Thanks to a major marketing campaign, the value of Norwegian seafood exports to the United Kingdom increased 16 percent in 2011, according to new figures from the Norwegian Seafood Council (NSC).
Last year, the value of Norwegian cod, haddock and prawns exported to the UK totaled GBP 112.9 million, up GBP 15.7 million from 2010. Export volume to the UK also increased to 41,897 metric tons, up 3,778 metric tons from 2010. In terms of overall exports, the UK market is the seventh largest out of the 130 countries Norway exported fish to in 2011.
In addition, NSC saw significant growth of its prawn exports in the fourth quarter, followed by haddock and cod. Prawns saw a 41 percent growth of export value from Norway to the UK, while haddock saw a 34 percent increase and cod saw a 12 percent increase.
In 2011, the NSC launched a two-year marketing campaign targeting both the trade and consumers in the UK. The campaign brand, Fisk.Førever, emphasized sustainability, health benefits and flavor, and it served as a rallying call to UK consumers to look for Norwegian seafood in stores and for retailers to opt for the brand as a commitment to sustainable sourcing.
A “Seafood from Norway” Facebook page was also created highlighting the quality of Norwegian seafood and educating both trade and consumer audiences about the heritage of the country’s fishing industry.
