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Last year, the value of Norwegian cod, haddock and prawns exported to the UK totalled 112.9 million GBP, an increase of 15.7 million GBP from 2010.
The volume of Norwegian cod, haddock and prawns exported to the UK totalled 41,897 tonnes, up by 3,778 tonnes compared to 2010, according to the latest figures from the Norwegian Seafood Council (NSC). In terms of overall exports, the UK market is the seventh largest out of the 130 countries Norway exported to in 2011.
Norway has one of the best fisheries management systems in the world, and the NSC saw a significant increase in Q4 of its prawn exports, followed closely by haddock and then cod.
· Prawns saw a 41% growth of export value from Norway to the UK in Q4 with 34% growth from 2010-2011 (2,825 metric tonnes)
· Haddock saw a 34% growth of export value from Norway to the UK in Q4 with 23% growth from 2010-2011 (25,618 metric tonnes)
· Cod saw a 12% growth of export value from Norway to the UK in Q4 with 4% growth from 2010-2011 (13,454 metric tonnes)
In 2011, the Norwegian Seafood Council launched a two year marketing campaign to target both trade and consumers with the intention of increasing supply and growing demand. The NSC believes the best seafood in the world comes from Norway’s clear, cold waters, and combined with its excellent fisheries management, choosing Norwegian means consumers can enjoy seafood with a clear conscience.
The campaign branding - FISK.FøREVER - brings together the best aspects of Norwegian Seafood: sustainability, health benefits and flavour, and is a simple rallying call to UK consumers to look out for Norwegian in store and for retailers to opt for Norwegian Seafood as a commitment to sustainable sourcing,
A ‘Seafood from Norway’ Facebook page has been created to interact with consumers and trade - http://www.facebook.com/seafoodfromnorway. The page highlights the fantastic quality of Norwegian seafood, as well as informs and educates both trade and consumer audiences about the rich heritage of the Norwegian fishing industry and the practices that make it one of the most sustainable sources of seafood in the world.
Demonstrating how Norwegian cod, haddock, prawns and red king crab can be enjoyed at home is a key part of the consumer campaign, and the NSC has created a number of recipes using cod and prawns to show consumers how easy it is to make seafood a part of their everyday menu plan. Recipes can be found on www.facebook.com/seafoodfromnorway/recipes.
The 2012 trade campaign will continue to focus on the fish & chip shop industry, retail and HoReCa. Marketing activity will incorporate advocacy partnerships, PR, print advertising, potential TV advertising and much more, with some exciting brand partnerships being announced very shortly.
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