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Norwegian Seafood

Go ahead Michel, make my Skrei

It’s been a busy start to the year in our ongoing mission to promote Norwegian seafood to UK consumers, retail and leading hospitality industry stakeholders.

In January we renewed our partnership with everyone’s favourite Michelin-starred chef Michel Roux Junior. He’s a Norwegian Seafood Ambassador for a second year, championing Norway’s Skrei Cod in the UK.

“I am proud and honoured to be an Ambassador for what I consider to be, one of the finest products of the sea,” he said.

Skrei (pronounced Skray) has been a delicacy in Norway for hundreds of years. It’s a type of cod that you’ll increasingly find on the menu at many of the UK’s finest seafood restaurants.

However, Skrei can only be caught from January to April, between the Barents Sea and the Lofoten Islands just off the coast of Norway. This short fishing season means that, for the first four months of the year, Skrei is big news for our Client, Norwegian Seafood Council (NSC).

We marked the start of Skrei season this year by taking a number of top chefs, including Michel Roux Junior, Monica Galetti, Simon Hulstone and Daniel Galmiche to Norway to learn more about how Skrei is caught and prepared. This trip resulted in a fabulous 4 page spread in The Independent by writer and food blogger Rosie Birkett. It also spawned the first ever #skrelfie.

Back in the UK we celebrated Skrei season by hosting industry stakeholders, suppliers and journalists at the Norwegian Ambassador’s Residence for a sensational dinner featuring many of Norway’s finest seafood delicacies.

As if that wasn’t enough fishy awesomeness, this year the NSC partnership with Great British Chefs will showcase the Norwegian seafood portfolio. The partnership kicked off in February with this stunning video.

And finally… we’ve just launched a fantastic new initiative for the Global team at NSC. The Cod Academy. For all your questions about the Norwegian Cod industry, this is the place to go; a massive treasure chest of relevant information.

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