Record High Seafood Exports in 2021

The last year has been the best ever for Norwegian seafood exports, which reached 3.1 million tonnes in 2021. This sets a record in both volume and value and represents the equivalent of 42 million seafood meals every day of the year.

Norway is in a very favourable position – it has seafood products in high demand, even in times of crisis, and this has resulted in growth, record export volumes and a total export value that Norway has never experienced before. This is impressive and shows that seafood is secured as one of Norway’s key industries for the future.

As a key part of its export business, Norway works hard to ensure that colleagues in British fish & chip shops get stable deliveries of cod and haddock, while also reassuring them and their customers that the fish they receive is traceable, sustainable and of the very best quality.

From pioneering stock management to diverse fishing fleets, everything the Norwegians do has sustainability at its heart.

Responsible stewardship underpins Norway’s fisheries, from adhering to strict regulations, to constant assessment of quotas to maintain healthy fish stocks and ensure they are never over-fished.

Additionally, thanks to its pure, icy waters, Norway provides the perfect conditions for fish, and its seas hold the world’s largest cod stock. This ensures that Norwegian cod and haddock are of superior quality, firmness and flavour.

The Opportunity

Fish & chips are often the entry point to seafood for many consumers, so there is a real opportunity for operators to engage with their customers about the fish they serve. Recent research by the Norwegian Seafood Council identified that a third of Brits visit their fish & chip shop once a week or more, and 65% tuck in at least once a month.

Cod and haddock are by far the most popular fish of choice, and a chippie meal provides significant value for money based on size of portion and quality of produce. Fish & chip shops can demonstrate this value to their customers by communicating the superiority of the ingredients they use. When serving Norwegian cod and haddock, operators can be confident they are providing their customers with some of the finest fish there is, while ensuring the highest standards of sustainability.

This is a priority for customers too, with 9 out of 10 diners (87%) researched agreeing that sustainable fish is important to them, but only a quarter (24%) saying they knew what to look for when it came to sustainable fish in their fish and chip shop. As a result, 74% of respondents agreed that they would find it helpful for fish & chip shops to tell them more about the sustainability credentials of their dishes.

The opportunity lies in how this is relayed to diners: by driving awareness of the quality of the fish, they are being educated about how this fits with their personal desire to eat sustainable fish. Providing more story telling about the origin of fish & chips and displaying the Seafood from Norway sign of origin in the shop, will give customers more information about the great produce they are buying, and will reassure them that they can expect the best quality fish when they visit the venue.

Hans Frode Kielland Asmyhr, UK Director, Norwegian Seafood Council, comments:

“As we move further into the new year, we aim to work even more closely with operators to educate them on the importance of origin and sustainability. We will be providing them with all the tools needed to tell a story and reassure their customers that they can eat cod and haddock with confidence, when they choose Seafood from Norway.”

Flying the Flag for Seafood in a Sustainable Future

To educate about seafood’s role in a sustainable future for food, The Norwegian Seafood Council is creating a series of digital presentations, calling on experts from around the industry to provide their take on how this can be achieved. The first of these is available to view now at here.

For further information on quality legislation and sustainability, please visit www.seafoodfromnorway.co.uk.