Marketing
BY VINCE MCDONAGH
Flying the ļ¬ag Norwayās seafood industry is spending more than ever on promoting its products abroad
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PAIN and South Korea will be the main targets next year as the Norwegian Seafood Council unveils another massive markeļæ½ng budget. The organisaļæ½on has set aside just over NOK 300m ā around Ā£25m ā giving rival salmon producers such as Scotland and the Faroe Islands a lot to think about. The budget is similar to this yearās spend. It covers all types of seafood, of course, but by far the largest amount, NOK 143m (Ā£12m), will be devoted to promoļæ½ng farmed salmon mostly through PR and adverļæ½sing campaigns. Whiteļ¬sh such as cod and haddock, much of which goes to the UK, receives NOK 67.5m (almost Ā£5.8m), while NOK 19m Ā£1.6m) will be spent on shellļ¬sh and NOK 32.5m (Ā£2.8m) on mackerel and herring. Covering at least 30 countries, the Seafood Council is determined to get the āBuy Norwegianā message to as many parts of the world as possible. But the budget winners in 2022 will be Spain at NOK 28.5m (Ā£2.37m) and South Korea at NOK 32m (Ā£2.6m). Cod will be pushed hard in Spain while salmon will be the focus in Korea, where demand has been rising.
Around NOK 22.5m (Ā£1.9m) will be spent in France, but with Japan at NOK 19.5m (Ā£1.7m) and China at NOK 17m (Ā£1.48m) these two countries have dropped down the list. BĆørge GrĆønbech, Global Operaļæ½ons Director at the council, says: āEvery year, our goal is to have the markeļæ½ng plans ready by the beginning of October so that the exporters can use them in their own markeļæ½ng work. āWe expect to make some adjustments, but, with a few excepļæ½ons, most things are now in place.ā The Seafood Council is clearly spreading its net wide with emerging markets such as Israel, the Middle East and Vietnam seeing their current
Above: BĆørge GrĆønbech (Photo: Marius Fiskum NSC) Left: Norwegian salmon in Spain Opposite - clockwise from top left: Promoļæ½on campaign, France; Seafood Council stall, South Korea; salmon on sale, Italy; Trine Horne
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09/12/2021 15:40:38
