Tesco fish counters to sell Norwegian fjord trout

Published on
September 30, 2016

U.K. supermarket chain Tesco is to start selling farmed Norwegian fjord trout in selected stores from next month.

For the past five years, Norway has produced approximately 70,000 metric tons (MT) whole fish equivalent of Norwegian fjord trout, of which between 85 and 90 percent are exported.

Last year these exports achieved a total value of NOK 2.3 billion (USD 285.8 million, EUR 255.6 million).

“Norway has impeccable standards when it comes to the scientific management of fisheries and our aquaculture techniques are considered to be among the best in the world. Combining hard-earned experience, advanced technology and the natural conditions, our industry is able to produce high-quality, sea-reared fjord trout worthy of a premium position in the market,” said Jack-Robert Moller, U.K. director of the Norwegian Seafood Council (NSC).

“Our opportunity for the U.K. has been to introduce a new premium species in the red fish category, and we are very excited about this. The biggest Norwegian exporter and producer of fjord trout is Leroy Seafood, who will be exporting fjord trout for Tesco’s new fish counter product from October 2016.

“We urge shoppers who have been put off from the trout category, after tasting the earthy-flavored brown trout (farmed in muddy waters around Europe), to try fjord trout as it is a wonderfully vibrant fish with a deliciously pure flavor. There really is nothing quite like it,” said Moller.

Tesco will be selling the product in side format for an estimated price of GBP 12.50 (USD 16.23, EUR 14.52) per kg. Availability will be year-round.

Contributing Editor reporting from London, UK

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