The Norwegian Seafood Council has partnered with Asda to launch a retail campaign educating UK consumers about the sustainability of whitefish.
The origin mark “Norwegian seafood” will appear on the supermarket’s own label, Norwegian cod and haddock products, which are supplied by New England Seafood International.
The move aims to reassure customers that they are meeting the sustainability standards set by Norwegian fisheries. It comes after a One Poll survey commissioned by the NSC of 2,000 UK consumers found sustainably sourced fish to be an important consideration for 87% of them.
Push will be supported online and in-store through advertising, point-of-sale and social media activity.
Up to 13,000 households in Nottingham and Leeds will also receive direct mail, due to the high demand for whitefish in those areas, the NSC said.
“Norway leads the whitefish sector in terms of sustainability and quality,” Norwegian Seafood Council UK director Hans Frode Kielland Asmyhr told The Grocer.
“We have not only set the highest standards in our fisheries for years, but we have driven the agenda globally. With white fish being a staple on British menus, there is still a long way to go in educating consumers. “
The merger follows partnerships last September with Waitrose and Asda, which showcased the best of the Norwegian industry and its sourcing practices.