The Norwegian seafood industry is continuing to keep a close eye on trends and governmental developments in the U.S. as it works on its trade and marketing plans for 2026.
In tandem with the 2026 Seafood Expo North America – taking place from 15 to 17 March in Boston, Massachusetts, U.S.A. – a delegation including Norwegian Fisheries Minister Marianne Sivertsen Næss, Norway’s Ambassador to the United States Anniken Huitfeldt, and the Consul General of Norway in New York Jo Sletbak took a trip to a Whole Foods Market retail store in Boston to highlight the continued importance of the U.S. market to Norwegian seafood producers and exporters.
“The U.S. market is very important for Norwegian seafood exporters. It’s really interesting to see how the actual product is being shown for the consumers in the U.S. – how delicate, fresh, and healthy it looks on display and produced in a sustainable way. I’m here to learn and see how we on the government side can do even better to strengthen bilateral relations,” Næss told SeafoodSource.
Norway’s trade strategy has already had to adjust to rapidly shifting trade policies implemented by the U.S., which at one point threatened high tariffs on Norway but recently shifted with the 20 February decision by the U.S. Supreme Court that invalidated President Donald Trump’s sweeping International Emergency Economic Powers Act (IEEPA)-backed tariffs.
“We are interested to make sure that there are no tariffs and that the trade can continue with as [little] variance as possible,” Næss said, but added that diversification has been, and remains, key to Norway’s seafood export strategy as U.S. policy evolves. “We have always worked [to improve] market access in order to, in Norwegian we say, ‘have more than one leg to stand on.’ Things are uncertain … hopefully the U.S. can continue to be a strong market for Norwegian seafood.”
Commenting on whether there might come a time when Norway views the U.S. as too volatile to continue collaboration in seafood trade, Næss said that “is up to the exporters to see how that develops.”
“I met Norwegian exporters yesterday, and they are still appreciating the U.S. market and want to continue bilateral trade. On the government side, we will always do our very best to make sure that [trade with] the U.S. continues as a market for Norwegian seafood.” she said. “Things are changing fast; that’s for sure.”
The day before the Whole Foods tour, the Norwegian Seafood Council (NSC) hosted an event to give members of the industry some insight into the many factors influencing its funding decisions for the remainder of 2026.
NSC Head of Market Access Oystein Valanes said keeping an eye on the U.S. is important for more than just companies doing business there.
“Whether you are exporting to the states or not, what happens in the states will not stay in the states; it will affect trade globally,” Valanes said.
Trade agreements the U.S. makes with other countries or blocs of countries can strongly influence the flow of goods, and a lot of the details of some of those agreements have been opaque, Valanes explained.
“The U.S. made some bilateral agreements already with the E.U., U.K., China, and other countries, as well. These agreements are very unclear what they consist of after the Supreme Court decision,” he said. “Even before the Supreme Court decision, we didn’t know anything about these agreements.”
Other agreements are on the NSC’s radar, too. The United States, Mexico, Canada Agreement (USMCA) has reached its first review period, which could have implications for Norwegian trade.
“The outcome of the USMCA will be quite decisive for how trade will happen in the future,” Valanes said.
Trade agreements are just one facet of NSC’s approach to its U.S. strategy. It’s also keeping a close eye on ongoing consumer trends to capitalize on shifts in purchasing habits.
Grant Prentice, the director of strategic insights at food and nutrition agency FoodMinds, said as consumer sentiment shifts, Norway has advantages when it comes to seafood sales due to its premium positioning.
“As an imported origin for seafood, you’re above a lot of other import origins in terms of perceived value,” Prentice said.
NSC U.S. Director Karine Rød Haraldsson said the council’s main goal has continued to remain the same even amid the shifts in trade patterns and consumer behavior.
“Our main goal in the U.S. for the Norwegian Seafood Council is to drive awareness of Norwegian seafood,” Haraldsson said. “Since we started with consumer marketing in 2021, it has been increasing tremendously.
Overall, the NSC’s plan for 2026 is continuing that momentum, and the year has been separated into four marketing “pulses.” The next pulse in line for the year, “Pulse 2,” plans to capitalize on the World Cup, emphasize Norwegian seafood and how it can apply to summer grilling, and continue driving the country’s salmon and trout offerings.
Haraldsson said the NSC also plans to continue using its advertising campaign with soccer star Erling Haaland, who has starred in promotional campaigns for Norwegian seafood for multiple years.
“He’s well known in the U.S., and the popularity of soccer is increasing,” Haraldsson said.
Haaland is being featured in digital ads, billboards, and social media ads to put Norwegian seafood in the consciousness of the American consumer at a time when soccer will be highly publicized during the World Cup.
Haraldsson also pushed the Norwegian seafood industry to work together so that regardless of what comes next, it can come out stronger.
“I know uncertainty is the norm, so we need to plan with that in mind. Close relationships with customers, and the people around you, ensures strong market position,” Haraldsson said.
