The Norwegian Seafood Council
We believe that “The best seafood in the world comes from Norway” and that is what the Norwegian Seafood Council (NSC) wants people all over the world to believe too. In order to win over the world to Norwegian Seafood, we promote Norwegian Seafood in all our major seafood markets and support marketing activities in many of the more than 140 countries that import Norwegian Seafood.
Our head office is located in Tromsø in northern Norway and we have representative offices in Sweden (Stockholm), Germany (Hamburg), France (Paris), Spain (Madrid), Portugal (Lisbon), Italy (Milan), Russia (Moscow), Brazil (Rio de Janeiro), Japan (Tokyo), Singapore, China (Beijing) and the USA (Boston).
NSC’s activities are focused on three main areas:
The marketing work carried out by NSC is aimed at further increasing demand for Norwegian Seafood. NSC’s marketing activities serve to support the exporters’ own sales efforts, and NSC is often involved in joint market activities together with partners within the Norwegian Seafood industry. By increasing awareness of and preference for Seafood from Norway, NSC’s marketing work helps establish a good foundation when the individual exporters are promoting their products to consumers all around the world. Each year, NSC implements some 500 marketing projects in 25 different countries all aimed at increasing demand for and consumption of Seafood from Norway. NSC’s marketing is founded on its competencies within consumer analyses, international marketing, brand establishment, new media and PR.
NSC is the industry’s main source of statistics and trade information regarding seafood, and it continually monitors trends and developments in global seafood sales in general but with a special focus on Norwegian Seafood. Each month, NSC distributes statistics relating to Norwegian Seafood exports.
In addition, NSC possesses updated information on import quotas, tariff rates and trade conditions in the various markets, and based on this information NSC is in a good position to advise Norwegian exporters on current framework trade conditions. This market information is shared with the Norwegian Seafood industry, the Norwegian authorities and NSC’s own organization in order to provide a good, reliable decision-making basis.
Communication and reputational risk management
NSC shall contribute towards strengthening the reputation of Seafood from Norway with active information. Corporate communication, press grants, press travel and PR activities are all aimed at increasing market awareness of Norwegian Seafood and stakeholder knowledge about NSC. At the same time, NSC helps increase awareness of the importance of Norwegian Seafood exports and knowledge of Seafood from Norway.
Reputational risk management is important to safeguard and strengthen the image of Seafood from Norway and NSC is at all times ready to contribute to social debate with accurate, updated information about our seafood products, NSC and the Norwegian Seafood industry.
Organization and financial structure
NSC is financed by the Norwegian Seafood industry through fees levied on all exports of Norwegian Seafood.
NSC has established five advisory marketing groups, one for each of the most important seafood sectors:
- Norwegian Salmon and Norwegian Fjord Trout
- Ground fish (Cod, Saithe, Haddock etc.)
- Prawns and shellfish
- Conventional products (Salted fish, Clip fish and Stock fish)
- Pelagic products (Herring, Mackerel and Capelin)
Advisory marketing groups have also been established for the Norwegian domestic market and for environmental documentation. The different groups comprise in total over 70 representatives from the fisheries industry. In addition to the marketing group work in support of traditional Norwegian species, NSC is also active in developing markets for “new species”, i.e. species that traditionally have not formed a sizeable segment of Norwegian Seafood exports but which have potential as innovative additions to the more established Norwegian species.
NSC is a public company owned by the Ministry of Fisheries and Coastal Affairs. The General Assembly is formed by the Minister for Fisheries and Coastal Affairs, who appoints the Board of Directors for a period of two years at a time.