the norwegian seafood story in asia - from dried fish vikings to sushi samurais
DESCRIPTION
Presentation on the Norwegian seafood success story held for the members of the Norwegian Business Association Singapore at the American ClubTRANSCRIPT
FROM DRIED COD VIKINGS TO SUSHI SAMURAISNorwegian Business Association
American Club May 29th 2014
NORWEGIAN SEAFOOD – OUR MOST IMPORTANT EXPORT PRODUCT
AGENDA:
• THE CURRENT EXPORT SITUATION
• OUR SEAFOOD HISTORY AND DNA
• THE ASIAN CONSUMER
• # 1 in Atlantic salmon production
• # 1 in Seafood marketing
• # 2 in global seafood production
• # 1 in sustainable management (source University of British Columbia)
• Exports to 130 countries
• 10,2 billion USD in 2014
• 960 million USD in April
• 3,8 billion USD so far this year
• + 770 million USD up from last year
NORWEGIAN SEAFOOD – THE BIG NUMBERS
MARKETING THE VIKING WAY
SEAFOOD FROM NORWAY; AIRFLOWN FRESHNESS FROM THE COLD, CLEAR WATERS OF NORWAY
Cold,
clea
r wat
er
Fjord
s
Mou
ntai
ns
Hig
h sta
ndar
d of
livin
g
Strict
regu
latio
n
Wea
lth
Cold
weath
er
Sno
w and
ice
Beaut
iful s
cene
ry
Nor
ther
n Li
ghts
Mid
nigh
t sun
Fai
rnes
s and
equ
ality
Hig
h ta
x
Expen
sive
Lar
ge fis
hing
indu
stry
Lar
ge o
il ind
ustry
Other
,
I don
’t kno
w 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Associations to Norway
Yu Sheng Study Singapore - Source: TNS Gallup/NSC 2014 - N=500, Singapore, Question: Q20
Q20: What do you associate with Norway? Choose up to 5.
Year Volume total
Share of fresh
Volume Norwegian total,
Norwegian share of total volume
Norwegian share of fresh
Indonesia 2013 2683 82% 1989 71% 72%
Malaysia 2013 2700 60% 1888 70% 99%
Singapore 2013 7438 82% 6379 86% 94%
Taiwan 2013 15376 82% 8134 53% 58%
Thailand 2013 8132 26% 7228 89% 97%
NORWEGIAN SALMON – ALREADY THE MARKET LEADER
RAW FISH VIKINGS BECAME SUSHI SAMURAIS
FROM HUMBLE BEGINNINGS
THE CONSUMER
THE JOINT BRAND OF ALL NORWEGIAN SEAFOOD