Norwegian Seafood
NSC on UK TV for the first time
A new sponsorship deal will see the Norwegian Seafood Council promoted on the Good Food Channel throughout 2015. This is the first time the organisaiton will appear on British televisions, aiming to increase the number of people adding seafood to their shopping baskets and generally boosting the seafood category. This will in turn drive demand for Norwegian seafood, as one of the UK’s largest seafood suppliers.
The activity kicked off with four new idents portraying Norwegian seasonal whitefish and salmon.
The sponsorship will feature within Good Food titles such as Masterchef - The Professionals, Rachel Allen, The Hairy Bikers, River Cottage, Rick Stein (various), Man vs Food, and more within the Good Food Channel portfolio.
Bray Leino CEO Kate Cox said: “We’ve been working with NSC since 2010, doing lots of exciting PR and retail activity to drive awareness of the NSC brand and promote the benefits of having healthy, sustainable fish products on the weekly shopping list. This first foray onto TV is a big step for NSC and will form a great backbone to the 2015 campaign, which aims to further build awareness, recognition and trust in the NSC brand.”
Jack-Robert Møller, UK Director of the NSC, said: “This is a hugely exciting step for the NSC. For the very first time in the UK, we are using TV to encourage more people to cook the seafood we are so passionate about for themselves and their families at home. Ultimately the activity will see more shoppers choosing to buy fish as part of their weekly shop, which is a sustainable, as well as a healthy and delicious choice.”
HANDY NORWAY SUSTAINABLE FISHERIES FACTS
- Norway banned discards in 1987
- Norway has the world’s largest growing cod stock
- Norway captures about 93% of its cod from the Barents Sea
- The Barents Sea (which accounts for 93% of Norwegian Cod catches) has the largest cod stock in the world - the fishery is defined by International Council for Exploration of the Sea as having full reproductive capacity and can be harvested sustainably.
- In 2013, the Barents Sea cod quota was a historic 1,000,000 tonnes
- In 2014, the Barents Sea cod quota was reduced to 993,000 tonnes to keep stocks at a sustainable level
- A study by the University of York in 2009 concluded that adopting Norwegian policies in the North Sea would provide substantial benefits to the stocks with minimal short term costs to the fishing industry.
- Norwegian seafood is caught using a variety of catching methods and by different types and sizes of fishing vessels. From hand-line fishing, long-line fishing to Danish Seine fishing, gillnet fishing and trawling. All these methods are accepted as sustainable fishing methods.
- According to the WWF bycatch initiative report (Norway, October 2008)
- The Norwegian groundfish fisheries management system is significantly better than other similar fisheries in the Atlantic.
- Compared with other groundfish fisheries around the world, Norwegian fisheries have shown that it can ensure a relatively robust and rational management.
- WWF highlighted the practical measures employed by Norway that have a proven positive effect and could be adopted by any other fishery see report for more details.