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

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Presentation on the Norwegian seafood success story held for the members of the Norwegian Business Association Singapore at the American Club

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Page 1: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 2: 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

Page 3: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

NORWEGIAN SEAFOOD – OUR MOST IMPORTANT EXPORT PRODUCT

AGENDA:

• THE CURRENT EXPORT SITUATION

• OUR SEAFOOD HISTORY AND DNA

• THE ASIAN CONSUMER

Page 4: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

• # 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

Page 5: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

MARKETING THE VIKING WAY

Page 6: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

SEAFOOD FROM NORWAY; AIRFLOWN FRESHNESS FROM THE COLD, CLEAR WATERS OF NORWAY

Page 7: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 8: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

Cold,

clea

r wat

er

Fjord

s

Mou

ntai

ns

Hig

h sta

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d of

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g

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regu

latio

n

Wea

lth

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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

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sive

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ge fis

hing

indu

stry

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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.

Page 9: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

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

Page 10: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

RAW FISH VIKINGS BECAME SUSHI SAMURAIS

Page 11: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

FROM HUMBLE BEGINNINGS

Page 12: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 13: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 14: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

THE CONSUMER

Page 15: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 16: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 17: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 18: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 19: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 20: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais

THE JOINT BRAND OF ALL NORWEGIAN SEAFOOD

Page 21: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
Page 23: The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais