Business Enquirer Magazine | Gulfood 2024 Special Edition | Norwegian Seafood Council

THE VALUABLE ROLE OF THE MIDDLE EAST TO NORWAY’S SEAFOOD INDUSTRY

THE VALUABLE ROLE OF THE MIDDLE EAST TO NORWAY’S SEAFOOD INDUSTRY I

ts second biggest international trade to oil and gas, Norway exported a phenomenal 2.9 million tonnes of seafood in 2023, worth a value of NOK 171 billion. This comes at a 14% increase on 2022, which was itself a record-breaking year.

So, what has propelled this ever-growing industry for the Norwegians?

Amongst an increasing global appetite for fish (with the New Scientist sharing that the hunger for the meat is set to double by 2050 due to growing affluence 2

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and population), is burgeoning markets such as Saudi Arabia and the United Arab Emirates.

“With the second biggest coastline in the world, at 100,915 kilometres, our waters offer far more fish than the country can consume, so we have a fantastic opportunity to share our products across the world,” shared Ørjan Kjærvik Olsen, Manager of Emerging Markets for the Norwegian Seafood Council.

Supporting the growth of the Norwegian seafood export market is the Norwegian

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1 https://en.seafood.no/ news-and-media/news-archive/norways-seafoodexports-worth-nok-151.4billion- in- 2022/#:~:text=January%202023%2C%20 07%3A02.&text=2022%20was%20 the%20best%20year,every% 20day%20%2D%20 all%20year%20round.

2 https://www. newscientist.com/ article/2290082-globaldemand-for-fish-expected-to-almost-double-by2050/

Seafood Council (NSC), which represents 480 exporters in the country.

The NSC is a marketing communications organisation which works collaboratively with the Norwegian seafood industry to increase the value of its seafood in new and established markets all over the world.

It does so via market insights - including studies of up to 30,000 people across 25 countries per year, market development, market risk management and reputational risk management in select markets around the world.

Headquartered in Tromsø, Norway, it has representatives across Europe, Asia, the USA, and South America. Now, it is looking to establish a base in the United Arab Emirates.

The Value of the Middle East to Norway As the largest salmon supplier to the Middle East, Norway is exporting 180,000 meals of salmon to the region every day, which is only increasing.

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Arabia, Ørjan highlighted that the Middle East has been the biggest growth market for the Norwegian fish export in the last 20 years, labelling it as “fairytale”.

Over the last 12 months, the NSC has exported a total of 10,997 metric tonnes of seafood to the UAE – a 35 per cent increase from 2022, with a value exceeding 345,000 AED. Of the 10,997 tonnes, 9,866 of it was salmon, signalling the overwhelming demand for fresh, whole pink fish.

Frozen salmon also comprised a significant portion of the export, with an annual growth rate of 223 percent.

“The reason for the increase in frozen is that a lot of the smokeries, making smoked salmon, increased their import from Norway, which has supported the new creation of jobs in UAE,” explained Ørjan.

Similar statistics are seen in business with Saudi Arabia, with seafood exports valuing over 285,000 AED. “For context, in 2004, Norway was exporting 100 tons of salmon to Saudi Arabia. In 2024, we predict we will achieve a total of 9.5 thousand tons,” Ørjan continued.

The demand for Salmon was also highlighted in Saudi Arabia, where of the 9500 tons sold, 7,169 was salmon.

A study conducted by the NSC showed that key drivers for buying seafood throughout the region were consistent, with the majority of respondents buying salmon for its taste and health benefits.

Seeking to increase its activities in the region, the NSC is planning to open its office in Dubai in Q3 2024.

“While we have offices in 14 countries around the world, our office in Dubai will mark the first new office in eight years. This reflects our commitment to the region, as well as recognises the UAE and Saudi Arabia’s immense value to the 4

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NORWEGIAN FOOD COUNCIL 3 https://www.newfoodmagazine.com/ news/194300/sushi-becomes-uks-fastest-growing-premium- lunchtime-main/

Norwegian export market,” shared Ørjan, “we have been well supported by the local governments allowing market access, which has been hugely beneficial to our development in the region”.

A Market Beyond Salmon Another factor in salmon’s global success is the increasing popularity of sushi in the west. Whilst its earliest form dates back to the Iron Age, eating raw salmon in sushi is a Norwegian invention from the 1980s.

Now, in the UK, sushi is becoming the fastest growing premium lunchtime main meal, with supermarket chain Tesco reporting that is is selling 21 million packs of sushi a year.

“From NSC’ research, we know that Norwegian salmon isn’t just the most popular fish in the world, but also the world’s most popular sushi topping, winning 17 out of 20 markets in the Seafood Consumer Insight study,”

shared Ørjan, “Japan and Norway have in many ways helped each other. Thanks to Norwegian salmon, sushi is now a worldwide phenomenon, and thanks to Japanese sushi, Norwegian salmon is now a global commodity”.

But the Norwegian seafood industry offers more than just salmon.

From cod and clipfish, to saith and stockfish, Norway sustainably harvests a wealth of fish, as well as a variety of crab, mussels, and lobster, whilst still keeping a strict quota control.

Together, the Coast Guard and the Norwegian Directorate of Fisheries, are working actively to make sure that the Norwegian environmental model is preserved at sea and on the mainland.

From a practical perspective, this includes ensuring fair business practice, fish welfare, sustainability, food safety and quality – all important Norwegian ideals.

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4 https://www.worldbank. org/en/news/press-release/2023/08/16/ new-farmed-seaweedmarkets-could-reach-11-8billion-by-2030

“Norwegian seafood is unique because it comes from cold, clear waters, and is based on generations of experience,” Ørjan explained, “our industry uses cutting-edge technology and expertise, all whilst doing so sustainably, to make sure that we take care of our ocean and resources for generations to come”.

And whilst fish is at the top of the menu for NSC, Norway is also stepping into seaweed.

Seaweed production has more than doubled in the last ten years, growing to over 35 million tons. The World Bank anticipates the market has the potential to grow to $11.8 billion by 20304.

The value chain of seaweed expands past a food resource, serving as an input for products such as pharmaceuticals, animal feed, biofuel, and biopackaging.

“Seaweed farming doesn’t require fresh water, or alternative production measures, meaning it’s a very sustainable product.

Norway has a fantastic opportunity in this market,” said Ørjan.

Of course, when it comes to sustainability, the Norwegian’s know a thing or two in the realms of aquaculture.

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Did you know salmon sushi is a Norwegian invention?

Japanese sushi and sashimi is a proud culinary tradition.

The global mega trend of salmon sushi was made possible by a group of Norwegians who introduced the delights of eating raw Norwegian salmon in Japan back in the 1980’s.

Today Norwegian salmon is the world’s most popular sushi topping, and salmon from Norway is the most popular fish in the world.

Scan for more information about salmon from Norway 8

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HYHYHY

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Looking at salmon in particular, it is a highly sustainable fish in terms of the way it is farmed, which is a strictly controlled process.

“With its years of experience, the Norwegian seafood industry has been improving and refining its methods and processes, to the point where it has very little environmental impact today, including being very efficient and drawing upon very few resources,” shared Ørjan “We use about 1.15kg of feed to produce 1kg of salmon – and there’s really few other ways of producing that kind of yield of protein.”

Additionally salmon doesn’t require any heat control, meaning the fish thrive at the same temperature as their surroundings.

“A combination of our industry’s stringent monitoring programme, the favourable environmental assessment, and the fact that the industry has almost eradicated the usage of antibiotics completely is ultimately what makes Norwegian salmon such a healthy, sustainable and

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great tasting product,” Ørjan continued.

And, with a growing global demand for protein, seafood seems the obvious choice, said Ørjan: “Only three or four per cent of the protein utilised comes from the ocean, yet the ocean covers around 70 per cent of the Earth’s surface, indicating the huge potential”.

Representing Norway Highlighting once again its recognition of the value that the Middle East holds for the Norwegian Seafood market, the NSC will be represented at this year’s Gulfood exhibition.

Joining the NSC will be 19 of its clients. “We have represented the Norwegian seafood market at Gulfood since 2015, and this year will be our biggest yet. It’s an important opportunity to be able to meet existing clients and share the value of Norwegian seafood with future clients,” said Ørjan.

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