The Norwegian Seafood Council (NSC) on Wednesday partnered with the inaugural Young British Foodies Awards (YBFs), sponsoring the “UK’s Most Irreverent Young Chef” category at the event, to be held on 29 May.
The announcement is part of a larger effort by the NSC to heavily target the UK market. The council is a sponsor of the Seafish-organized National Fish & Chip Awards, and at the beginning of 2012 it appointed celebrity chef Mitch Tonks to serve as Norwegian seafood ambassador of the UK market.
Branded as “Fisk.Forever,” the campaign’s focus is to educate both the trade and consumers about Norway’s sustainable fisheries, with a particular emphasis on cod, haddock, coldwater prawns and salmon. The NSC’s partnership with the YBFs is designed to raise awareness of Norwegian seafood as a sustainable and quality product among consumers.
As part of the partnership, the NSC is hosting an educational trip to Norway for the YBF founders and judges to witness Norway’s sustainable fishing and farming practices. first hand. The council did the same with the 2012 Fish & Chip Shop Awards finalists.
“We are delighted to be involved in the first-ever Young British Foodie Awards celebrating culinary genius and the very hottest young talent on the British food and drink scene today,” said Johan Kvalheim, director of UK and France at NSC. “We want to help reward the best new and emerging talent in the UK, and encourage the culinary stars of tomorrow to experiment and cook with Norwegian seafood, which we think is the best in the world.”