Page 17 - Norway export Seafood, Fishing&Aquaculture 2018-19

Interview with Renate Larsen:

- the Potential is Signifi cant

Norway is the world’s second largest exporter of seafood and has a strong
position in many countries. After a period of stagnation in Brazil, Norway is in
a good position to win back lost market shares and ensure further growth.

By Edmund Mongstad

Brazil is one of the largest markets for once or twice a year. At the same time the clear change in competition for Norwegian
Norwegian clipfi sh. No other Norwegian total seafood consumption in Brazil is only clipfi sh. Historically, Norway has more or
export commodity to Brazil is as renowned 10 – 11 kilos per person, an indication of a less operated alone in the Brazilian clipfi sh
and preferred as clipfi sh. Unlike Norway, huge potential for growth. market, but in the past years China has taken
where clipfi sh is often associated with over an increasing share by offering clipfi sh
the stew bacalao, bacalao in Brazil is “Clipfi sh is mostly consumed at Christmas made of cheaper varieties of white fi sh.
tantamount to Norway. Clipfi sh is deeply and Easter. With an improving economy, “We see an increased competition.
rooted in the Brazilian people. There is it is more likely that Brazilians to a larger Therefore, we have to be aware of how we,
a perception that everyone likes clipfi sh, degree will choose clipfi sh also outside collectively, work to increase the demand
and high expectations and excitement is of the classic holidays. At the same time, and preference for the fantastic products
associated with preparing meals made Norway offers a wide variety of seafood, from Norway. Our market share in Brazil
from clipfi sh. so there is clearly an opportunity in is close to 50%, which is far lower than it
export of other products. It is important to was just a few years ago. Our focus in the
Considerable room emphasize that Norwegian seafood and future will be to win back the lost market
for possibilities seafood production meets the consumer’s shares and facilitate for increased export in
In 2017, Norwegian global export of seafood expectations in terms of sustainability, the years to come”, says Larsen, who sees
totaled NOK 94.5 billion. This is an increase transparency, quality and natural products”, a huge potential for Norwegian seafood in
of 3 percent, or 3 billion NOK as compared says Managing Director at The Norwegian the Brazilian market now that the economy
to the previous year. Considering the Seafood Council, Renate Larsen. is on the rise.
statistics for export of Norwegian clipfi sh
to Brazil, there is a volume increase of 35 Tougher competition A Rich History
%, and an increase in value by 41 %. The The Norwegian Seafood Council conducts It is no coincidence that Norwegian clipfi sh
numbers speak for themselves. annual studies to measure Norwegian holds a strong position in Brazil. In January
seafood’s position in the most important 1842, about 176 years ago, the Norwegian
There are 180-190 million people living in markets. Bacalao da Noruega holds a schooner “Nordstjernen” arrived at the
Brazil and the majority of them eat clipfi sh unique position in Brazil, but there is a harbor of Rio de Janeiro with clipfi sh from
Norway on board. The trip from Trondheim
took 61 days. The ship took Brazilian coffee
back to Norway, and thus started the trade
relations between Norway and Brazil.

“In an historical perspective, fi sh is both an
economical and a cultural pillar in Norway,
particularly for coastal Norway. Fish has
played a role in building the country,
with clipfi sh at the forefront. Even though
aquaculture and salmon production has
grown quickly and is now our largest
export product, clipfi sh still has a central
role In Norwegian Seafood export”, says
Renate Larsen.

Renate Larsen, Managing Director
at The Norwegian Seafood Council

17 17
seafood, fi shing & aquaculture