NORWAY is awash with fish – both farmed and wild caught – but the country’s population and especially the younger generation are turning up their noses at it.
Domestic seafood consumption has fallen dramatically in recent years – a drop of 15 per cent last year – so now the government in Oslo has launched a campaign urging people to eat fish at least three times a week.
Starting this week, the ‘3-a-week’ logo will be seen in stores and on advertisements the length and breadth of the country.
It will be backed up by health messages, recipes and cooking tips. The target group is consumers in the age group 18 to 40, where the reduction in seafood consumption has been the most marked.
Norway’s young seem to be no different from their counterparts in other countries in that they prefer fast food outlets and other proteins, such as chicken, to fish.
Fish also needs to be cooked carefully and skilfully, and another suggestion is that the young do not have time to spend in the kitchen.
The Norwegian Seafood Council says it hopes to see an increase in consumer awareness during the year. It has also been analysing the media choices of the young so it reaches the target audience more effectively.
Schoolchildren are also been targeted. Last year the Ministry of Food and Fisheries allocated more than 12 million kroners (£1.1 million) for projects that it hopes will provide children with a positive seafood experiences.
Under the subsidy scheme, called Sea Measures, the ministry is funding on projects designed to help kids create healthy dietary habits during their early years which, the government hopes, will last for the rest of their lives.