Norwegian salmon marketing. (Photo: Norwegian Export Council)

Seafood marketing activities boosted after Russian import ban

NORWAY
Tuesday, August 19, 2014, 23:20 (GMT + 9)

The Norwegian Seafood Council is boosting its marketing activities in other important markets for Norwegian seafood after the Russian import ban.

On 6 August Russia announced a ban on imports of Norwegian seafood, among other imported food products. Russia is one of Norway’s most important seafood markets, the largest one for the last two years.

”Producers, exporters and marketers of a global product such as salmon stay calm when getting such news. The Seafood Council had the proper tools at the ready when the news about the import ban came. Our country managers all over the world have analysed what marketing activities will have most effect in the short-term, for instance with which retail chains additional campaigns could be planned. In close dialogue with the exporters, we have planned alternative marketing activities for the year to come, aiming to keep the current global demand for Norwegian salmon at its current high level”, said Bjørn-Erik Stabell, marketing manager for salmon in the Norwegian Seafood Council.

The Norwegian Seafood Council has decided to put all planned investments in Russia on hold, and move the funds to other markets. In addition, it had already planned for extra investments this year, and will invest from the industry’s own reserve funds. All together, these extra investments sum up to almost NOK 60 million (USD 9.7 million), which the Seafood Council will invest in France, Italy, Spain, Germany, Great Britain, Japan and Norway.

Exporters of Norwegian trout, that now have lost a very important market, will have to increase the demand for trout in other important markets the year to come. The Seafood Council will work closely with the industry to create synergies in the marketing of salmon and trout.

”The Norwegian seafood industry is known to be globally oriented, innovative and to have a great ability to see new opportunities and turn to them”, says Ragnhild Dahle Heen, marketing manager for trout in the Norwegian Seafood Council.

In addition to salmon and trout, Russia is also a very important marked for herring. Previously, the Seafood Council also prepared to invest reserve funds for the pelagic sector. However, the board and the advisory board for pelagic sector in the Norwegian Seafood Council decided to await the situation to get an even better understanding of the consequences of the import ban, and will not immediately invest the NOK 15 million (USD 2.4 million) reserved by the board.

Related articles:

- Russian ban on Norwegian seafood poses 'a challenging situation'
- Russia bans food imports to retaliate against sanctions  

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