The “Seafood from Norway” mark guarantees the origins of seafood from Norway and is intended to strengthen the country’s seafood appeal globally.
Renate Larsen, chief executive of the Norwegian Seafood Council, said: “Seafood is one of Norway’s most important export industries, and has the potential to become our strongest brand globally. With the new mark, we position Norway as the origin and guarantor of the world’s best seafood. Our objective is to build a brand the whole seafood industry can be proud of, and which will further develop the industry towards a future in where seafood is our most important export product.
“Norway has natural prerequisites for delivering the world's best seafood; the cold and clear sea provides a unique flavour. Norwegian authorities play an active role in sustainable management of seafood resources. The people who work in this industry with long traditions are creating new innovations. The industry is benefiting from world-class research, management and technology development. We have much to be proud of as a seafood industry and as a seafood nation.”
The Norwegian Seafood Council wants the new mark to help increase visibility and recognition globally across markets, products and species.
Marianne E Johnsen, chair of the Norwegian Seafood Council, said: “The world is changing, consumer preferences have changed, and the Norwegian seafood industry has developed. Norway is today the world’s second largest seafood exporter - and the potential for further growth is even greater.”
Respect for nature
Per Sandberg, Norway’s minister of fisheries, said at the launch: “This label will become a symbol for Norwegian seafood globally. When Japanese or Brazilian consumers find Norwegian seafood on supermarket shelves it should be labelled with this country of origin mark. It guarantees the product originates in Norway. I look forward to seeing it the next time I am visiting a supermarket or fishmonger abroad.”
The project’s manager, Norwegian Seafood Council marketing director Kristin Pettersen, said: Through good and close cooperation, we have succeeded in creating a future-oriented concept that enhances instead of competing with companies' own logos or brands. This has been one of the foremost goals with the mark.”
The Norwegian design agency Uniform developed the new country of origin mark on behalf of the Norwegian Seafood Council. The mark is designed to trigger associations of Norwegian mountains reflected in the ocean; mountains, sea and horizon binding them together.
Uniform’s creative director, Tone Bergan, said: “We want to reflect the uniqueness of Norway; the cold clear sea, our natural conditions, our respect for nature, our coastal culture and our origins. We hope this pride is clearly communicated through the new country of origin mark.”