The Norwegian Seafood Council is pleased to invite you to a new edition of the annual salmon seminar held in Milan.

The topic of this year's seminar is updated insight into the salmon market in Italy with the main focus on changing consumer behaviour in this exciting food country.

Exports to Italy are very positive and the volume increase from 2020 to 2021 was as much as 25 per cent. The sushi boom was another important reason for increased consumption of salmon in Italy in recent years, but the pandemic has also contributed to italians starting to make more salmon at home.

Healthy, local and sustainable food has always been important in Italy, and has probably become even more important over the past two years. Health focus and inspiration for simple and good recipes were therefore the main ingredients of last year's large salmon campaign that would get more Italians to put salmon on the menu at home in their own kitchen. This was conveyed through films, texts and images that also link the salmon to the local food traditions.

"Perfetto in ogni ricetta" or perfect in each dish is a slogan that has gained increased column space in the food country and we will at the seminar shed light on the possibilities for further growth in Italy.

This year's seminar will be held physically on 15th of June from 14:30 to 19:00. The seminar is held at Palazzo delle Stelline, Corso Magenta 61, in Milan, where we have also conducted previous seminars.

Italians love for salmon. Consumer behaviour and future trends in the Italian market.

14:30 - 15:00 Registration and welcome coffee

15:00 - 15:15 Welcome and introduction

  • Greetings from Ambassador Johan Vibe, Royal Norwegian Embassy in Rome
  • Seminar moderated by Gunvar Lenhard Wie – Director Italy, Norwegian Seafood Council

15:15 - 16:15 First session: Salmon insight and market performance

  • Changes in volume & value: outlook for the coming year
    Speaker: Paul Andahl – Seafood Analyst, Norwegian Seafood Council
  • FMCG trends for salmon and seafood 
    Speaker: Marco Pellizzoni – Commercial Director, Consumer Panel & Services, GfK Italy
  • New consumers’ anthropology, lifestyles and social changes
    Speaker: Patrizia Martello – Senior Research Advisor

16:15 - 16:50 Coffee break

16:50 - 17:50 Second session: Consumer behaviour in Italy & marketing

  • Personas, needs, attitudes and behaviour: Consumer deep dive
    Speaker: Lars Moksness – Consumer Behaviour Analyst, Norwegian Seafood Council
  • E-commerce and digital innovation in Italian retail
    Speaker: Enrico Redaelli – eCommerce Manager, Bennet
  • Results from past campaigns and 2022 plans
    Speaker: Gunvar Lenhard Wie – Director Italy, Norwegian Seafood Council

18:00 Aperitivo with Norwegian seafood and networking,
in the garden of Palazzo delle Stelline


There is the possibility of accommodation at Hotel Palazzo delle Stelline, which is located in the same building as the seminar, otherwise there are many opportunities for accommodation near the seminar.

Discounted fares are available at Hotel Palazzo delle Stelline for seminar attendees, when booking via email at Please specify you are attending the NSC Salmon Seminar on 15th June in your email, to benefit from the discounted fare.

Norwegian participants, please register here. Italian participants, please register in the form under: