Chinese firm launches Norway "Barents Sea" range

Published on
January 29, 2018

Norway wants to be selling CNY 10 billion (USD 1.6 billion, EUR 1,3 billion) worth of seafood per year in China by 2025, according to a Chinese representative of the Norwegian Seafood Council.

Li Lu revealed the goal at an event to mark the “Barents Sea fishing season,” which was launched recently by the Ai Chi Yu brand in Hangzhou, on China’s east coast. The company’s new range includes products made with cod and shrimp from Norway. 

A well-known Chinese seafood processor and distributor, the Ai Chi Yu brand is owned by Qingdao Spring Foods, which in recent years has sought to increase its presence in the distribution of imported, packaged seafoods. Ai Chi Yu is promoting its new marketing angle on Norwegian seafood in China on the Weixin (WeChat) microblog platform, where consumers click on QR codes to get Ai Chi Yu coupons sent to their phones.  

Co-organized with the Japanese AEON supermarket chain, the launch event was also attended by the Norwegian Seafood Council’s Li, who said that cooperation between retailers and brands like Ai Chi Yu will be central to the NSC hitting its goal for 2025. 

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