
“We hope that through our retail partnerships, we can continue to make Skrei even more readily available to UK consumers,” said Jack-Robert Møller, UK director of the NSC.
Skrei is supplied to Harrods, Booths and into UK foodservice through Direct Seafoods. Cod must meet specific quality standards to bear a Skrei branded tag on its dorsal fin.
The NSC will run marketing activity for cod and other species of fish supplied from Norway later this year.