Norwegian seafood takes off in SE Asia
SOUTHEAST ASIA, especially Thailand, is seen as a potential market contributing the fastest growth for Norwegian seafood, thanks to high consumption of quality seafood, especially salmon, as driven by the popularity of Japanese restaurants.
Jon Erik Steenslid, Southeast Asia regional director of the Norwegian Seafood Council, said that 2017 was an all-time high record value of export of Norwegian seafood with NOK 94.5 billion (Bt380 billion) in total value and 2.6 million tonnes in volume. Such export value was up by 3 per cent compared to 2016.
Breaking down into regions, the European Union is the largest market taking about 70 per cent of the export sales of all Norwegian seafood, and then Asia accounting for about 20 per cent.
“The potential in Thailand, especially for Norwegian salmon, is considerable. Over the past few years, we have seen very strong growth in export from Norway, and in 2017 alone it was close to 40 per cent. Thailand is one of our fastest growing markets. Thai consumers are becoming more trendy and international, and are demanding and appreciating high quality seafood. Consumption of salmon is especially growing as a result of the Thai's love for Japanese food, and particularly sushi and sashimi where salmon is by far the most popular fish. However, most consumers believe the salmon they eat in Japanese restaurants is from Japan, when the fact it is from the cold clear waters of Norway. This is a trend we see in many countries and markets across Southeast Asia,” said Steenslid.
“The share for Southeast Asia is about 8 per cent of total Norwegian seafood export, and the key driving factor is increased consumption of salmon in particular,” he added.
“I believe in a continued growth in seafood export from Norway to Southeast Asia as this is a region with one of the highest levels of seafood consumption combined with increasing purchase power and stagnating local supply. It is however difficult to predict exactly how much, but I feel confident that a total growth of at least 4-5 per cent annually should be possible given normal market and product conditions,” said Steenslid.
Steenslid said that sustainability and protection of the environment are key principles to all development of the seafood industry in Norway, combined with what is considered by many as the world's strictest regulation and management system. All our major wild fish stocks are responsibly managed and sustainably certified through continuous monitoring and research.
The same principles also apply to our aquaculture. The key challenge in salmon farming today is combating sea lice, a small crustacean that attaches itself to the skin of the salmon and can negatively affect the condition of the fish. It is important to note that this has no effect on food safety, it is an issue of animal welfare, another important condition in Norwegian aquaculture.
The Norwegian salmon industry together with research organizations are investing substantially to overcome and solve this challenge with promising results, which is a requirement for continued future growth in production of Norwegian salmon. The current annual production of Norwegian farmed Atlantic salmon is 1.3 million tonnes, which is 55 per cent of the world production, making Norway the world's largest producer.
The Norwegian Seafood Council (NSC), the representative of the world’s number one salmon exporter, in partnership with Thammachart Seafood Retail Co Ltd, has introduced the “Seafood from Norway” country-of-origin logo, as a trademark of quality.
The NSC works with the Norwegian fisheries and aquaculture industry to develop markets for Norwegian seafood. In Thailand, Thammachart is using the NSC’s Seafood from Norway brand, particularly for salmon.
“Nobody knows salmon like the Norwegians”, said Steenslid. “Norway is a country with a long, celebrated tradition of living as one with the ocean. The locals over generations have worked to preserve the ocean with the utmost care, and it is this culture that makes Norway truly a nation of seafood, and the second largest seafood exporter in the world.”
The Incredible Flavours of Norway retail campaign is bringing Norwegian seafood to Bangkok. Thammachart will be the first retailer in Thailand to use the logo.
Julian Davies, CEO of Thammachart, said: “Thammachart Seafood is run by seafood experts who personally visit fisheries and farm owners to select the highest quality products, and ensure fair trade to farmers. We pride ourselves on supplying the freshest seafood and guarantee that all products sold are traceable to their places of origin. We believe that this ‘Seafood from Norway’ mark of origin will assure our consumers of the quality products we deliver to every seafood counter, fresh from Norway.”
The launch event at Siam Paragon hosted a giant Norwegian cod, flown from Norway. The promotion lasts until April 25 at the mall’s Gourmet Markets.
