Healthy, juicy mackerel
“Norwegian mackerel is oily and tastes delicious. It is not very bony, so it is very easy to eat. It is used in all kinds of dishes for dinner, lunch and breakfast, so our customers often eat it,” says Kosuke Yasuda, an experienced fishmonger at one of Ito Yokado's supermarkets in Tokyo.
Yasuda has just spent a quiet part of the day filling up one of the supermarket’s many fish counters. There are packages of shiny Norwegian ‘saba’ in the well-stocked refrigerated counter behind him, ready to be snapped up by hungry Tokyo residents. Signs above the shelves clearly show the country of origin of the fish. Yasuda’s quality-conscious customers prefer healthy, juicy mackerel from the cold, clean waters off Norway’s coastline.