Chinese processor seeks to popularize cod from Norway with concept store

Published on
August 22, 2017

A leading Chinese processor has opened a striking new concept store and restaurant in Qingdao, allowing customers to watch cod processors and kitchen staff at work while eating. 

The design, relatively new to China, is intended to reassure diners that the seafood is safe and fresh, according to management at Xiao Ai Chu Fang (also trading as Amy’s Choice). The restaurant was launched Saturday, 19 August with a Norwegian Culture Festival and a ribbon-cutting ceremony attended by Sigmund Bjorgo, the China representative of the Norwegian Seafood Council.

The firm behind the new launch, Qingdao-based Spring Foods, operates the Ai Chi Yu brand of packaged seafood aimed at Chinese convenience-oriented consumers and has in recent years sought to distribute high-margin imports to domestic Chinese consumers. 

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