Norwegian company to launch Cobia campaign
When Bjørn Myrseth started his company Lax AS in 1976, he probably didn’t think that in 2011 he would be involved with the mass marketing of cobia from a Marine Farms subsidiary in Vietnam and Belize. For that matter, he probably also didn’t envision having significant investments in the farming of sea bass and sea bream in the Mediterranean Sea. But all of this- in addition to his company’s salmon farming operations in the UK- came to reality after Mr. Myrseth sold his interests in Stolt Sea Farm in 1987. A recent release by the subsidiary Marine Farms Vietnam explains the latest marketing move;
Marine Farms Vietnam, in collaboration with Nordic Group, will launch a major public relations campaign in the coming months to promote farm-raised cobia to restaurants, grocery stores, caterers, and consumers in the United States. The sashimi-grade fish has been test marketed and received high marks for its versatility and flavour by restaurant groups nationwide where the cobia has been served plated, in buffets, chowders, and sushi.
The public relations program will include social media, a new website, cooking demonstration videos, recipes developed by professional chefs, direct marketing, presentations, media relations, and promotional materials for customers. "We firmly believe that it is finally time for cobia to live up to its promise as the 'next sensation in the seafood industry,'" said Terje Korsnes, CEO of Nordic Group. "We have gone through the quiet phase of product development. It is now time to raise the product profile and create awareness at every level of the trade."
Carlos Massad, managing director of Marine Farms Vietnam, calls cobia "the ideal aquaculture fish. It compares in taste and has many of the same characteristics as Chilean sea bass and hamachi, grows to 12 pounds in just 12 months, has more Omega-3 oils than salmon, and is priced competitively. "Importantly, Marine Farms Vietnam cobia, farm raised in open sea cages at low population densities, targets the demand for a sustainable and stable supply of high quality white meat fish fillet," he said.
The Norwegian parent company, Marine Farms A/S, has invested more than $10 million (~€7.3 million) in developing the world's largest cobia fish farming operation, utilizing proven Norwegian aquaculture techniques. The fish are fed the same nutritional profile as farm-raised salmon, but without color additives, with all fish feed ingredients derived from certified sustainable fisheries.
Marine Farms Vietnam processes the cobia in a purpose built, Japanese owned facility to certified sashimi grade specifications. The fish is frozen and vacuumed packed as long loins and skinless/boneless fillets. Food professionals recognize Japanese sashimi grade as the highest standard of quality in fish. Nordic Group is the exclusive marketing agent for Marine Farms Vietnam in the United States and Canada. The fish will be sold under the akvacobia brand. Wanger Associates, a public relations agency with experience in the seafood industry, has been retained to lead the public relations and promotional campaign.
