The Norwegian Seafood Council

The Norwegian Seafood Council

The Norwegian Seafood Council has an ambitious global mission. To raise awareness of Norwegian seafood as a premium food, and to communicate the message that ”the best seafood in the world comes from Norway”. To do this we promote Norwegian Seafood as a trademark in all our major seafood export markets, and we support Norwegian exporters in more than 140 counties worldwide. 

We are headquartered in Tromsø in Northern Norway, and maintain international offices in key markets such as Sweden (Stockholm), UK (London), Germany (Hamburg), France (Paris), Spain (Madrid), Portugal (Lisbon), Italy (Milan), Russia (Moscow), Brazil (Rio de Janeiro), Japan (Tokyo), Singapore (Singapore), China (Beijing) and USA (Boston). 

The Norwegian Seafood Council is a public company owned by the Ministry of Trade, Industry and Fisheries.  The Norwegian seafood industry finances the activities of the council through fees levied on all exports of Norwegian seafood.

The Norwegian Seafood Council invested NOK 504 million in 2014 to develop markets on behalf of Norwegian seafood exporters.

We have established five advisory marketing groups, one for each of the most important seafood sectors:

•        Norwegian Salmon and Norwegian Fjord Trout

•        Ground fish (Cod, Saithe, Haddock etc.)

•        Prawns and shellfish

•        Conventional products (Salted fish, Clip fish and Stock fish)

•        Pelagic products (Herring, Mackerel and Capelin)

Innovation is also a key focus for the years ahead, and we are also active in developing markets for “new species” that traditionally have not formed a sizeable segment of Norwegian Seafood exports.

Advisory marketing groups have also been established for the Norwegian domestic market and for environmental research and reporting.

The different groups comprise in total over 70 representatives from the fisheries industry.  The General Assembly is formed by the Minister for Fisheries and Coastal Affairs, who appoints the Board of Directors for a period of two years at a time.

The Norwegian Seafood Council is responsible for certification of Norwegian seafood exporters, as well as advising the NFD on general matters concerning the export and trade of seafood.  We also play an important role connecting education, training and scientific research centres to the international marketing of Norwegian seafood.  Our activities are focused on three main areas:

Joint marketing

The marketing work carried out by NSC is aimed at further increasing demand for Norwegian Seafood. Our marketing activities serve to support the exporters’ own sales efforts, often via joint marketing activities. By increasing awareness of and preference for Seafood from Norway, we help to establish a robust foundation for individual exporters to promote their products to consumers in global markets. Each year, we implements some 500 marketing projects in 25 different countries. These are all aimed at increasing demand for and consumption of Seafood from Norway. Our marketing programs are founded on our competencies within consumer and market analysis, international marketing, brand building in online and offline media and public relations.

Market information

We are the main source of statistics and trade information regarding seafood, and continually monitor trends and developments in global seafood sales, with a special focus on Norwegian Seafood. Each month, we publish statistics relating to Norwegian Seafood exports.

In addition, we maintain and distrubute updated information on import quotas, tariff rates and trade conditions in the various markets, and based on this information the Norwegian Seafood Council is well positioned to advise Norwegian exporters on current trading conditions in particular markets or regions. This market information is shared with the Norwegian Seafood industry, the Norwegian authorities and NSC’s own organization to enable our members to maintain or adjust market strategies based on reliable information.

Communication and reputational risk management

We help to strengthen the reputation of Seafood from Norway with active communications. Corporate communication, press grants, press travel and PR activities are all aimed at increasing market awareness of Norwegian Seafood and stakeholder knowledge about the Norwegian Seafood Council. We also help increase awareness of the importance of Norwegian Seafood exports to the economy of Norway as well as deepening knowledge of Seafood from Norway.

Reputational risk management is vital in safeguarding and strengthening the image of Seafood from Norway and NSC is at all times ready to contribute to social debate with accurate, updated information about our seafood products, NSC and the Norwegian Seafood industry.

For more information on the aims and objectives of the Norwegian Seafood Council, as well as to access market information, please visit en.seafood.no