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The Norwegian seafood story in Asia - From dried fish Vikings to sushi Samurais
- 2. FROM DRIED COD VIKINGS TO SUSHI SAMURAIS Norwegian Business Association American Club May 29th 2014
- 3. NORWEGIAN SEAFOOD – OUR MOST IMPORTANT EXPORT PRODUCT AGENDA: • THE CURRENT EXPORT SITUATION • OUR SEAFOOD HISTORY AND DNA • THE ASIAN CONSUMER
- 4. • # 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
- 5. MARKETING THE VIKING WAY
- 6. SEAFOOD FROM NORWAY; AIRFLOWN FRESHNESS FROM THE COLD, CLEAR WATERS OF NORWAY
- 8. 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.
- 9. 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
- 10. RAW FISH VIKINGS BECAME SUSHI SAMURAIS
- 14. THE CONSUMER
- 20. THE JOINT BRAND OF ALL NORWEGIAN SEAFOOD
Editor's Notes
- Even if the salmon is big in volume and value it is important not to forget our beginning. The cod – also known as the fish that built Norway is at a record high. The Norwegian cod stock is healthy and the worlds largest and Norway shares 1 million metric tons of cod quotas annually.
- 75 % prefers the Yu Sheng dish to be a salmon dish. 40 % prefers that the salmon comes from Norway
- Convenience - you want it and want it now. Quick, available and easy Environment – not strong here now but will be in the future. 5 star hotels leads the way in the food service industry. Health – 30 % of adults in Jakarta are obese. Malaysia has the highest number of diabetes and obesity in the region and will have to do something about it Indulgence – More consumers joins the consuming class and can afford imported food. 40 million today in Indonesia – 80 million by 2020 according to Boston Consulting Group
- The consumer is global and the changes takes place quicker than ever before
- Consumer knowledge: The fish head by Norwegians regarded as cat food is sold for 5 dollars pr head in Bangkok Single importers buys a 20 ton container from Norway to Manila every week You got to be present, you got to talk to the consumer and you need good support. I came here thinking that recipes made for Singapore could be translated to Bahsa Malay and Bahasa Indonesia and re used at low cost. It was not that easy. Wrong spice, wrong picture, wrong cooking method and wrong ingredient name meant we had to do our booklets from scratch.
- Sushi is the global fast food trend that grows at the highest speed. A study from NSC shows that Sushi now is the leading product being delivered by scooter and as takeaway in a city like Paris. The raw, red fish that can be found all over the world is also a winner among kids. Even in Japan studies shows that the young consumers now turn away from the traditional #1 choice: Tuna to the more sustainable, available and tastier salmon sushi and sashimi This is also a trend that develops with great speed in Asia. Sushi shops in Asia are great for Norwegian salmon. Taiwans largest sushi chain has 300 outlets. On their wall of fame where they show their 100 best selling products Norwegian salmon is number 1, 3, 4 and 5. Once the cold spring was over the marketing director promised that Norwegian salmon would have all five top positons.
- This is the modern super mother. While doing full time work, caring for the environment and taking her kids to riding lessons or swimming classes she also serves them the salmon sushi they are craving for. She is among the typical salmon buyers of this region. According to a Rabobank study of the Chinese food scene in 2012 salmon sashimi was the food sectors equivalent to having an iPhone 5, a Gucci bag and Prada shoes. Not bad for food produced by farmers living in a fjord quite far from the closest Gucci store.
- I dare to claim that what Norway has done for the last 22 years – to have a joint marketing agency for all it’s seafood is partly to blame for our global seafood success. NSC is the leading marketing company for seafood and can together with the companies, their customers and other partners like Norwegian embassies and other members of team Norway develop the markets for the seafood industry of Norway. But I must add that we have had to develop to follow the trends and market shifts. At one stage some 15 years ago it was no limits to the dark, gloomy pictures uses in the promotion. So rough and dangerous was the environment the fishermen operated in on the pictures that one of my colleagues once was approached by a very kind lady that asked how she could contribute so the poor man on the picture could be allowed to get of the boat and onto safe ground.
- One of our greatest success stories is the fresh salmon transport to Asia. Today fresh salmon can reach Japan in as little as 36 hours and Singapore in 48. The use of passenger planes to fly in fresh fish perfect for sushi and sashimi has utilized one of our largest advantage, our ability to quickly supply the market with consistent quality and volumes throughout the year. One of our strategies is to fly journalists and stake holders the other way. Last year we did five press trips to Norway from South East Asia and 10 days ago we took six journalists to experience Norwegian salmon and our National day celebration. It has been said that NSC is Norways larges un-intended travel marketing agency. In Jakarta the Norwegian embassy doubled the number of tourist visa applications following NSCs two latest press trips. Living in Asia all of you know that Norway is far from the busy streets of Bangkok, the skyline of Singapore and the jams of Jakarta. I will end this presentation about the Norwegian seafood fairy tale with a short story from my previous colleague Arne Hjeltnes that was our representative in Hong Kong 10 years ago. After a long day in a bus constantly talking about salmon farms, fishing villages and faimily hotels on the western coast of Norway the bus was on its way over a deserted mountain pass. Arne thought it would be a good time to sit down and relax when one of his guests came rushing to the front of the bus telling the driver and Arne to stop the bus. Arne jumped to his feed telling the journalist that at this place it was nothing to see That’s exactly the point said the journalist from Hong Kong: We have never seen nothing before.
- I would round off by thanking our Celebrity Chef Jimmy Chook for making delicious Norwegian seafood for us together with the skilled staff of the American club. I would also NBAS and Odfjell for the oportuntity of talking to you here tonight. I will use this opportunity to introduce my successor Mr. Jon Erik Steenslid, wish him all the best in his job when he takes over the role as regional director on June 1st and thank you all for great support and cooperation.