Photo: Norwegian Seafood Council/FIS

These are the Seafood Council's plans until 2030

NORWAY
Tuesday, November 05, 2024, 00:10 (GMT + 9)

The Norwegian Seafood Council's new species strategies and marketing plans are finally ready, and set a clear direction in the marketing work for Norwegian seafood over the next five years. The plans have been drawn up in close collaboration with the five market groups in the Seafood Council.

Rooted in the seafood industry

The new species strategies with associated market plans apply from 2025-2030, and will be implemented from January 2025. The species strategies contain strategies for the categories salmon and trout, whitefish, conventional products, pelagic species and shellfish.

In the past, it has been possible to describe the species strategies as rolling, in the sense that they have undergone annual revisions. With the new five-year period, both goals, strategic direction and market priorities will be more long-term. This thus gives us a better basis for raising our sights and setting even clearer goals and ambitions for the work going forward. The content of the species strategies is anchored with the seafood industry, through good and close strategy work in the market groups.

- We are very pleased to finally be able to present the result of extensive and productive strategy work, where representatives from across the seafood industry have contributed to setting clear direction and goals for the Seafood Council's marketing work over the next five years, says Børge Grønbech, the Seafood Council's director for global operations.

The Seafood Council has a total of five market groups consisting of people mainly from Norwegian exporters.

Provides direction for the period up to 2030

Central to the work has been taking into account the changes in the surroundings.

- It has been an important premise for the work to accommodate the major changes the industry is currently facing. Quota reductions on the wild fish side are one such example, and this has been with us all along as a central premise in the preparation of the new framework, Grønbech explains.

The new species strategies and market plans will be the guidelines for the priorities going forward, and clarify, among other things, which markets are to be prioritised, which market goals are to be worked towards and how the marketing work in the individual market is to be organised.

- We are convinced that the breadth of the new species strategies will be decisive for success in the next five years. With overarching goals that set the premise, and very specific goals summarized in volume and values ​​in the market, we hit on both a long-term perspective, a common direction and measurable activities. Not least, it will give us predictability in our marketing work, says Bjørn-Erik Stabell, responsible for strategy and sustainability at the Seafood Council.

Overall direction and specific goals in each market

The species strategies provide both overall and long-term direction for how we will work with positioning and marketing activities - in addition to very specific goals. In this way, we ensure a broad and overall anchoring of our activities, while at the same time we have clear objectives from which it is easy to see results. With a five-year strategy, it is also easier to work long-term, and to adjust priorities and activities when there is a need for it.

- This will be the basis for how we will work closely with the industry during the strategy period, in order to increase the value of and realize the potential of Norwegian seafood products. The process in general, and for us in the whitefish group in particular, this is really the result of teamwork and broad application of insight, good cooperation and effort from both the industry and the Norwegian Seafood Council, says Frode Mikkelsen, Lerøy's director of VAP and head of the Seafood Council's whitefish marketing group.

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