The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

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

THANK YOU!

CC@SEAFOOD.NOWWW.SEAFOOD.NOWWW.CHRAMER.NO