The Importance of storytelling and Country of Origin

There are many reasons behind all the choices that we make, and especially when it comes to food. As mentioned in the previous part, a sense of enjoyment, good atmosphere, taste, nutrition and convenience are among the main reasons for choosing Norwegian seafood. Additionally, research shows that the consumer wants to know where the seafood comes from as these numbers shows:

• 76% of consumers in selected markets cares about where the seafood comes from (In Italy, 86%)
• 75% believe that origin is an important indicator of quality (83% in Italy)
• 75% expect the origin of seafood to be clearly stated on the product (85% in Italy)
• 61% are willing to pay more for products with clear origin labelling (68% in Italy)

Source: Norwegian Seafood Council’s Seafood Consumer Insight 2021 with 23 288 respondents in 20 of the biggest seafood markets globally.  

Looking at the numbers above it is also clear that Italians care even more about country of origin that the average seafood consumer in other countries. 

How is the perception of Norwegian seafood in Italy?

The NSC is measuring this several times a year for salmon, stockfish and baccalà, and shows that Norway has the highest awareness and preference for all these products on a consumer level.

What is interesting to notice is that many Italians believe that stockfish and baccalà is products coming from Italy even if stockfish is solely a product of Norwegian origin, and baccalà mainly comes from countries such as Norway, Iceland and the Faroe Islands. This is not something unique and can be seen in other markets as well. The explanation for this is a lack of knowledge when it comes to country of origin for baccalà and stockfish.

Another reason may be that origin has not been highlighted on the products, and that processing of these products in Italy has led many consumers to think that these products originates from their own country. 

This shows the importance of highlighting the origin on the seafood products, and this is why the NSC invests tens of millions of euros every year in marketing through the brand “Seafood from Norway” and campaigns for salmon, stockfish and baccalà to encourage consumers to choose Norwegian seafood.

“Seafood from Norway” is a guarantee that the seafood is Norwegian, and by using the origin label on products and other packaging, you make it easier for the customer to choose Seafood from Norway. At the same time, your company and products can get the synergies from the investments made by the NSC.