Chinese seafood firm Shanghai Hecheng Food, which also operates under the name Hi-Chain, has launched two new seafood brands on a bet that that demand for premium seafood products will steady in China.
Hecheng used the occasion of the World Seafood Shanghai (SIFSE) exposition to launch the Norway Fishing Ground brand alongside representatives from Norcod, its supplier for the products. Norcod operates a commercial-scale cod farm located close to Trondheim, Norway.
Norcod CCO Chris Guldberg told SeafoodSource that Chinese consumers are ready to embrace cod in the same way they did salmon, which is continuing to grow in China.
“We firmly believe the brand we launched with Hi-Chain is an important step in terms of growing the Chinese market,” Guldberg said. “Our Snow Cod is marketed and sold in the same way as salmon, and both Norcod and Hi-Chain believe that the long-term potential equals that of the salmon market. Just like salmon, our product is versatile and fresh, perfect for grilling, baking, and enjoying raw in sushi and sashimi. Just like salmon, we can provide customers with stable and reliable deliveries of a high-quality product all year round.”
This launch follows a cooperation agreement Hecheng signed with Norcod in late 2023 at an event in Shanghai, aiming to position cod at the premium end of the Chinese market with marketing support from the Norwegian Seafood Council in China.
Hecheng’s Polar Sea Crab brand, meanwhile, features crab supplied by …
