ANNUAL 49 • 2006/2007 seafood

Winning Over Tastebuds Worldwide clean waters – safe and healthy norwegian seafood

– We give local ideas global opportunities © Scanpix Innovation Norway offers products and services to increase innovation in industry throughout Norway, to help develop the regions and promote Norwegian industry and internationalization, and to promote Norway as a tourist destination. Some of the richest in the world. Norway is also among the agreement with the EU, in the World Trade fishing grounds world’s largest exporters. In 2005 we Organization and through EFTA free trade With offices in more than 30 countries • National and international network- • Customer surveys show that 90 in the world are ranked as the 3rd largest exporter after agreements. worldwide and in all Norwegian counties, building and technology transfer percent of Innovation Norway’s funds situated along China and Thailand. About 90 percent Innovation Norway is easy to reach. • Marketing of Norwegian industry and have been allocated to projects viewed the coastline of the total production of fish and fish Norway´s long coast, favourable natural Our staff has knowledge of local and Norway as a tourist destination as important to companies’ survival of Norway. The products is exported. The export value conditions, clean water and unpolluted international factors that will help turn and profit growth North Sea, the for 2005 amounted to NOK 31.7 billion. environment are important factors which our customers’ ideas into business With these measures as a point of polar front in the This represents an increase of NOK 3.6 help explain why Norway is one of the successes. departure, Innovation Norway customizes Norwegian Sea and billion compared to 2004. Of this, 47% leading seafood exporters in the world. It its products and services according the Barents Sea are all highly productive came from the aquaculture industry. This is, however, very important for Norway not Products Tailor-Made to to the needs of each individual client. areas, and important fishing grounds for makes Norway one of the largest seafood merely to be a large exporter in terms of Customers’ Requirements Through our offices in Norway and key fish stocks that spawn right outside exporters of the world, and the largest quantity, but also to be a reliable exporter Innovation Norway assists the entirety of abroad, our clients also gain access to the coast of Norway. The coastline is also exporter of Atlantic salmon. of high-quality and safe seafood. A Norwegian industry, but has particular services from other public agencies – particularly well suited to environmentally fundamental element of our food policy is responsibility for aiding entrepreneurs such as the Research Council of Norway, friendly fish farming, and the aquaculture More than 2,000 fish and fish products are that the production of Norwegian seafood and assisting small and medium-sized the Norwegian Design Council and the industry has grown considerably in recent distributed to as many as 150 countries. shall comply with the strictest health and companies with an ambition and potential Industrial Development Corporation of years, thus complementing the traditional Important products are salmon, cod, hygiene requirements and be based on for growth. Norway (SIVA). fishing industry as an important source of herring and mackerel. The EU is the sustainable and environmentally friendly income for the coastal areas. most important market and accounts for production and harvesting methods. We offer: Dynamic and Result-Oriented approximately 59% of total Norwegian Innovation Norway supports the profitable Innovation Norway Fishing and aquaculture constitute the fish exports (NOK 18.8 billion). However, Seafood is an excellent source of health- • Funding provided as loans, guarantees development of industry in both individual PO Box 448 Sentrum backbone of the Norwegian regional for the past ten years we have seen promoting nutrients. Yet, most people do and equity capital programmes companies and in society at large: NO-0104 Oslo, Norway economy along large parts of the coast. promising developments in many other not eat enough seafood but rely heavily • Advisory and expertise development Tel: +47 22 00 25 00 In 2005, the industry provided work to markets, especially in Eastern Europe and on agricultural products, at least in many measures • Innovation Norway contributes to the Fax: +47 22 00 25 01 over 14,700 in the fishing fleet and about Asia. Their shares of the total Norwegian parts of the western world. This dietary creation and securing of 9,000 jobs E-mail: [email protected] 4,120 were engaged in farming of fish exports are 17% and 15%, respectively. imbalance is assumed to contribute to annually Website: www.innovationnorway.no and shellfish. At the same time over 520 For the first time Russia was our largest many lifestyle diseases in the west. By companies were registered as approved individual market for seafood in 2005. In including more seafood in our diets, we exporters. addition to Russia, the Ukraine has the eat less of other foodstuffs and therefore strongest growth in Eastern Europe. Japan get a more balanced and healthier diet. The fishing and aquaculture industry also and China are our largest markets in Asia. generates considerable ripple effects The main objective for Norway is to ensure in the form of shipbuilding and shipyard Our home market for seafood products that consumers worldwide will associate operations, the fishing gear industry, is limited. Without any export, every Norway with high-quality seafood production of technological equipment, Norwegian would have to eat 800 kilos produced consistent with consumer needs feed production, packaging, transport, of fish per year, or close to 2.5 kilos per and preferences. Innovation Norway took over the tasks of the Norwegian Trade Council, the Norwegian Industrial and Regional Development Fund, the and research and development. day, to equal current consumption figures. Govt. Consultative Office for Inventors and the Norwegian Tourist Board on January 1, 2004. For this reason Norway depends on The total Norwegian production of seafood having multiple markets and considerable in 2005 was 3.3 million tonnes. This effort is invested in order to obtain better made Norway the 11th largest producer markets access, i.e. through the EEA Helga Pedersen The Norwegian Minister of Fishery and Coastal Affairs 2 Seafood – Innovation Norway 3 index NORWAY EXPORTS – Seafood

Scientific name French German Spanish Italian Scientific name French German Spanish Italian PELAGIC FISH

Redfish Sebastes marinus Grand sébaste Rotbarsch Gallineta nórdica Scorfano di Norvegia

Capelin Mallotus villosus Capelan atlantique Kapelan/Lodde Capelán

Wolffish Anarhichas Loup Katfisch Lobo Bavosa lupa

SALMON & TROUT Herring Clupea harengus Hareng Hering Arenque Aringa

Salmon Salmo salar Saumon Lachs Salmón Salmone Mackerel Scomber scombrus Maquereau commun Makrele Caballa Maccerello

WHITE FISH Arctic char Salvelinus alpinus Ombe chevalier Saibling Salvelino Salvelino ártico

Coalfish / Saithe Pollachius virens Lieu noir / Colin Seelachs Palero Merluzzo nero Trout Salmo trutta Truite Forelle Trucha Trota

PRAWNS (SHRIMP) & SHELLFISH

Cod Gadus morhua Morue / Cabillaud Dorsch / Kabeljau Bacalao Merluzzo bianco

Crab Cancridae Crabe Kurzschwanz-Krebs Cangrejo Granchio

Haddock Melanogrammus Églefin Schellfisch Eglefino Asinello aeglefinus Mussel Mytilus edulis Moule commune Miesmuschel Mejillón Mitilo

Hake Urophycis tenuis Merluche Seehecht Merluza Nasello

Scallop Pectinidae Coquille Pilger-Muschel / Vieira Ventaglio-pettine Saint-Jacques Kamm-Muschel maggiore

Halibut Hippoglossus Flétan de l’Atlantique Heilbutt Halibut Halibut

Oyster Ostreidae Huître Auster Ostra Ostrica

Pollack Pollachius pollachius Lieu jaune Pollack Abadejo Merluzzo giallo

Prawn (Shrimp) Palaemon serratus Crevette Garnele Camarón Gamberello

4 Seafood – Innovation Norway 5 index Border • Temafarge • Gradient NORWAY EXPORTS – Seafood

PELAGIC FISH Norsk Havfisk AS ...... 38 POLLACK SALMON TROUT FISH & SEAFOOD FROZEN FISH Norsk Sjømat Group ...... 39 Aalesund Seafood AS ...... 21 Gjendemsjø Fisk AS ...... 27 Aalesund Seafood AS ...... 21 Seaborn AS ...... 43 Hallvard Lerøy AS ...... 28 Hallvard Lerøy AS ...... 28 PRODUCTS Brødrene Sperre AS ...... 24 CAPELIN Westcoast AS ...... 46 Ice Fish AS...... 32 Hydrotech Gruppen AS ...... 31 Fosnavaag Seafood ...... 25 Brødrene Sperre AS ...... 24 Njardar AS ...... 37 Ice Fish AS...... 32 CURED & MARINATED FISH Gjendemsjø Fisk AS ...... 27 Fosnavaag Seafood ...... 25 COD Norsk Havfisk AS ...... 38 Nisja Trading AS...... 36 Gjendemsjø Fisk AS ...... 27 Hallvard Lerøy AS ...... 28 Hallvard Lerøy AS ...... 28 Aalesund Seafood AS ...... 21 Norsk Havfisk AS ...... 38 Harrengus AS ...... 29 Ice Fish AS...... 32 Harrengus AS ...... 29 Brasco Frozen Fish AS...... 23 REDFISH Norsk Sjømat Group ...... 39 Njardar AS ...... 37 Lofoten Seafood Export AS ...... 33 Modolv Sjøset AS ...... 35 Brødrene Sperre AS ...... 24 Aalesund Seafood AS ...... 21 Norway Royal Salmon AS ...... 41 Norsk Sjømat Group ...... 39 Nisja Trading AS...... 36 Norsk Sjømat Group ...... 39 Hallvard Lerøy AS ...... 28 Brasco Frozen Fish AS...... 23 Seaborn AS ...... 43 Seaborn AS ...... 43 Norsk Havfisk AS ...... 38 Norway Royal Salmon AS ...... 41 Ice Fish AS...... 32 Brødrene Sperre AS ...... 24 Volden Group AS ...... 45 Norsk Sjømat Group ...... 39 Westcoast AS ...... 46 Lofoten Seafood Export AS ...... 33 Hallvard Lerøy AS ...... 28 DRIED & SALTED FISH Norway Royal Salmon AS ...... 41 Lofoten Stockfish Company...... 34 Ice Fish AS...... 32 TROUT Aalesund Seafood AS ...... 21 Seaborn AS ...... 43 HERRING Modolv Sjøset AS ...... 35 Norsk Havfisk AS ...... 38 Hallvard Lerøy AS ...... 28 Brødrene Sperre AS ...... 24 Volden Group AS ...... 45 Brødrene Sperre AS ...... 24 Njardar AS ...... 37 Norsk Sjømat Group ...... 39 Norsk Havfisk AS ...... 38 Gjendemsjø Fisk AS ...... 27 Fosnavaag Seafood ...... 25 Norsk Havfisk AS ...... 38 Norsk Sjømat Group ...... 39 Lofoten Seafood Export...... 33 MARINE-BASED OILS & EXTRACTS Gjendemsjø Fisk AS ...... 27 Norsk Sjømat Group ...... 39 WHITEFISH Norway Royal Salmon AS ...... 41 Lofoten Stockfish Company AS ...... 34 Berg LipidTech AS (BLT) ...... 22 Hallvard Lerøy AS ...... 28 Norway Royal Salmon AS ...... 41 Aalesund Seafood AS ...... 21 Njardar AS ...... 37 GC Rieber Oils AS ...... 26 Harrengus AS ...... 29 Seaborn AS ...... 43 Brasco Frozen Fish AS...... 23 Provena Norway AS ...... 42 Ice Fish AS...... 32 Skei Marinfisk ASA...... 44 Brødrene Sperre AS ...... 24 PRAWNS (SHRIMP) & FILLETS Modolv Sjøset AS ...... 35 Hallvard Lerøy AS ...... 28 Aalesund Seafood AS ...... 21 PREPARED FISH & SEAFOOD Njardar AS ...... 37 HADDOCK Ice Fish AS...... 32 SHELLFISH Brasco Frozen Fish AS...... 23 PRODUCTS Norsk Sjømat Group ...... 39 Aalesund Seafood AS ...... 21 Modolv Sjøset AS ...... 35 Brødrene Sperre AS ...... 24 Aalesund Seafood AS ...... 21 Westcoast AS ...... 46 Brasco Frozen Fish AS...... 23 Norsk Havfisk AS ...... 38 CRAB Fosnavaag Seafood ...... 25 Gjendemsjø Fisk AS ...... 27 Brødrene Sperre AS ...... 24 Norsk Sjømat Group ...... 39 Hallvard Lerøy AS ...... 28 Gjendemsjø Fisk AS ...... 27 Hallvard Lerøy AS ...... 28 HORSE MACKEREL Hallvard Lerøy AS ...... 28 Seaborn AS ...... 43 HitraMat AS ...... 30 Hallvard Lerøy AS ...... 28 Hydrotech Gruppen AS ...... 31 Brødrene Sperre AS ...... 24 Ice Fish AS...... 32 Norway Royal Salmon AS ...... 41 Harrengus AS ...... 29 Nisja Trading AS...... 36 Fosnavaag Seafood ...... 25 Njardar AS ...... 37 WOLFFISH Hydrotech Gruppen AS ...... 31 Norsk Sjømat Group ...... 39 Hallvard Lerøy AS ...... 28 Norsk Havfisk AS ...... 38 Brasco Frozen Fish AS...... 23 MUSSELS & SCALLOPS Ice Fish AS...... 32 Norway Prawns AS ...... 40 Ice Fish AS...... 32 Norsk Sjømat Group ...... 39 Hallvard Lerøy AS ...... 28 Hallvard Lerøy AS ...... 28 Nisja Trading AS...... 36 Norsk Sjømat Group ...... 39 Seaborn AS ...... 43 Norsk Havfisk AS ...... 38 Norway Royal Salmon AS ...... 41 Norsk Havfisk AS ...... 38 PRESERVED, MARINATED & Westcoast AS ...... 46 Norsk Sjømat Group ...... 39 Norsk Sjømat Group ...... 39 SALTED FISH HAKE Seaborn AS ...... 43 OYSTERS Norway Royal Salmon AS ...... 41 Aalesund Seafood AS ...... 21 MACKEREL Hallvard Lerøy AS ...... 28 Hallvard Lerøy AS ...... 28 Seaborn AS ...... 43 Gjendemsjø Fisk AS ...... 27 Brødrene Sperre AS ...... 24 Norsk Sjømat Group ...... 39 Norway Royal Salmon AS ...... 41 Skei Marinfisk ASA...... 44 Hallvard Lerøy AS ...... 28 Fosnavaag Seafood ...... 25 Seaborn AS ...... 43 SALMON & TROUT Harrengus AS ...... 29 Gjendemsjø Fisk AS ...... 27 PRAWNS (SHRIMP) FRESH FISH Norsk Sjømat Group ...... 39 Hallvard Lerøy AS ...... 28 HALIBUT ARCTIC CHAR Brasco Frozen Fish AS...... 23 Aalesund Seafood AS ...... 21 Norsk Sjømat Group ...... 39 Aalesund Seafood AS ...... 21 Hallvard Lerøy AS ...... 28 Gjendemsjø Fisk AS ...... 27 Gjendemsjø Fisk AS ...... 27 SMOKED FISH Westcoast AS ...... 46 Brasco Frozen Fish AS...... 23 Norway Royal Salmon AS ...... 41 Hallvard Lerøy AS ...... 28 Hallvard Lerøy AS ...... 28 Gjendemsjø Fisk AS ...... 27 Brødrene Sperre AS ...... 24 Norway Prawns AS ...... 40 Harrengus AS ...... 29 Hallvard Lerøy AS ...... 28 Gjendemsjø Fisk AS ...... 27 SALMON Norway Royal Salmon AS ...... 41 Ice Fish AS...... 32 Njardar AS ...... 37 WHITE FISH Hallvard Lerøy AS ...... 28 Gjendemsjø Fisk AS ...... 27 Seaborn AS ...... 43 Lofoten Seafood Export AS ...... 33 Norsk Sjømat Group ...... 39 Ice Fish AS...... 32 Hallvard Lerøy AS ...... 28 Nisja Trading AS...... 36 Norway Royal Salmon AS ...... 41 COALFISH (SAITHE) Modolv Sjøset AS ...... 35 Hydrotech Gruppen AS ...... 31 Norsk Havfisk AS ...... 38 Seaborn AS ...... 43 Aalesund Seafood AS ...... 21 Norsk Havfisk AS ...... 38 Ice Fish AS...... 32 Norsk Sjømat Group ...... 39 Brasco Frozen Fish AS...... 23 Norsk Sjømat Group ...... 39 Lofoten Seafood Export AS ...... 33 Seaborn AS ...... 43 WET-SALTED FISH Brødrene Sperre AS ...... 24 Norway Royal Salmon AS ...... 41 Nisja Trading AS...... 36 Skei Marinfisk ASA...... 44 Aalesund Seafood AS ...... 21 Fosnavaag Seafood ...... 25 Seaborn AS ...... 43 Norsk Havfisk AS ...... 38 Volden Group AS ...... 45 Brødrene Sperre AS ...... 24 Hallvard Lerøy AS ...... 28 Skei Marinfisk ASA...... 44 Norsk Sjømat Group ...... 39 Harrengus AS ...... 29 Ice Fish AS...... 32 Norway Royal Salmon AS ...... 41 Ice Fish AS...... 32 Lofoten Seafood Export AS ...... 33 Seaborn AS ...... 43 Modolv Sjøset AS ...... 35 Modolv Sjøset AS ...... 35 Volden Group AS ...... 45 Njardar AS ...... 37

6 Seafood – Innovation Norway 7 overview of the norwegian seafood industry

cold, clear water; fresh, healthy seafood

By Dean Clark

Launch a boat from anywhere along Norway’s 21,000 kilometres of coastline and look down as you sail increase over 2004. One key to the Russia’s neighbour, Ukraine, has shown fold increase over 2004, or a growth of over the blue sea. The clarity of the water is amazing. And there’s a simple explanation for it: the sea off increase was the greater market share of strong growth as a market as well, with 290%. The burgeoning success of this the Norwegian coast is clean because it is cared for. Norway boasts some of the strictest environmental farmed fish, which rose 3% to achieve a an increase of almost NOK 400 million fish is a result of the country’s ability, 47% share of the total market, the highest compared with 2004. Again, salmon and thanks to a combination of aquaculture regulations and most sustainable fishing policies in the world. Now feel the spray; that water is cold. Maybe level yet recorded. herring have been star performers. and extensive wild stocks, to be able to not ideal for an afternoon swim in the spring, but a perfect environment for thriving schools of wild cod, deliver consistent, high-quality fresh cod halibut, and salmon, as well as healthy colonies of shellfish. European Union nations head up the China Tops One Billion to markets on an increasingly year-round worldwide market place for Norwegian In 2005, China became one of 13 basis. For some countries, seafood is a The Norwegian Minister of Fisheries government has appointed the Coast seafood. By value, the European Union countries that buy seafood from Norway business. In Norway, it’s a way of life. and Coastal Affairs, Helga Pedersen, Guard and the Directorate of Fisheries imports some 59% of the country’s for a value of over NOK 1 billion. Exports Other species are growing in popularity as Not surprisingly for a maritime nation, the had this to say on the topic at a January and Coastal Affairs to control, monitor and seafood exports, reaching a level of NOK to China and Hong Kong combined grew well. Atlantic halibut exports grew by 30%, seafood industry holds an exalted place 2006 seminar in Bergen: “Norway’s enforce quotas on the catch. In addition, 18.8 billion in 2005. Salmon, in particular, by NOK 264 million to reach a total of NOK to 549 tonnes. Mussels experienced a in the national consciousness. In a recent policy for the management of marine all vessels fishing in Norwegian waters are has been a star performer in this market. 1.3 billion for the year. In these markets, it rise in value despite a decrease in volume. survey, Norwegians named a rich marine resources is based on the principle of to keep a catch diary, showing species was whitefish and trout which led the way. Exports of the shellfish reached a value life and seafood as two of the features they sustainability. We base our management and volume onboard at all times, and France & Russia’s In nearby Japan, sales remained solid, of NOK 17.7 million, up 2.2 million over most associate with their homeland. The on the best available scientific advice and documenting all areas of fishing activity. Growing Appetites holding at the same level as 2004. 2004, while there was a fall of 586 tonnes tradition, craftsmanship and knowledge the ecosystem approach.…the aim is to The people of France have been voting in the amount exported. Another popular of the nation’s fisheries industry, handed achieve sustainable use of resources and Expanding Markets with their pocketbooks for an increasing Cod & Other Species shellfish, fresh clams, rose by 79 tonnes in down from generation to generation, today goods derived from the ecosystem and to Around the World amount of fresh Norwegian fish and Catching On 2005 to finish with a total of 603 tonnes. serve to deliver fresh and healthy seafood preserve their productivity.” Responsible fishing laws, long experience shellfish, and, for the first time, exports to While salmon continues to be the most to the world’s tables every day of the year. and cutting-edge innovation in fishing that country surpassed the NOK 3 billion popular seafood export, fresh Norwegian A good example of this approach is and aquaculture have resulted in Norway mark. Denmark, too, ended the year at cod is finding its way into more and Responsible & the management of the cod stock in ranking among the world’s leading over NOK 3 billion, and is now Norway’s more kitchens around the world. 2005’s Sustainable Fishing the Barents Sea, which is commonly seafood exporting nations. According to second-largest seafood market overall. cod export total was 2,531 tonnes, The nation’s long-standing respect for run with Russia. The stock is currently the Norwegian Seafood Export Council which represented an amazing three- the natural world has served it well in thriving, thanks to efforts to assure strong (NSEC), 2005’s seafood exports totalled But it is in Eastern Europe that Norwegian creating the ability to deliver the world’s compliance with quotas that guarantee a record-setting NOK (Norwegian kroner) seafood experienced huge growth in best-controlled seafood in terms of quality, stock survivability. The Norwegian 31.7 billion, an impressive NOK 3.6 billion 2005. Exports to Russia reached NOK 3.7 traceability, and compliance with quotas. billion in 2005, which was an increase of In fact, sustainable fishing is a cornerstone 47% over 2004. This means that Russia of the entire industry. has become Norway’s largest seafood export market. © Per Eide/Norwegian Seafood Export Council

Norway’s cold, clear seas are well Fresh Norwegian cod is seeing a

protected by Norwegian law and traditions © Kjell Ove Storvik/Norwegian Seafood Export Council tremendous rise in both availability and to ensure continued growth and the popularity, thanks to increased catch industry’s ability to deliver fresh seafood to of wild stocks and advanced farming the world’s tables. techniques.

8 Seafood – Innovation Norway 9

the research council of norway

The Research Council of Norway offers project support to companies that invest in innovation through research and development. Industry projects are financed through the tax deduction scheme SkatteFUNN Freshness Key to Success Safety A Top Priority Bocuse d’Or Recognizes and within research programmes such as Aquaculture, the Food Programme, Oceans and Coastal Areas, Perhaps most crucial to Norway’s In addition to freshness, consumers Seafood Quality and the Area Programme. Long-term research projects can be supported through programmes and the continued success in exporting seafood worldwide increasingly demand to know While Norwegian seafood is taking its is the ability to meet the growing demand that their seafood is safe. The Norwegian place as an essential product in kitchens Centres for Research-Driven Innovation. for fresh fish and shellfish. Norway has Ministry of Fisheries and Coastal Affairs at home, it’s also increasingly being several advantages in satisfying this oversees a world-class surveillance shaped into high cuisine in the world’s Marine Research in Norway market. First, with such an enormous system to monitor the nation’s fisheries finest restaurants. In four out of the last The Norwegian coastal area is one of coastline, the industry’s proximity to rich industry and ensure safety and quality six of the prestigious Bocuse d’Or culinary the world’s most prolific areas for marine marine resources is a major plus. Next, an in the entire food chain. Key agencies in contests, Norwegian seafood has been bioproduction. Combined with Norway’s unrivalled infrastructure for handling fresh the Ministry’s efforts are the Norwegian chosen as official ingredients. Norwegian long marine traditions, it provides a strong catch and advanced aquaculture give Food Safety Authority (NFSA) and white halibut and Norwegian red king platform for developing competitive Norway an ability to deliver fresh seafood, National Institute of Nutrition and Seafood crab have been selected for the 2007 advantages in marine resources. such as cod, on a daily basis year-round, Research (NIFES). competition. that few other maritime nations can match. Research and development has been, These agencies are working alongside Past Norwegian products selected include and still is, vital for developing marine Consumers today are discriminating, and Norwegian companies pioneering the cod, saithe, scallops and fjord trout. industries. Private and public investments of course expect that fish bought at the latest in high-tech tagging and tracing The winner of 1993’s Bocuse d’Or and in marine R&D in Norway reached supermarket fresh fish counter really is systems to give consumers confidence current owner of Oslo’s Statholdergarden approximately E200 million in 2003. fresh. The reason one out of four fresh in the quality of their seafood purchases. restaurant, Bent Stiansen, commented fish leaving French supermarkets today GenTrak, a DNA fingerprint-based tracking with pride about the two Norwegian Marine research is a prioritized research is salmon is because, in part, successful system, and physical tagging systems species selected for the next competition. area in Norway. The total budget for Norwegian aquaculture and farming from companies like Seafood Automation “The Norwegian white halibut is a very marine research in the Research Council techniques have made this fish available are helping consumers become better special and extraordinary fish. Norwegian has increased in recent years, and is Important goals of the Aquaculture The Research Council of Norway is a year-round. The NSEC and the Norwegian informed about the origin and quality of red king crab is something I use a lot of, approximately E73 million for 2006. Programme include the development of: strategic body for Norwegian research fish industry are working closely with their seafood. and it is a lot better than lobster,” he said • Expertise for profitable and sustainable run under the auspices of the Ministry of industry and retailers to make it possible in a recent interview. AQUACULTURE – production of salmonids in the Education and Research. The Research for supermarkets and other channels now An Industry in Growth aquaculture industry Council develops research policy based to begin featuring more of the high-quality, A large-scale strategic marine research • Expertise to support profitable business on guidelines from the Norwegian fresh Norwegian cod that they think programme has been established in the breeding of other marine species government and the Norwegian will become the nation’s next seafood to coordinate and carry out national • Expertise to ensure environmentally Parliament. In 2006 the Research Council success story. ambitions within aquaculture. The friendly production, food quality and administrated some E650 million, financed Aquaculture Programme supports safety, and animal welfare by 16 ministries to fund basic research, knowledge building for profitable business • Long-term, leading-edge international applied research and innovation-related in the aquaculture sector, and works expertise in the industry, R&D sector activities. to secure Norwegian R&D expertise and governmental agencies. in strategically important areas for the industry. The programme includes Stensberggata 26 stakeholders in the entire value chain, PO Box 2700 St. Hanshaugen © Roger Fredericks/Norwegian Seafood Export Council including the supply industry. NO-0131 Oslo, Norway Norwegian white halibut is one of the Tel: +47 22 03 70 00 seafood species chosen as an ingredient Fax: +47 22 03 70 01 for the 2007 Bocuse d’Or culinary Website: www.rcn.no competition for 2007.

10 Seafood – Innovation Norway 11 red king crab & white halibut

winning over tastebuds worldwide

By David John Smith

The Norwegian Seafood Export Council (NSEC), the Norwegian seafood industry’s combined marketing and The inclusion of these Norwegian products Strong & Growing and for companies such as Skei Marinfisk, information council, has one global vision – to spread the word about Norwegian seafood. With the support as the main seafood ingredients in this A number of Norwegian companies farmed Norwegian white halibut represents of the NSEC, Norwegian red king crab and Norwegian white halibut are two products that are winning over event is an important marketing signal to have achieved international success, the main product supplied to eager the world. The competition is intense, and including Contrace AS. This company was international customers. people’s tastebuds worldwide. it gives these Norwegian products the established in 2001 after several years of ultimate stamp of quality. Only the world’s essential king crab research and is the only There are various reasons for the New on the Block the white halibut through the ages. finest ingredients are chosen by the company in the world offering live red king Spreading the Good Word impressive export growth of these seafood Norwegian red king crab traditionally Rock carvings found in ancient Stone international Bocuse d’Or panel. crab for the gourmet market, connecting Only the world’s finest ingredients products. Of course, the quality and taste has not been a major export item. In Age settlements dating back over 10,000 wholesale dealers all over Europe. are chosen by the international are excellent, but the NSEC is also active in fact, the Norwegian catch of red king years show that white halibut has been Bjørn-Erik Stabell in the NSEC is very Bocuse d’Or, and only the world’s promotion through international marketing crab did not get underway until 1994 for an important part of Norwegian life and enthusiastic about the announcement Since its establishment in 1995, Nordic best chefs – 24 in all – are chosen activities, including market analysis, chef research purposes, and only from 2002 culture for as long as there have been of the committee’s selection. It provides Seafarms ASA has been a leading player in to participate in this unofficial World competitions, in-store activities, seafood on a commercial basis. But the cold, clear inhabitants. Traditionally in Norway, white the Norwegian seafood industry a the development and production of farmed Championship of Cuisine held festivals, marketing campaigns, as well as water of the Barents Sea makes for an halibut is served on special occasions like unique world platform to communicate Norwegian white halibut. The company has every other year in Lyon, France. In educational and promotional projects. excellent quality that is gaining international Christmas, weddings or Sunday dinners, the message of the superior Norwegian developed into a large-scale integrated fish January 2007, Sven Erik Renaa will recognition. for the family or honoured guests. seafood from its cold, clear waters, and farming operation with control of the whole represent Norway as he prepares Leaps & Bounds with that, build knowledge and preference production process – from brood stock the chosen Norwegian seafood Europe is currently the most important Today, approximately 300,000 Norwegian Global Culinary Recognition for its products. and juveniles to finished product freshly products – white halibut and red target export market for Norwegian white commercial red king crabs are harvested An important marketing milestone for delivered to its international customers. king crab – in this prestigious event. halibut – with a market share of 60% – but each year, with a season lasting from the Norwegian red king crab and the Norwegian white halibut and Norwegian the US market has become increasingly September 19 to December 30. The Norwegian white halibut is the fact red king crab also takes centre stage at Marine Harvest and Hallvard Lerøy also Raised in a hotel family in mid- important in recent years. The US market average commercial size in Norwegian that they are being included as main international restaurants such as the One include Norwegian white halibut as an Norway, Renaa learned early in life growth is impressive, rising from zero waters is about 4 kilograms. ingredients in the internationally prestigious O One in London. The restaurant teamed important part of their export selection, not to accept anything but the best halibut exports in 2003 to 145 tonnes in Bocuse d’Or culinary competition to be together with the NSEC to prepare a in the culinary arts, and this self- 2005. International Targets, staged in Lyon, France in 2007. Twenty- special evening for invited guests that proclaimed stubbornness has taken Storied Tradition four of the world’s most respected chefs showed the best of these products in him a long way. In February 2006, Export of Norwegian white halibut is The white halibut has had a unique history will compete, including Norway’s own Sven dishes that included Norwegian Red © Tom Haga Renaa was proclaimed Norwegian growing by leaps and bounds, with in Norwegian culture that goes back Erik Renaa (see sidebar). King Crab Risotto and Roasted Pave of Chef of the Year in a competition January 2006 showing an export increase thousands of years. Ancient Nordic myths Norwegian White Halibut. Such high-profile between hand-picked contestants, of 44% as compared to 2005 – an increase and legends reflect the extraordinary demonstrations are important for getting and he is now preparing his strategy in tonnage from 76 to 110 tonnes. This was status and importance the inhabitants the word out about these delicacies. to win the coveted culinary prize in the second-best month ever, exceeded of the Norwegian coast attributed to Lyon. only by the totals from December 2005, when 170 tonnes were exported. As Food and Beverage Consultant at the Culinary Institute in Stavanger, and as an international ambassador of the culinary arts for the NSEC, In January 2007, Sven Erik Renaa will Sven Erik Renaa knows that he has represent Norway as he prepares the the world’s best seafood resources chosen Norwegian seafood products from Norway’s clear, cold waters Grilled king crab with avocado dressing is – white halibut and red king crab – in as he spreads the good word of an excellent way to discover Norwegian the prestigious Bocuse d’Or culinary Norwegian seafood. seafood. competition in Lyon, France. © Tom Haga/Norwegian Seafood Export Council

12 Seafood – Innovation Norway 13 salmon & trout

salmon & trout with global appeal

By David John Smith

Norwegian seafood is more than just tasty and healthy food – it is simply good business. The year 2005 in popularity, with Norwegian salmon TV programme hosted by a chef who has of Norwegian salmon increased over 15% was the best ever for Norwegian seafood exports, with a total of NOK (Norwegian kroner) 31.7 billion, occupying centre stage. These chains served meals to such celebrities as Bruce in 2005 compared to the previous year. representing an increase of almost 10 percent compared to 2004. Norwegian salmon and trout took a large include Genki Sushi and Pizza Hut, with Springsteen and Bruce Willis. Turkey’s the latter featuring such pizzas as “Sassy use of Norwegian salmon in take-away In 2006 hundreds of thousands of portion of this, with a combined export of nearly half of that total – NOK 14.7 billion (over $2 billion). Salmon” in Thailand or the Gourmet restaurants is also on the rise, as the fish Muscovites will attend the annual festival Smoked Salmon pizza in New Zealand. is increasingly becoming the choice of featuring traditional pancakes known Salmon accounted for approximately Fresh on the Table long-term marketing to build up the brand people looking for health and good taste. as blini, which will highlight, amongst 90% (NOK 13.5 billion) of this production, Why the increases? People have “Norwegian Fresh Salmon”, targeting the Singapore has been a target market other ingredients, Norwegian salmon with trout accounting for the remaining continued to discover that not only can larger chain establishments – also called for the NSEC, who launched a large Everywhere You Look and fjord trout. Norwegian salmon was NOK 1.2 billion. The five largest markets Norwegian salmon and trout be used in “hypermarkets”. campaign in late 2005 in that city-state to Recent studies show that the Finns eat even featured on a catwalk with Chinese – France, Denmark, Russia, Poland and a variety of creative ways, but that these increase salmon consumption. This “fresh twice as much salmon and trout as they models presenting “Sashimi of Norwegian Great Britain – accounted for 54 percent seafood products are also an important Fast, but Healthy market” culture has both spending power did ten years ago – the vast majority Salmon” prepared by famous Chinese of the total export. part of a healthy diet. And, with an This focus on the hypermarkets is and choosy tastebuds, so it is a strong coming from Norway. The French are often chefs. This type of activity is just one of impressive logistic infrastructure, it is especially important in Asia, where health recommendation for Norwegian salmon known as culinary trend leaders, and it many marketing activities and campaigns Cold Waters & Clean Products possible for Norway to deliver fresh fish consciousness is well entrenched in the that this product already has a dominant comes as no surprise that the total import staged by the NSEC. Although a smaller export product, over the entire globe the whole year round. fast-food sector. The development of the market share of 85% in Singapore. Norwegian trout has firmly established Fresh products now amount to 85% of salmon export to China is directly related itself with a special niche. A product of the all Norwegian salmon exports, and this to establishing this type of market. At the Happy New Year 21,000-kilometre Norwegian coastline, the percentage is on the rise. same time, ongoing NSEC projects in – All Year Long clean, cold water nurtures this delicate, other Asian markets are helping people In China, Norwegian salmon has secured firm fish that has been increasingly a The growth of salmon exports in general discover the different uses of salmon, a place of honour as part of the traditional favourite of consumers worldwide. from Norway continues to increase at an awakening both curiosity and culinary New Year’s celebrations as well as the impressive rate, with February 2006’s creativity among consumers. belief that consuming raw fish will bring Traditionally, trout exports from Norway salmon exports increasing 25% compared wealth and good fortune in the coming have been mainly directed towards Japan. to the year before. This is not only due to The large Japanese fast-food chain MOS year. This is a tradition that dates back

That country is still an important market, the demand for fresh salmon, but also the Burger is indicative of the emphasis 1,500 years, so it may be safe to say that © Bian Jiang/Norwegian Seafood Export Council but now Russia has overtaken it as availability of fillet portions. consumers put on healthy food. The chain Norwegian salmon’s market position will Norway’s major export target market. Last has 1,500 restaurants in Asia, and last presumably have a secure place for many year, approximately half of Norway’s trout Fresh salmon is increasing its popularity in year also launched service of healthy fast years to come. export volumes went to Russia, over 25% Asia as well, and the Norwegian Seafood food in the form of lemon salmon burgers to Japan, 6% to the EU, 4% to both China Export Council (NSEC) is continuing its made with salmon fillets. Restaurant The interest in Norwegian salmon and and Taiwan, with the remainder heading chains in Thailand have also grown rapidly trout is truly global, with salmon taking for other worldwide destinations. centre stage in Spain as part of a popular

“Good Luck Yu Sheng” is a traditional Norwegian trout is a delicate fish with firm Chinese New Year’s meal – often made flesh and a characteristic red colour. with Norwegian salmon.

14 © Takashi Okuzumi/Norwegian Seafood Export Council Seafood – Innovation Norway 15 COME AND DO BUSINESS WHERE THE BUSINESS IS WELCOME TO THE 2nd ANNUAL NORTH ATLANTIC SEAFOOD WEEK

Norwegian Production the salmon. The company builds upon the Norsk Sjømat Group is a well-established – Global Impact fact that Norwegians have been farming company that produces and sells salmon February 2007 – Oslo, Norway An extremely strong production salmon for longer than anyone else. products, white fish and pelagic products infrastructure is necessary to serve at its factories in Norway. In 2005 the The North Atlantic Seafood Week is dedicated to high quality seafood from the ice-cold waters of the North Norway’s ever-expanding export markets. Traditional Quality company was pleased to announce that it Atlantic. The first “seafood week” was a huge international success. Make a note of next year’s dates already The three largest aquaculture companies Hallvard Lerøy has been an innovator had been named – for the eighth time – as now and you will get the opportunity to meet, learn, experience and do business with the key players within on a global basis are Fjord Seafood, within seafood production for over 100 the Norwegian champion for processed the industry. Marine Harvest and Pan Fish, and they years, with more than 75% of all sales salmon, this time for smoked salmon. are all growing closer together – and generated from fresh seafood products, Priding itself on its traditions in smoking under Norwegian control. In March 2006, including salmon and trout. Company and processing, approximately 70% of the Stavanger-based Pan Fish acquired all of values focus not only on the highest level company’s turnover is exported to various the outstanding shares in Marine Harvest, of quality, but also on fish farming that is markets spanning the globe. and, the following month, increased its carried out in harmony with nature with ownership in Fjord Seafood to 58 percent. sustainable management of resources Many Legs to Stand On – and the highest of ethical standards. Norway is rich in companies with With fish farming roots back to 1965, aquaculture expertise, fishing on the open Marine Harvest today supplies customers Few products from Norway are as well sea, or within processing, packaging and in more than 70 countries with products known as salmon, and Fossen is famous export. These companies include Friomar, that include Atlantic salmon and sea trout, for its traditional smoked salmon and trout. Clipper Seafood or Norway Royal Salmon as well as the more recent additions white With traditional methods and facilities that (NRS), the latter a sales and purchasing 27 February – 1 March EXHIBITION halibut and cod. Fjord Seafood processes focus primarily on cold smoking, the final company for the salmon farming industry, Meet all the major producers and influencers of the North Atlantic seafood industry a wide range of seafood products for products have a mild smoky taste that has giving its members – who also own customers in Europe, the United States become a favourite for customers all over NRS – access to a highly professional and Asia, with salmon being the mainstay the world. marketing apparatus for the sale of salmon 27–28 February CONFERENCE of the company’s production from its and trout. Learn more about trends, marketing and finance in the seafood business own aquaculture operations in Norway, Scotland and Chile.

© Per Eide 1–4 March STUDY TOURS Pan Fish has a strong international Experience innovative and unique study tours planned to production facilities presence and reputation as an integrated in Bergen/Måløy, Ålesund, Northern Norway (Lofoten/Tromsø) and Iceland company with full control of the value chain from smolt production and farming to processing and packaging of the sale of

www.nor-seafood.com The clear, cold waters of Norway help to make Norwegian salmon firm, healty and Organiser: Norway Trade Fairs in cooperation with Innovation Norway tasty.

16 Seafood – Innovation Norway 17 stockfish & clipfish

quality, freshness & tradition

By Dean Clark

Fresh skrei drawn from Norway’s cold and clear waters produce the world’s best-quality stockfish and her morning talk show to promote the guarantee that this strong position of ours nation, and that Norwegian clipfish enjoys clipfish. The nutrient-rich feeding grounds in these clean seas provide the fish with a pure taste that is effort, touting different ways to cook the will simply continue of its own accord.” a 64% preference rating, according to a increasingly in demand with consumers around the world. delicacy. Even Father’s Day, which takes recent survey. place in August in Brazil, was marked with Better Advice at Portuguese brochures filled with new clipfish recipes Fish Counters In an effort to maintain a strong market The natural curing process for stockfish Worldwide Appeal Nigeria with NOK 82 million and Jamaica designed for a celebratory dinner. Fish counter staff in Portuguese share, the festival was arranged with an takes a full two years. First, fresh skrei are The taste for clipfish and stockfish made with NOK 75 million. Other markets supermarkets are being educated about eye towards developing new and exciting rack-hung under the open sky, and sun, from fresh cod is strong in both traditional combined to reach NOK 802 million, or Start the Day with the entire salting, drying and curing ways to prepare and enjoy the fish. wind and weather are allowed to begin the and new markets. The total export value 19% of the overall total. Saltfish in Jamaica process involved in making Norwegian Three hundred recipes for new ways to curing. As the drying process evolves, the of these fish has now reached NOK Jamaica is an exciting growth market clipfish by means of a video recently prepare the fish were sent in by Dominican fish mature and their unique and satisfying (Norwegian kroner) 4.2 billion per year. Brazil Looking to Make for Norwegian clipfish, or saltfish as it is created by the NSEC. The hope is that housewives, who are the target market, as taste comes forward while healthy nutrients Portugal, with NOK 1.47 billion, takes the Sunday Clipfish Day locally known. This is thanks in large part better-informed staff can then advise 95% of the clipfish sold in the Dominican are preserved. Just the right amounts of biggest bite, accumulating 35% of total Brazil ranks as one of the largest markets, to the popularity of the country’s national customers on how best to select and enjoy Republic is eaten at home. sun and wind help to complete drying export sales. Clipfish is the key ingredient with 98% of all fish that Norway exports to dish, which is served up in most homes the popular fish. In Portugal, the annual the fish, while occasional rain keeps the for the country’s national dish, bacalao, Brazil being clipfish. Bacalhau da Noruega, for breakfast: Ackee (which is Jamaica’s turnover of clipfish is about 60,000 tonnes, Italians Get Fresh Info Online flesh pristine. Next, the fish are harvested, and this has driven consumption up as it is known locally, is a favourite at the national fruit) and Saltfish. Norwegian and Norway has a 50% market share. A website launched by the NSEC in 2005, watered and packed, following age-old accordingly. Italy, with NOK 721 million, and Brasiliero dinner table, usually reserved for clipfish has been the leader in the Jamaican The Portuguese have more than 500 years www.seafoodfromnorway.it, has collected wisdom and traditions held by leading Brazil, with NOK 710 million, each make special occasions when gathering family market for some time, but industry officials of history in eating clipfish, but, as Øyvind and made available online recipes for companies such as Fjordlaks, Jangard and up 17% of the overall figures. Smaller, but and friends. The Norwegian Seafood are now looking at ways to inform the Arne Jensen, NSEC’s representative to Italians’ favourite fish from Norway – West Norway Codfish. significant markets are Spain at NOK 228 Export Council (NSEC) is looking to public about other ways to prepare and Portugal, says: “We believe that although stockfish. The new Italian website contains million and the Dominican Republic at NOK persuade people in this South American enjoy their favourite fish. Companies like these people have a considerable a wealth of information on Norwegian 98 million. Burgeoning markets include country that there are even more occasions Nils Sperre AS, which has a long tradition knowledge of fish, they can still learn more seafood, and is designed to aid both to enjoy Bacalhau da Noruega, not just of serving the Jamaican market, are because the clipfish is a never-ending story. importers and consumers in discovering traditional feast days. expected to be involved in the effort. And, with 50% market share, Norway has new ways to prepare Norwegian salmon, an important role to play.” stockfish and clipfish. To that end, the NSEC ran a campaign Per Christian Enge of the NSEC explained encouraging Brazilians to make Sunday the strategy in a recent interview Dominicans Celebrate “Clipfish Day”. The promotion was placed with Godfisk.no: “We believe positive Norwegian Bacalao in about 500 supermarkets during 2005 development can be reinforced through A bacalao festival was arranged in the in the cities of Rio de Janeiro, Sao Paulo, new marketing efforts. We currently deliver capital of the Dominican Republic, Santa Salvador and Recife, with sales personnel 80 percent of all clipfish to Jamaica, but Domingo, in October 2005. The festival handing out recipes to customers. awareness of the Norwegian origin of the celebrated the fact that clipfish has long Television celebrity Anna Maria Braga used fish is not especially great. We also have no been a part of the basic diet on this island © Bengt Wilson/Norwegian Seafood Export Council © Studio Adna/Norwegian Seafood Export Council

Traditional stockfish drying methods can Bacalao’s popularity stretches from Italy to be seen at work throughout Norway’s Portugal, across the Atlantic to Brazil, and fishing communities. far into the Caribbean.

18 Seafood – Innovation Norway 19 white fish (cod, haddock, halibut & coalfish) & king crab norwegian seafood export council

AALESUND SEAFOOD AS Moloveien 3B • NO-6004 Aalesund, Norway Tel: +47 70 11 62 80 • Fax: +47 70 11 62 90 E-mail: [email protected] Website: www.aalesundseafood.no

Norway is consistently one of the world’s largest exporters of seafood. The Norwegian Seafood Export Council (NSEC) works to strengthen the country’s leading position by helping to increase the demand for Norwegian seafood.

The NSEC is the combined marketing conditions for competition in the fisheries and information agency for the Norwegian industry. It prepares export statistics about The NSEC provides information about Aalesund Seafood AS is a subsidiary of Aalesund Shipping Group AS, which was established in 1971. fisheries industry, and carries out Norwegian seafood, conducts ongoing the Norwegian fisheries and aquaculture At first, the company merely bought and sold boats, but after receiving repeated requests for fish, the activities within marketing, market market surveillance, and performs global industries to companies and other company made the decision to expand the business to include fish sales and Aalesund Seafood AS was information, market access, PR, and analyses of resources and conditions for interested parties all over the world. issue management. The council was competition with regard to Norwegian For more information, please contact: founded. Aalesund Seafood is situated in the heart of Ålesund, the fisheries capital of Norway. The company established in 1991 under the auspices species. The NSEC acts in an advisory expanded a great deal over the past year, and revenue for 2005 was approximately NOK 350 million. of the Ministry of Fisheries, and its board capacity to the Ministry of Fisheries and Norwegian Seafood Export Council comprises representatives from the other authorities, and is responsible for the NO-9291 Tromsø, Norway and ensures continuous access to raw Norwegian Federation of Trade Unions, approval of exporters. Tel: +47 77 60 33 33 Emphasis on Personal Service fish stock, both pelagic and white fish. Export Markets the Norwegian Fishermen’s Association Fax: +47 77 68 00 12 The company is proud of its friendly Aalesund Seafood has steadily grown to Today, the company has long-standing and the Norwegian Federation of Fish and Website: www.seafood.no approach and good service. Close focus on white fish and king crab from the experience in selling and buying seafood Aquaculture Industries. All activities are relationships have been formed with Barents Sea, and is a solid and reliable from markets all over the world, such as industry-financed. many of its buyers. Close contact with supplier of a host of fish products. the United Kingdom, Russia, Portugal, customers and knowledge of their needs Spain, Germany, Poland, Asia and South At the international level, the NSEC works enables Aalesund Seafood to keep track Products America. to promote the export of Norwegian of market development at all times and Aalesund Seafood’s product range seafood. The council has representatives adapt to changing trends quickly and includes: in Brazil, Portugal, Spain, France, efficiently. The company takes pride in • Cod Germany, Italy, Russia, Japan, China and being readily available to its business • Haddock Hong Kong. partners. • Pollock © Jean Gaumy/Norwegian Seafood Export Council • Coalfish (saithe) The NSEC works to obtain knowledge Reliable Supplier • Greenland halibut about market access and to improve the As well as exporting and importing fish, • Redfish Aalesund Seafood AS also owns its own • Ling vessels and has firm agreements with • Tusk both Norwegian and foreign vessels • Catfish (mainly Russian). This gives the company • Silver smelt full control over the quality of products • Plaice • Red king crab © Tom Haga/Norwegian Seafood Export Council © Jean Gaumy/Norwegian Seafood Export Council

NORGE is the trademark for first-class seafood from clear, cold Norwegian waters.

20 Seafood – Innovation Norway 21 refined fish oils & fish oil extracts frozen white fish & shrimps

BRASCO FROZEN FISH AS Moloveien 3B • NO-6004 Aalesund, Norway Tel: +47 70 16 08 90 • Fax: +47 70 16 08 91 BERG LIPIDTECH AS (BLT) E-mail: [email protected] • Website: www.brasco.no PO Box 9063 • NO-6023 Ålesund, Norway Tel: +47 70 19 92 00 • Fax: +47 70 19 92 01 E-mail: [email protected] • Website: www.blt.no

Berg LipidTech AS (BLT) manufactures all kinds of special marine oils and concentrates, from crude oils Brasco Frozen Fish AS was founded in 2001, and, as such, is a relatively new company. However, the to fully refined grades. The company has state-of-the-art production facilities located near the town of founders have more then 30 years experience in the catching, processing and marketing of white fish and Ålesund on the western coast of Norway, and delivers in bulk worldwide to the pharmaceuticals, health food, shrimps – experience which is extremely beneficial for its global suppliers and customers. functional food and cosmetics industries.

Areas of Focus Products Numerous Refining Processes Comprehensive Wide Product Range Brasco Frozen Fish’s main areas of focus The company specializes in sea-frozen BLT oils undergo comprehensive analyses Quality Control BLT manufactures the following products: are personal service, flexibility, reliability fish, fillets and shrimps from the north and are fully documented. The company BLT’s processes are thoroughly tested to • Cod liver oils and ensuring quality throughout its Atlantic. Brasco Frozen Fish’s products offers the following refining processes: ensure the manufacture of high-quality • Omega-3 (EPA/DHA) oils entire operation. Close contact with its include: • Crude extraction products that meet customer expectations • Salmon oils customers and knowledge of their needs • Cod • Semi-refining (de-acidification) and specifications. The company’s • Shark liver oils enables the company to keep track of • Haddock • Bleaching in-house laboratory is equipped with • Tuna oils market developments and make changes • Saithe • Deodorization state-of-the-art analytical equipment • Halibut liver oils quickly and efficiently. It takes pride in • Redfish • Winterization (cold-filtered) and computer software to provide • Fish oil concentrate (EPA/DHA) being readily available for its business • Greenland halibut • Distillation extremely accurate analyses at all times. – Ethylesters (EE) partners. • Catfish All manufacturing stages are monitored – Triglycerides (TG) • Shrimps and approved according to HACCP sanitary regulations, and are carried out in accordance with the USFDA’s HACCP Regulation 21 CFR 123. The company’s registration number is M-421.

The Group owns and manages one fully licensed shrimp trawler, the M/S Tenor, operating in the North Atlantic.

22 Seafood – Innovation Norway 23 producers & worldwide exporters of seafood suppliers of pelagic fish

FOSNAVAAG SEAFOOD AS PO Box 131 • NO-6099 Fosnavaag, Norway Tel: +47 70 08 55 50 • Fax: +47 70 08 55 51 E-mail: [email protected] BRØDRENE SPERRE AS Website: www.fosnavaag.com NO-6057 Ellingsøy, Norway Tel: +47 70 10 27 00 • Fax: +47 70 10 27 10 Website: www.sperrefish.com

Founded in 1945, seafood producer and exporter Brødrene Sperre AS is built upon three generations of Fosnavaag Seafood AS is among the main producers of pelagic fish in Norway. The company, located on the experience. This company boasts a first-class reputation for high-quality products and outstanding service west coast of Norway, is in close proximity to the main fishing grounds for mackerel and herring. Its annual among its clients. turnover amounts to $45 million.

Range of Products Logistics Operations The Factory Transport Product Range • Shore-Based Private harbour installations enable The company is a leading producer and Production on the premises started in Fosnavaag Seafood’s products can be • Mackerel (scomber scombrus) – round - Round frozen mackerel Brødrene Sperre to receive superior fresh exporter of round frozen pelagic fish, as 1917. In 1978 the Remøy family, well- delivered by reefer vessels, containers or frozen and fillets - Round frozen horse mackerel raw materials directly from fishing vessels well as salted and dried fish. In addition, known in the fishery sector in the area, trucks. Quality reports, grading sheets and • Herring (clupea harengus) – round - Round frozen herring into its production facilities and its own partnerships and exclusive long-term purchased the site. The factory was pictures of each production are available frozen, butterfly fillets, skinless fillets - Round frozen capelin cold stores. Shipping is simultaneously sales agreements with more than eight refurbished in 1990 and additional for clients to view. It is possible to conduct • Horse mackerel (trachurus trachurus) - Salted and dried fish performed for export worldwide. first-class Norwegian “frozen-at-sea” technical changes were completed an inspection during production and prior • Silver smelt (argentina silus) processors form the foundation for the in 2003. The factory has since been to shipment. • Sprats (sprattus sprattus) – round frozen • Frozen at Sea company’s philosophy: refurbished to satisfy the requirements • Blue whiting (micromesistius poutassou) - Fillets of cod, saithe and haddock Continuity – Stability – Control. of clients and authorities, and the plant • Capelin (mallotus villosus) – round (interleaved or in block) is today among the modern processing frozen - Redfish plants in Norway. • Saithe (pollachius virens) – headless/ - Greenland halibut gutted - Fillets of herring - Fish meal

24 Seafood – Innovation Norway 25 global supplier of marine oils high-quality seafood products

GJENDEMSJØ FISK AS Synnalandsvegen • NO-6270 Brattvåg, Norway GC RIEBER OILS AS Tel: +47 70 20 91 00 • Fax: +47 70 20 91 01 Strandgata 84 • PO Box 454 E-mail: [email protected] NO-6512 Kristiansund, Norway Website: www.gjendemsjo.no Tel: +47 71 56 57 77 • Fax: +47 71 56 57 88 E-mail: [email protected] Website: www.gcrieber-oils.no

GC Rieber Oils is a leading global supplier of health-bringing omega-3 oils, cod-liver oil and other marine oils. Gjendemsjø Fisk AS is a producer of high-quality seafood products, with a particular focus on smoked The company has proven expertise in providing a broad range of customized products, working closely with and marinated goods. The Gjendemsjø family started up its fish business in the 1960s as the owners of researchers and developers in various industries. Customers include the pharmaceutical industry, health two fishing vessels and, in 1980, established Gjendemsjø Fisk to expand into fish processing. In 2001, food manufacturers, feed manufacturers and the chemical industry. Gjendemsjø constructed a state-of-the-art factory in order to cope with the company’s expansion and high- quality profile. Today, Gjendemsjø Fisk AS supplies supermarket chains, wholesalers and caterers in Norway, as well as exports its products worldwide. History Products Quality Assurance GC Rieber Oils AS was established in GC Rieber Oils supplies omega-3 oils GC Rieber Oils is ISO certified and 1965. It is a privately owned company and cod-liver oil for the world market. undertakes stringent internal controls A High Focus on Quality Product Range Export Markets that practises long-term active ownership It can offer everything from crude oil to with the primary focus on safety and Gjendemsjø’s high focus on quality The company exports the following Gjendemsjø Fisk exports its products to in selected core businesses within trade, fully refined products which are neutral quality. Its laboratory has top-class includes a top-notch monitoring system seafood products: the following markets: industry and services. The base of its in odour and taste. Its most important modern equipment that includes gas with full traceability at every stage of operations is in Kristiansund on the product groups are: chromatographs and spectrophotometers. production. The company has highly • Smoked salmon and salmon trout • Europe northwestern coast of Norway. During the • Medicinal cod-liver oil Analyses are conducted in compliance qualified employees working full-time with • Marinated salmon and salmon trout • Asia last 40 years the company has developed • Omega-3 oils (18/12 and others) with AOCS’s methods. The company also quality inspection and quality-monitoring • Salmon fillets, steaks, portions • North America from being a trading company to a • Salmon oil works according to HACCP methods, matters. Gjendemsjø’s products are • Whole salmon (frozen) • Australia marine oil refinery that is a leader within • Feed oil which are incorporated in its ISO system, HACCP and kosher approved, and the • Salmon caviar • Middle East technology and practical knowledge. The and has started to work in accordance company received BRC certification in • Smoked mackerel company’s central position on the western Different variants of cod-liver oil in each with ISO 14000 standards. 2004. In August 2003, Gjendemsjø Fisk • Smoked and marinated herring coast of Norway makes it possible for it group can be customized. All products achieved the Quality Award from the • Smoked halibut to trade marine oils all over the world. In can be supplied with flavouring, for Norwegian Directorate of Fisheries. This • Seafood terrines/salads 2005 the company conducted a name example, in lemon and orange. In award is given each year to the company • Norwegian blue lobster change from Alnæs Marine Oils AS to GC addition, the company can offer fatty acid that has distinguished itself most in Rieber Oils AS. profiles which are customized for various regards to product quality and production requirements. processes.

In January 2006, GC Rieber Oils started up its unique cleaning process for the total removal of environmental contaminants.

26 Seafood – Innovation Norway 27 market development for seafood products herring & herring products

HALLVARD LERØY AS HARRENGUS AS Bontelabo 2 • NO-5020 Bergen, Norway PO Box 445 • NO-8401 Sortland, Norway Tel: +47 55 21 36 50 • Fax: +47 55 32 80 62 Tel +47 76 12 31 11 • Fax: +47 76 12 31 10 E-mail: [email protected] • Website: www.leroy.no E-mail: [email protected] Website: www.harrengus.no

As the leading exporter of fish products from Norway, Hallvard Lerøy AS maintains a consistent focus on the Located in Sigerfjord in Sortland, Harrengus AS is the only specialized herring fishery in the Vesterålen development of markets for fresh and frozen seafood products. In 2005, the holding company The Lerøy region. This strategic location in relation to the migratory patterns of the spring-spawning Norwegian herring Group had a turnover of NOK 4.1 billion. (NVG herring) provides easy access to the fishing grounds, hereby ensuring fresh fish of the highest quality. While Harrengus is distinguished by its flexibility in its production range, the area in which the company specializes is salted, marinated and spiced herring products. Its herring products are delivered mainly to the Efficient Quality Assurance entire length of the Norwegian coastline, Product Range European market, as well as to Canada and Norway. The Lerøy Group strives to ensure the including fresh fish plants, refrigeration – Fresh & Frozen fulfilment of high customer standards plants, fish farms, packing stations, as well • Farmed fish – fresh and frozen salmon in every stage of the supply chain. The as packaging and processing plants. and trout group enforces the strictest quality control • Pelagic fish – mackerel, herring and Herring History – Traditions Current Range of Products aggressive marketing techniques, routines, and in 1996 was certified by Det Logistics capelin Harrengus AS carries on the herring • Salted herring, spiced herring and Harrengus chooses to emphasize good Norske Veritas according to the ISO 9001 The logistics department coordinates • White fish – cod, Greenland halibut, traditions of Vesterålen. The emergence of sugar-cured herring – Whole, head relationships between people and a standard. production and harvest planning, coalfish, haddock, monkfish, catfish, Sortland as a trade and regional centre is removed, fillet butterfly or fillet in pieces finished product that can speak for itself. contract negotiations, dispatch of orders, halibut, ling and tusk to a large extent based on the added value • Vinegar-cured herring – Fillet in pieces Extensive Supply Network customs clearance of goods, and actual that the herring and related activities have • Frozen herring – Whole, deli, butterfly, The Lerøy Group has built a supply transportation to 49 countries, chartered contributed. The company’s knowledge fillet network of partners extending along the by air, sea, road or rail. about herring harvest, breeding and Facts about Harrengus AS sales ensures that herring products from Exclusive specialty: Turnover: Around NOK 40 million Harrengus AS will satisfy customer’s • Long-term maturing fillet – Salted, Employees: 25 expectations and needs. sugar-cured or spiced herring stored A new company structure was set in in controlled surroundings for 6–12 place in 2004 after a comprehensive Access to NVG Herring months and then filleted. modernization of the building site. The development of the NVG herring Salt and fillet production has taken stock has been relatively stabile in recent All of Harrengus’ products are packed and place in the fishery for over 50 years. years and is also expected to maintain delivered in barrels of 90–100 kilograms or sustainable development in the years to vacuum packed in 20-kilogram containers. come. The stock will be made available outside of Vesterålen for years to come. Customer Relations Cooperation with coastal trawlers, Harrengus AS puts emphasis on which are part owners of Harrengus AS, developing a close dialogue with its contributes further predictability with customers. Flexibility in production makes regard to the delivery and quality of fish. it possible to customize deliveries in The company’s raw material basis is 5–10 accordance with customer requirements. million kilograms of herring. If the volume The policy of having a close relationship of capelin rises then the production of to relatively few, stable and satisfied different capelin products could take on customers will be extended to new added importance. customers as well. Rather than using

28 Seafood – Innovation Norway 29 premium crab products high-quality salmon & trout

HYDROTECH GRUPPEN AS / FJORD AQUA GROUP AS Bentnesveien 50 • NO-6512 Kristiansund, Norway HITRAMAT AS Tel: +47 71 56 62 00 • Fax: +47 71 56 62 11 Hitra Fiskerihavn • NO-7240 Hitra, Norway E-mail: [email protected] Tel: +47 72 44 40 00 • Fax: +47 72 44 40 01 Website: www.hydrotech.no E-mail: [email protected] • Website: www.hitramat.no

HitraMat is currently Norway’s leading producer of edible crab. The company exports its products all over Hydrotech Gruppen today has 172 employees and a fully integrated plant, with its own hatcheries, marine the world and has put a lot of effort into developing new crab products for various markets. Its fi sheries and growout sites, well boats and processing plants. The Group’s annual production is around 15,000 metric methods of processing raw materials from the sea have been developed by three generations of owners tonnes of salmon and 5,000 metric tonnes of sea trout. Complete integration permits the company total since the 1930s. control of every stage of the production cycle, from egg and maturation to the fi nal product. This, along with the experience of its highly trained Norwegian staff, is why Hydrotech Gruppen has become an Production Product Range for HORECA, internationally recognized producer of high-quality salmon and trout. The quality of Hydrotech Gruppen’s In 2005, Hitramat’s production was Retail & Industry products is acknowledged by the Bocuse d’Or World Cuisine Contest, where Hydrotech, as an associated 3,300 tonnes. This makes up 58% of the All products are 100% natural, with no member, supplied 40% of the offi cial fi sh in 2003, Norwegian fjord trout. Norwegian crab catch. Continued growth additives or preservatives. They include: in production is expected in the years to • Dressed crab come. • Whole-cooked crab Ideal Fish Farming Conditions Environmental Awareness Market-Oriented • Crab cocktail claws Hydrotech’s marine growout sites are Hydrotech Gruppen is an environmentally Production Philosophy New Facilities • Fine-minced crabmeat (or other types of located in the numerous deep fjords conscious company that attempts to Hydrotech has established a strongly The crab processing is carried out in crabmeat for industrial customers) outside Kristiansund. The fi sh are farmed minimize pollution and work-related market-oriented production plant, HitraMat’s brand-new facility. It is a state- • White crabmeat in ideal conditions. The crystal-clear injuries and promotes a healthy supplying quality on demand. The of-the-art facility that meets or exceeds all • Dressed crab buffet coastal waters, protected fjords and cold work place. Hydrotech Gruppen is company continually strives for HACCP and QMP quality standards. • Crab claws ocean provide the right environment in characterized by: improvement by implementing the latest which to rear the world’s best salmon • Loyalty to the customer research fi ndings, new technology Products & Markets and trout. Quality control begins at the • Punctuality and alternative thinking. The aim of Hitramat’s product range consists of egg stage, with a monitoring programme • A long-term business focus Hydrotech’s business strategy is to always crabmeat products, freshly packed allowing full tracking from egg to fi nal maintain a good relationship to suppliers, white fi sh and scallops. It also plans on product. Hydrotech Gruppen has 18 partners and customers and a good introducing new products, including other growout sites, with approximately working relationship with the authorities. types of shellfi sh and snails. During the last ten cages in each. Each cage is Hydrotech has a modern processing few years HitraMat has put a lot of work and numbered for traceability. The eggs plant for value-added products such effort into improving and developing new must fulfi ll specifi c requirements and as skin and boneless portions, crab products, mainly for the retail, hotel, are carefully selected to meet customer fi llets and loins from both restaurant and catering markets. specifi cations. salmon and trout.

Norwegian fjord trout.

30 Seafood – Innovation Norway 31 white fish from northern norway manufacturer & exporter of fine fish products

ICE FISH AS LOFOTEN SEAFOOD EXPORT AS Strandvegen 106 • NO-9006 Tromsø, Norway Mortsundveien 379 • NO-8370 Leknes, Norway Tel: +47 77 50 11 00 • Fax: +47 77 50 11 01 Tel: +47 76 08 74 55 • Fax: +47 76 08 75 20 E-mail: icefish@icefish.no E-mail: [email protected]

Ice Fish AS is an exporter of fresh, frozen and salted white fish from northern Norway. The company’s Established in 1982, Lofoten Seafood Export is today a complete, integrated company which produces staff administrates operations from its office located in Tromsø. Ice Fish aims to serve as a proponent for small fish for farming and sells and exports fish. The fish are controlled in every process; Lofoten Seafood increasing value creation in the northern Norwegian fishing industry. Export is able to trace from when the fish is an egg through when it reaches the market. The company’s 20 employees have a great deal of competence and experience in the field, and Lofoten Seafood Export sells its products in the local community, as well as in the domestic and international markets. Supply Product Range Export Markets Ice Fish AS has good connections The company exports all types of seafood, Ice Fish currently exports to markets in: with many fresh and frozen white fish including: manufacturers throughout northern • Belgium Stockfish & Salt Fish Salmon Conference Room in Lofoten Norway. The fishing regions are northern • Coalfish • Canada (Gadus Morhua) Lofoten Seafood Export also sells Atlantic Lofoten is one of the most famous places Norway’s coastal area, including the North • Cod • Denmark Some of the world’s largest commercial salmon (Salmon salar). Between the in Norway. Why not get a taste of Lofoten Sea and the Barents Sea. The company • Haddock • England fishing areas are in operation in Lofoten in green, high Lofoten Mountains and the while having a meeting with your business exports fresh/frozen/salted white fish • Redfish • Estonia the period of January–April each year. The deep blue seawater, the salmon have a partners? Lofoten Seafood Export offers products every day; its suppliers have • Herring • France Norwegian Arctic cod (Gadus morhua) feeling of well-being, and an excellent a high-standard conference room for up long experience and quality is of great • Monkfish • Germany comes from the Barents Sea to the islands environment to grow in. Long summer to 12 people. The company also offers importance to them. • Tusk • Lithuania of Lofoten in order to spawn. Fishermen nights, the midnight sun, the beautiful guided tours, as well as delicious seafood • Plaice • The Netherlands from all over the world come to utilize Northern Lights and silent white, snowy in its restaurant. • Black halibut • Portugal this amazing fishery. During this period, winters help produce the healthy look, • White halibut • Russia Lofoten Seafood Export produces fresh attractive colour and fantastic taste of the • Cod liver • Spain fish, salted fish and stockfish, along with region’s salmon. • Crab • Sweden by-products such as cod’s roe, liver and • Salmon • Ukraine cod liver oil (omega-3). • Trout • Wet-salted fish Lofoten Specialities • Dried salted fish Each year, the Norwegian Arctic cod makes the long journey from the Barents Sea to the Lofoten Islands in order to spawn. Norwegian Arctic cod is loved all over the world – from Europe to South America and Africa. The fish can be used in many ways, such as cod, lutefisk, stockfish, bacalao, and also in snack form.

32 Seafood – Innovation Norway 33 stockfish from lofoten herring, capelin, silver smelt & whitefish

MODOLV SJØSET AS NO-8770 Træna, Norway LOFOTEN STOCKFISH COMPANY Tel: +47 75 09 57 00 • Fax: +47 75 09 57 10 Sjøgaten 15/17 • NO-8006 Bodø, Norway E-mail: post@msfish.no • Website: www.msfish.no

© Kjell Ove Storvik/Norwegian Seafood Export Council Tel: +47 75 54 03 30 • Fax: +47 75 54 03 31 E-mail: mona@lofoten-stockfish.no Website: www.lofoten-stockfish.no

Stockfish is an exclusive Norwegian product, rich in tradition. It is made of cod that is dried under natural Modolv Sjøset AS was established in 1951 on the spectacular island of Træna, a site that attracted settlers conditions by sun and wind. This unique raw material from Lofoten ranks at the top of the gastronomic scale 9,000 years ago due to its rich fishing grounds. Modolv Sjøset places great emphasis on product freshness, in Italy. As a 100% environmentally friendly product, stockfish is increasingly in demand in other parts of accepting only fish caught in nearby waters and drawn to land quickly. The family-run company’s 2005 Europe as well. turnover was $45 million.

The Raw Material The Environment The Product Schools of spawning cod make their way A clear ocean, clean air, cool breeze, When the world’s best cod connoisseurs Tradition & Modernity a reliable supply of first-class fresh fish • Silver smelt – whole round, to Lofoten in large numbers. The cod and fresh cod drying on racks: Lofoten assess stockfish and sort them into a For more than 50 years, Modolv Sjøset has from most Norwegian Sea areas, and the headed/gutted, fillets and mince has the perfect consistency – and is as if has the best environment in the world for wide array of quality groups it is called processed “the fruits of the sea” catches. season lasts almost throughout the year. • Capelin – whole round, female/male, roe created for hanging and drying. It is the the production of stockfish. The cod is vraking, or grading. The cod is not only to Consistent high catch quality has been In the high season, from September to production, unsorted best in the world. For one thousand years, harvested from the clean, clear ocean, be looked at and squeezed – the odour preserved through continuous evolution February, Modolv Sjøset produces herring. • Whitefish – wet-salted or fresh, whole the residents of Lofoten have harvested which undergoes constant renewal due is just as important. These graders know of processing technologies. From its new, In February–March, the capelin comes round or fillets cod and conserved it by drying on racks. to the tides and ocean streams. The cod that stockfish from Lofoten is the best in spacious facilities, it aims to continue its in from the Arctic waters, just before the is subsequently air-dried on pure, cool the world. In no other place in the world is tradition as a market leader supplying company starts producing the delicate Major Markets The raw material is the same today as it winds, which prevent deterioration during stockfish manufactured of the same high prominent products worldwide. silver smelt caught nearby (April–May). In addition to a strong position in the has always been, as is the conserving the first and most crucial phase of the quality as in Lofoten. domestic market, Modolv Sjøset exports, method and the product. process. Time is of the Essence Product Range principally, to Poland, Germany and Russia. Modolv Sjøset’s facilities are ideally located. • Herring – whole round, fillets (single, It is gaining ground in the European market, The rich fishing grounds of the Vest Fjord butterfly, with skin or skinless), portions and exports to Japan are growing. and the Norwegian Sea lie just beyond and headed/gutted the quay, at the Arctic Circle. This ensures

Italians are known for their many delicious © Kjell Ove Storvik/Norwegian Seafood Export Council Norwegian stockfish dishes. The Italians know better than anyone else the difference between real stockfish from Lofoten cod and other kinds of stockfish. These highly particular, Italian gourmets have no doubts about Lofoten stockfish being their first choice. Buon appetito!

34 Seafood – Innovation Norway 35 salmon, trout & assorted seafood products salted, smoked herring, mackerel & salmon

NJARDAR AS NO-6094 Leinøy, Fosnavåg, Norway NISJA TRADING AS Tel: +47 70 08 66 86 • Fax: +47 70 08 67 11 Bontelabo 2 • NO-5003 Bergen, Norway E-mail: [email protected] Tel: +47 55 21 00 40 • Fax: +47 55 21 00 50 Website: www.njardar.com E-mail: [email protected]

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Nisja Trading AS was established in 1994 with a head office in Bergen, western Norway’s seafood capital. Established in 1979, Njardar became a joint stock company (AS) in 1995. The company is ideally situated The company has employees with complementary expertise within the various seafood markets, and its on the west coast of Norway, near one of the best fishing grounds for cod, herring and mackerel. Njardar AS international staff communicates in Norwegian, English, Russian, Chinese and Spanish. Nisja Trading specializes in the production of salted herring and mackerel, smoked herring and mackerel, herring products exports for $25 million annually to its main markets in Eastern Europe, Asia and the European Union. and clipfish (dried, salted cod).

Basic Products Scrapmeat Long-Term Collaborating Traditional Family Business is dried and smoked at the same time. The Products Through its network of suppliers along the Nisja Trading AS produces and delivers Partner Njardar’s holding company, Knut Nærø entire process lasts 2–3 days. The Hard- Njardar’s products include: entire Norwegian coastline, Nisja Trading scrapmeat from Norwegian salmon and Nisja Trading’s aims to be the best long- Sild og Fiskeforretning, is a family business Cured Negro process takes 10–12 days. • Smoked herring and mackerel delivers quality products: trout. The production volume of this term collaborating partner and adviser for now in its fourth generation. The company • Smoked herring and mackerel fillets • Whole salmon and trout, fresh/frozen particular product is 500 tonnes per year, fresh and frozen seafood. The company’s started producing cod-liver oil and clipfish Approved Producer • Traditional smoked salmon • Salmon and trout fillets, fresh/frozen packed in 16.5 lb. blocks or according to many years of experience in the field, good in 1901, and opened its first smokehouse Njardar has been approved by Norsk • Salted herring and mackerel • Salmon portions in a variety of sizes customer specifications. market knowledge, and solid expertise in 1927. Njardar’s fish products are made Tradisjonsfisk to produce herring according • Clipfish (dried, salted cod) • Bits and pieces combine to make it a stable and reliable according to the traditional methods of its to traditional conservation methods. • Salted herring and mackerel fillets • Other seafood products supplier of good quality products at holding company. • Wet-salted cod and cod fillets competitive prices. Export Markets Slowfood Presidia Products: Njardar’s main export markets are: Brand Names Golden-Smoked Herring, • The Mediterranean countries Njardar produces fish products under the Silver-Cured Herring & Hard- • The West Indies following brand names: Cured Herring Negro • North and South America • ATCO 1907 All herring that is to be smoked is first • The EU countries • Borealis salted. The golden-smoked herring is hung • Australia • El Noruego when wet in a drying and smoking room. • The Persian Gulf states • Neptun The smoking process takes 6–7 days. The In addition to its own products, Njardar • Polar silver-cured herring is smoked with the finest AS also exports fish and fish products for • Norge-Sild ingredients – namely, alder tree logs. The fish other Norwegian companies. • Norwegian Tradition Smoked Salmon

1. Straight from the smoking oven. Jan Nærø is in charge of the large trolley.

2. Bacalao (dried and salted codfish) and herring in “Gold” and “Silver” quality.

Scrapmeat deliveries are available on request 3. Brand labels – Borealis, El Noruego, at Nisja Trading and packaged according to Norge-Sild, Polar, ATCO 1907 customer specifications. Selected Norwegian Herrings. 2 3

36 Seafood – Innovation Norway 37 import & export of fish & shrimp producer & exporter of salmon & seafood products

NORSK SJØMAT GROUP Svemorka • NO-6200 Stranda, Norway NORSK HAVFISK AS Tel: +47 70 26 88 80 • Fax: +47 70 26 88 90 Holtemyrane 2 • NO-6800 Førde, Norway E-mail: [email protected] Tel: +47 57 82 94 00 • Fax: +47 57 82 94 01 Website: www.norsksjomat.no E-mail: office@norskhavfisk.no Website: www.norskhavfisk.no

Norsk Havfisk AS exports a wide range of seafood products. The company has very good and reliable Norsk Sjømat Group provides you with a wide range of seafood all year around, and at competitive prices. connections within a network of producers/farmers. It receives white fish first-hand, getting the fish directly The three companies that make up the Norsk Sjømat Group all specialize in different areas. Together, they from the fishing vessels. Because of this Norsk Havfisk is able to offer first-class products at competitive offer a wide product range, flexible production units, and a skilled and experienced organization with high prices all year round. focus on gaining customers’ satisfaction.

About Norsk Havfisk Product Range White Fish: Established in 1996, Norsk Havfisk is Norsk Havfisk is a leading exporter of first- • Catfish: Land and sea-frozen, HG and an exporter of fresh and frozen Atlantic class products that offers the following fillets Norsk Sjømat AS Vikomar AS Norsk Sjømat Trading AS salmon, trout and white fish. In 1999, it products at competitive prices: • Cod: Fresh and sea-frozen, HG and Value-Added Salmon & Trout Mackerel, Herring & Whitefish Fresh & Frozen Salmon & Trout began importing and exporting fish and fillets Norsk Sjømat provides a wide range of Skilled employees in a modern and Norsk Sjømat Trading specializes in shrimp. Norsk Havfisk has its head office Atlantic Salmon & Trout: • Greenland halibut: Sea-frozen, HG, N- products, from sashimi fillets to portions, efficient plant secure Vikomar’s products supplying full trucks of fresh whole in Førde, north of Bergen, and a branch • Atlantic salmon: Superior and ordinary cut and J-cut, fillets steaks, smoked products and gravlax. from landing to sale. Direct contact with salmon. The company also provides office in Gothenburg, Sweden. quality, fresh and frozen, whole, • Haddock: Frozen, HG, fillets The company’s new success is marinated the market, production and fishermen frozen salmon or trout shipments in fillets, portions, steaks, bellies, mince, • Redfish: Fresh and sea-frozen, whole, dinner portions. By-products are also gives the company the opportunity to full containers or in combination with backbones, heads HG, N-cut and J-cut and fillets available. Norsk Sjømat’s plants are BRC be flexible, and to produce according to other products from its group. If you • Trout: Whole, fillets, steaks, fresh and • Saithe: sea-frozen, HG and fillets Higher Level and HACCP-approved, and customer expectations and demand. are interested in other seafood species frozen • White halibut: sea-frozen, HG, N-cut the company meets kosher requirements. besides the group’s range, then please and J-cut, fillets You can choose the packer’s brand, or the VIKOMAR AS contact Norsk Sjømat Trading for offers. company can produce for private labels. NO-6430 Bud, Norway Tel: +47 71 26 61 00 E-mail: [email protected] E-mail: [email protected] Fax: +47 71 26 61 01 Website: www.norsksjomat.no Website: www.norsksjomat.no E-mail: [email protected] Website: www.vikomar.no

38 Seafood – Innovation Norway 39 exporters of cold-water prawns farmed salmon, salmon trout, cod, halibut & mussels

NORWAY PRAWNS AS NORWAY ROYAL SALMON AS Sjøgt. 39 • NO-9008 Tromsø, Norway PO Box 110 • NO-4601 Kristiansand S., Norway Tel: +47 77 60 18 88 • Fax: +47 77 60 18 89 Tel: +47 38 12 26 66 • Fax: +47 38 12 26 79 E-mail: [email protected] E-mail: [email protected] • Website: www.nrs.as Website: www.norwayprawns.no

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Norway Prawns AS is a true master in the art of processing Arctic Norwegian prawns. The company Located in Kristiansand and Trondheim, Norway Royal Salmon AS has merged old family companies selects the best cold-water prawns nature can create and promotes with love and passion this unrivalled specializing in salmon farming and sales. The company has been a leading player in the Norwegian fi shing and unmistakable fi ne taste to seafood lovers around the world. For decades Norway Prawns has been industry for many years and is now one of the largest groups of salmon farmers in the world. Norway Royal perfecting the pure natural quality in its state-of-the-art plants ideally located close to rich fi shing grounds. Salmon exports and sells salmon, trout and other fi sh types year-round to more than 30 countries. The company offers a wide range of Norwegian cold-water prawns (Pandalus Borealis) from its BRC Global- certifi cated factories, and has a capacity of more than 12,000 tonnes of fi nished products per year. Fresh, Clean Environment Quality Products Fresh, Frozen & Smoked The raw produce is farmed in an ideal A wide range of salmon products are Norway Royal Salmon’s line of export environment with unpolluted, cold, clear offered by Norway Royal Salmon, with products includes: The Product Environment & Resource Innovation water. The company has the advantage of special emphasis on taste, presentation Pure, cold seawater, and a bracing Management Norway Prawns continuously seeks obtaining salmon deliveries from farmers and quality assurance. The company’s • Fresh and frozen salmon and salmon climate on the fringe of the Arctic Ocean Norway Prawns’ prawns come from a highly opportunities to expand the market along the entire Norwegian coast. It can, farmers helped to pioneer the international trout provides Norway Prawns with some of the regulated fi shing area in the Norwegian for Norwegian cold-water prawns. The therefore, offer top-quality products all salmon farming industry and are well • Salmon fi llets and portions best prawns in the world. It is the Arctic economic zone north of 62° N. All fi shing company has successfully launched IQF year round. known for their top-quality salmon and • Smoked and marinated salmon temperatures that make Norwegian cold- vessels there over 50 Mt must have marinated prawns in the Nordic countries salmon products. The company has • Various salmon delicacies water prawns unique. The colder the water permits and their fi shing gear is subject to and the product range was represented expanded its range of products to include • Fresh and frozen farmed cod, halibut is, the slower the prawns grow – this gives inspection. The company also works with in the fi nal at the ESE Seafood Prix d’Elite new-farmed species such as cod, halibut and mussels the prawns a fi ner quality, a fi rmer texture the Norwegian Institute of Marine Research, competition in Brussels in 2005. The and mussels. and a fresher taste. These conditions which monitors the marine resources and product line combines exotic fl avours Export Markets result in a product that Norway Prawns is the marine environment. with the best Arctic raw materials. The Norway Royal Salmon leads the way in Norway Royal Salmon exports its range proud to present to discerning consumers company’s latest innovation is raw, product development, maintaining its of salmon products throughout Europe, worldwide. Product Safety – Norway peeled prawns. Gently peeled and with position as one of the world’s leading as well as to the other important world Prawns’ Commitment a crispy texture, these raw prawns taste companies in salmon sales. markets, including: Norway Prawns constantly improves the Norwegian prawns are some of the close to fresh. The raw prawns extend quality of its prawns through its fi shing, most pure and natural seafood products culinary possibilities with regards to the • Russia maturing, cooking, grading and careful available. Norway Prawns’ BRC Grade preparation of various hot dishes. • Japan packing processes. The company sells A-awarded factories provide a fi rst-class • China prawns to retail, food service and industrial quality product strictly controlled in all • Eastern Europe customers alike, and can supply all sizes processes – from raw material to ready- • Hong Kong from the large count of less than 150 pieces to-eat consumer packs. The company is • Israel per pound up to the smallest 500/+ counts. committed to ensuring at all times the very • Malaysia Norway Prawns offers a wide range of highest standards for both production and • Mexico packages, including traditional pillow bags ethics. • Singapore and more sophisticated block-bottom • Taiwan packaging, in addition to vacuum tray, etc. • United States 1. An array of salmon products from Norway Royal Salmon.

40 Seafood – Innovation Norway 41 norwegian seal oil seafood from norway

PROVENA NORWAY AS SEABORN AS PO Box 2101, Løkkemyra Sandviksboder 66 • NO-5035 Bergen, Norway NO-6502 Kristiansund, Norway Tel: +47 55 33 40 50 • Fax: +47 55 33 40 60 Tel: +47 71 68 55 90 • Fax: +47 71 68 55 91 E-mail: [email protected] • Website: www.seaborn.no E-mail: [email protected]

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Located on the west coast of Norway in Kristiansund, Provena Norway AS markets omega-3 Norwegian Seaborn’s unique position as a sales organization for Norwegian fish farmers helps secure the company Seal Oil. Norwegian Seal Oil is a leading brand in Scandinavia and is also distributed around the world. the best-quality fresh salmon and fjord trout all year round. The company is headquartered in Bergen and has 15 full-time employees, along with a sales representative in Sweden. The company’s owners’ fish farms are mainly located along Norway’s west coast, where the fish farming conditions for salmon and trout are Product Forms effect on maintaining the functioning of the Ensuring Quality optimal. Norwegian salmon and Norwegian fjord trout are Seaborn’s main products, but the company also Norwegian Seal Oil can be delivered in blood vessels and to help prevent heart and Norwegian Seal Oil products are offers its customers high-quality white fish. capsular form, bulk or in liquid form in vascular diseases. The biggest difference, 100% natural and they are processed food grade or pharmaceutical quality. however, is in the configuration of the actual mechanically, not biochemically. The The Norwegian Food Inspection Agency basic structure of the oil itself, namely the process is ISO certified and this leads to (Mattilsynet) has particular quality triglyceride molecule. The spine of the strict internal controls with the main focus Small Family-Owned Seaborn’s Products Value Chain requirements with regards to environmental triglyceride molecule consists of glycerol on security and quality, certified in relation Companies – Seaborn’s Norwegian salmon is a gourmet Seaborn AS ensures that its customers toxins in marine oils and this ensures stricter with three fatty acids connected to it, hence to ISO 14000 (Environmental Certificate). Mark of Distinction experience – whether you prepare it receive the best fish possible. The requirements for quality. the name. In fish oil the marine omega-3 The process also employs HACCP methods Seaborn AS was established in 2001 yourself or order it at a restaurant. We company is no industry giant, and doesn’t fatty acids are located mainly in the middle that have been incorporated into the and is owned by small and medium- guarantee this through our quality control. wish to be, either. Seaborn’s personal Marine Mammal Oil position of the molecule, while oil from products’ ISO system. The company uses sized family-owned companies. The relationship with its customers is its The Norwegian Ministry of Fisheries & marine mammals is found at the end of it. a top modern laboratory that has, amongst shareholders take pride in delivering fresh Norwegian fjord trout – The sharp guarantee that the customer is satisfied. Coastal Affairs has this to say about marine During digestion these two different oils are other things, GC/MS. Analyses are carried fish of the best quality. Welfare is the basis red colour and white marbling in the fish Its system for traceability and certificate of mammal oil: “The composition of fatty acids broken down differently and can therefore out in relation to AOCS’s methods. The for the growth and quality of fish, and makes the trout both a taste experience quality gives every opportunity to control in blubber from marine mammals sets itself be thought to exert different effects. Clinical plant and the quality system are routinely Seaborn’s fish farmers provide their fish and a delight for the eye at any well- each link of the value chain, and to ensure apart somewhat from fish oil in that you can trials of seal oil have shown documented inspected and accepted by the Norwegian with a good amount of space in the cages stocked table. As with salmon, Norwegian the high quality of its customers’ fish. find a little more monosaturated fat and at effects against joint pain after only ten Food Inspection Agency. and the best feed available. fjord trout is sought after by international the same time there exists more of the fatty days while with fish oil you don’t notice master chefs and in private homes alike. acid docosapentaenoic acid (DPA) in it. DPA the effects until two to four months have is known to have an especially favourable passed.” White fish – both wild fish and farmed fish – can be delivered all year round. Sales of wild-caught fish – such as cod, saithe, 1. Assistant Professor Dag Ekeberg at the redfish, monkfish and halibut – follow the Norwegian University of Life Sciences at Ås. fishing seasons for these species. Provena Norway makes use of the university for studies on Norwegian Seal Oil

2. The new high-tech refinery in Kristiansund was built especially for the production of seal oil. Seal oil goes through several processes based on unique new technology. This ensures that all of the seal oil’s good qualities remain in the 1. Seaborn AS’s farmed salmon is based on product. 2 genes from Norway’s best salmon rivers.

42 Seafood – Innovation Norway 43 farmed cod in mid-norway environmentally sound salmon & trout farming

SKEI MARINFISK ASA VOLDEN GROUP AS NO-7994 Leka, Norway Kvenvikveien 95 • NO-9518 Alta, Norway Tel: +47 91 59 82 71 • Fax: +47 74 39 98 99 Tel: +47 78 44 95 95 • Fax: +47 78 44 95 96 E-mail: [email protected] • Website: www.lekatorsk.no E-mail: [email protected] • Website: www.volden.no

Founded in 1997, Skei Marinfisk ASA is one of the largest cod farming companies in Norway. The company’s Volden Group AS is a family-owned company that has produced quality salmon and trout for generations. farmed cod, which is of the absolute highest quality, is currently exported to the French, German and Belgian Located in the northernmost region of Norway, it uses a “Best Practice” production system in which it markets through Leka Torsk AS. Leka Torsk AS is a subsidiary of Skei Marinfisk ASA. Skei Marinfisk ASA is develops and maintains a healthy relationship to the environment. the operating company that holds the farming licences, while Leka Torsk AS is the company responsible for the marketing and sales of the products. Skei’s cod biomass is increasing every year. As of the beginning of Vertically Integrated Markets Focus on Fish Welfare 2006, the company had ca. 1,000,000 cod in cages. The company has two licences for halibut farming and Volden Group is vertically integrated. This Volden Group is a market-driven & the Environment eight licences for cod farming. Skei Marinfisk’s current focus is on cod farming. allows the company to ensure excellent organization that delivers its products Volden Group’s production is based on bio-security supervision of the whole mainly throughout Japan and the EU, principles of sustainability and long- value chain, from ova to the market. It is but also in Russia, the United States, term care of the environment and of its Vision Goals • Working goal-oriented in order to committed to maintaining environmental Taiwan and Korea. 97% of its production fish stock. Salmon and trout are farmed Skei Marinfisk ASA’s company vision is as Skei Marinfisk ASA’s goals include: optimize production (locales, equipment and fish welfare standards and to the long- is exported. The company has long-term according to a standard exceeding the follows: • To be amongst the world’s most and feeding regimes) term success of its small, independent commitments to a limited number of regulatory framework. Farming is done in a • The company will remain one of proficient fish farmers • Developing control routines for salmon and trout farm. Being small allows partners (wholesalers and/or retailers). manner designed to prevent pollution and Norway’s leading players in seafood • Obtaining new licences for the farming the assessment of the company in it to have hands-on control and ensures Its well-organized production allows it to limit potential threats to the wildlife. farming and of significance on an of cod cooperation with research institutions the best delivery of its products. supply fresh and frozen salmon and trout international scale • Obtaining good, long-term deals for the • Working to increase its access to around the world. • Establish new and profitable purchase of fish feed and the sale of desired competence, fry and marketing Production employment in a company that gives feed fish channels Total production of salmon and trout good returns to its investors in 2006/2007 is projected to be 7,500 tonnes. This production is achieved through a fully integrated system designed to maximize the health of its stocks. It has one hatchery and eight sea sites. Three of its sites are constantly fallow, allowing for natural cleansing and regeneration of the sites. This policy is part of a total fish farming philosophy that maximizes the health and welfare of the fish and minimizes environmental impact.

44 Seafood – Innovation Norway 45 seafood from norway

WESTCOAST AS Skuteviksboder 1-2 • NO-5035 Bergen, Norway Tel: +47 55 54 08 80 • Fax: +47 55 54 08 90 E-mail: [email protected] Website: www.westcoast.no

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Westcoast is a group of fish processing plants that produces and exports fish products to all parts of the world. The group’s primary strategy involves selling fish products to all available markets, securing fast 2 turnover for the processors, and providing its customers with a steady supply all year round.

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1. Capelin (Mallotus villosus) Selection: Various sizes, whole round. 1. Herring (Clupea harengus) Selection: Graded in sizes, whole round, flaps or 2. Saithe (Pollachius virens) fillets, skin on or off. Selection: Graded in sizes, head off, gutted.

2. Mackerel (Scomber scombrus) 3. Horse Mackerel (Trachurus trachurus) Selection: Graded in sizes, whole round. 2 Selection: Graded in sizes, whole round. 3

46 Seafood – Innovation Norway 47 The following list provides an overview of the Norwegian embassies, Consulate Generals and Innovation Norway offices located internationally. For more information on Norwegian embassy and Consulate General activities, please visit norway abroad www.norway.info norway abroad

Malawi Portugal Sudan United Kingdom Afghanistan Canada Ethiopia Ireland Lilongwe – Embassy Lisbon – Embassy Khartoum – Embassy Edinburgh – Consulate General Kabul – Embassy Ottawa – Embassy Addis Abeba – Embassy Dublin – Embassy Arwa House, City Centre, P/Bag B 323, Lilongwe 3 Avenida D. Vasco da Gama 1, P-1400-127 Lisbon House no. 63, Street 49, Khartoum II 86 George Street, GB-Edinburgh EH2 3BU Tel: +870 762 596 925 Royal Bank Centre; Suite 532; 90 Sparks Street, Ottawa, Ont. Buna Road, Mekanissa, Addis Abeba 34 Molesworth Street, IRL-Dublin 2 Tel: +265 1 774211 / 771212, Fax: +265 1 772845 Tel: +351 21 301 5344, Fax: +351 21 301 6158 Tel: +249 183 578336, 578343, 578345, 576788, Tel: +44 131 226 5701, Fax: +44 131 220 4976 Fax satellite: +870 6000 61156 K1P 5B4 Tel: +251 137 107 99, Fax: +251 1 711255 Tel: +353 1 662 1800, Fax: +353 1 662 1890 E-mail: [email protected] E-mail: [email protected] Fax: +249 183 577180 E-mail: [email protected] E-mail: [email protected] Tel: +1 613 238 6571, Fax: +1 613 238 2765 E-mail: [email protected] E-mail: [email protected] E-mail: [email protected] E-mail: [email protected] London – Embassy Malaysia Romania 25 Belgrave Square, London SW1X 8QD Albania Toronto – Innovation Norway Finland Israel Kuala Lumpur – Embassy Bucharest – Embassy Sweden Tirana – Embassy Helsinki – Embassy Tel Aviv – Embassy Tel: +44 20 7591 5500, Fax: +44 20 7245 6993 2 Bloor Street West Suite 504 Suite CD, 53rd floor Empire Tower, Jalan Tun Razak, 50400 Strada Dumbrava Rosie 4; 020463 Bucharest Stockholm – Embassy E-mail: [email protected] Rr “Dëshmorët e 4 shkurtit”, nr 5, Tirana Toronto Rehbindervägen 17, FIN-00150 Helsinki 40 Einstein Street, Canion Ramat Aviv, 13. Etg., 69101 Tel Aviv Kuala Lumpur Tel: +40 21 210 0274 / 76 / 77, Fax: +40 21 210 0275 Skarpögatan 4, S-115 27 Stockholm Tel: +355 4 256923, +355 4 221666, Fax: +355 4 221507 Ontario M4W 3E2 Tel: +358 9 686 0180, Fax: +358 9 657 807 Tel: +972 3 744 1490, Fax: +972 3 744 1498 Tel: +60 3 2175 0300, Fax: +60 3 2175 0308 E-mail: [email protected] Tel: +46 8 665 6340, Fax: +46 8 782 9899 E-mail: [email protected] E-mail: [email protected] E-mail: [email protected] London – Innovation Norway Tel: +1 416 920 0434 E-mail: [email protected] E-mail: [email protected] Trade and Technology Office Fax: +1 416 920 5982 Charles House 5 Lower Regent Street E-mail: [email protected] Helsinki – Innovation Norway Russia Stockholm – Innovation Norway Angola Eriksgatan 2 Italy Mexico Moscow – Embassy SW1Y 4LR Website: www.invanor.no/toronto Adolf Fredriks Kyrkogata 13 Tel: +44 207 389 8800 Luanda – Embassy FIN-00100 Helsinki Rome – Embassy Mexico D.F. – Embassy Ulitsa Povarskaya 7, RUS-131940 Moscow SE-103 67 Stockholm Fax: +44 207 9730 189 Rua de Benguela 17, Bairro Patrice Lumumba, Luanda Tel: +358 9 612 9690 Via delle Terme Deciane 7, I-00 153 Rome Avenida Virreyes 1460; Col Lomas Virreyes, 11000 Mexico D.F. Tel: +74 95 933 1410, Fax: +74 95 933 14 11/12 Tel: +46 8 791 83 00 E-mail: [email protected] Tel: +224 222 447522/222 447922/ 222 449936 Chile Fax: +358 964 0053 Tel: +39 06 571 7031, Fax: +39 06 571 70326 Tel: +52 55 5540220-21, Fax: +52 55 52023019 E-mail: [email protected] Fax: +244 222 446248 E-mail: [email protected] Fax: +46 8 24 98 00 Website: www.invanor.no/london Santiago de Chile – Embassy E-mail: [email protected] E-mail: [email protected] E-mail: [email protected] Tel. satellite: 871 761 964840, �Fax satellite: 871 682 421256 San Sebastián 2839; Of. 509, Las Condes, Santiago Murmansk – Consulate General E-mail: [email protected] Tel: +56 2 234 2888 / 89, Fax: +56 2 234 2201 Milan – Innovation Norway Ulitsa Sofji Perovskoj 5, RUS-183038 Murmansk France Reale Ambasciata di Norvegia Morocco USA E-mail: [email protected] Tel: +7 815 2 400 600, Fax: +7 815 2 457 451/+7 815 2 Switzerland Boston – Innovation Norway Paris – Embassy Ufficio Commerciale e del Tourismo Rabat – Embassy 456 871 Bern – Embassy 133 Federal Street, Suite 901 Argentina 28, Rue Bayard, F-75008 Paris Via G. Puccini, 5 9, rue de Khenifra, Rabat E-mail: [email protected] Bubenbergplatz 10, CH-3011 Bern Boston, MA 02110 Buenos Aires – Embassy China Tel: +33 1 5367 0400, Fax: +33 1 5367 0440 I-20121 Milan Tel: +212 3 7764084-6, Fax: +212 3 7764088 Esmeralda 909, 3B, 1007 Buenos Aires Tel: +41 31 310 5555, Fax: +41 31 310 5550 Tel: +1 617 369 7870 Beijing – Embassy E-mail: [email protected] Tel: +39 02 854 514 11 E-mail: [email protected] St. Petersburg – Consulate General E-mail: [email protected] Tel: +54 11 4312 2204, Fax: +54 11 4315 2831 1, Dong Yi Jie; San Li Tun, CN-Beijing 100600 Fax: +39 02 854 514 30 Mobile: +1 617 818 3900 E-mail: [email protected] Nevsky Prospekt 25, RUS-191186 St. Petersburg Fax: +1 617 369 7820 Tel: +86 10 6532 2261 / 1329 / 4176, Fax: +86 10 6532 2392 E-mail: [email protected] Tel: + 7 812 336 64 20, Fax: + 7 812 336 64 21 E-mail: [email protected] Germany Website: www.invanor.no/milan Mozambique Syria E-mail: [email protected] Berlin – Embassy E-mail: [email protected] website: www.invanor.no/usa Azerbaijan Maputo – Embassy Damascus – Embassy Shanghai – Consulate General Rauchstr. 1, D-10787 Berlin Ave. Julius Nyerere 1162, Maputo Shaheen Bldg., 1st floor, Ahmad Shawki Street, Jahez Garden, Baku – Embassy Tel: +49 30 505050, Fax: +49 30 505055 Ivory Coast Tel: + 258 21 480 100/+ 258 21 485 072 to 75 St.Petersburg – Innovation Norway Houston – Consulate General 12 Zhongshan Dong Yi Road, CN-Shanghai 200002 Kaluzhskij per.3 Malki, Damascus 6-10 Vagif Mustafa-zade kucesi, 370004 Baku E-mail: [email protected] Abidjan – Embassy Fax: +258 21 480 107/+ 258 21 485 076 2777 Allen Parkway; Suite 1185, Houston, TX 77019-2136 Tel: +86 21 6323 9988, Fax: +86 21 6323 3938 RUS-193015 St. Petersburg Tel: +963 11 611 5053 / +963 11 611 5185, Fax: +963 11 Tel: +994 12 4974325 / 4974326 / 4974327, Fax: +994 12 Immeuble N’Zarama, Boulevard Lagunaire, 5th floor, Abidjan E-mail: [email protected] Tel: +1 713 521 2900, Fax: +1 713 521 9648 4973798 E-mail: [email protected] Tel: +7812 326 9037 613 1159 Düsseldorf – Innovation Norway Tel: +225 20 222534 / 212166, Fax: +225 20 219 199 E-mail: [email protected] E-mail: [email protected] E-mail: [email protected] c/o Königlich Norwegisches Generalkonsulat E-mail: [email protected] Fax: +7812 326 9038 Colombia Handels- und Technologieabteilung Nepal E-mail: [email protected] Minneapolis – Consulate General Austria Bogota – Embassy Bennigsenplatz 1 Katmandu – Embassy Tanzania 800 Foshay Tower; 821 Marquette Avenue, Minneapolis, MN Japan Surya Court, Pulchowk, Lalitpur 55402 Vienna – Embassy Edificio Fuducafe, Piso 8 #801, Carrera 9 no 73-44, Bogota D-40474 Düsseldorf Saudi Arabia Dar es Salaam – Embassy Tokyo – Embassy Tel: +977 1 5545307-8, Fax: +977 1 5545226 Tel: +1 612 332 3338, Fax: +1 612 332 1386 Reisner Str. 55, A-1030 Vienna Tel: +57 1 317 7851-54, Fax: +57 1 317 7858 Tel: +49 21 14 58 90 Riyadh – Embassy 160; Mirambo Street, Dar es Salaam Minami Azabu 5-12-2; Minato-Ku, J-Tokyo 106-0047 E-mail: [email protected] E-mail: [email protected] Tel: +43 1 715 6692, Fax: +43 1 712 6552 E-mail: [email protected] Fax: +49 21 14 58 91 10 Diplomatic Quarter, Riyadh Tel: +255 22 211 3366, Fax: +255 22 211 6564 E-mail: [email protected] Tel: +81 3 3440 2611, Fax: +81 3 3440 2620 E-mail: [email protected] E-mail: [email protected] E-mail: [email protected] Tel: +966 1 488 1904, Fax: +966 1 488 0854 Website: www.invanor.no/dusseldorf E-mail: [email protected] New York – Consulate General Croatia The Netherlands 825 Third Avenue; 38th floor, New York, NY 10022-7584 Zagreb – Embassy The Hague – Embassy Thailand Tel: +1 212 421 7333, Fax: +1 212 754 0583 Australia Hamburg – Innovation Norway (Tourism) Jordan Lange Vijverberg 11, NL-2513 AC The Hague Petrinjska 9, HR-10 000 Zagreb Neuer Wall 41 Bangkok – Embassy E-mail: [email protected] Canberra – Embassy Amman – Embassy Tel: +31 70 311 7611, Fax: +31 70 365 9630 Serbia and Montenegro 17 Hunter Street; Yarralumla, Canberra ACT 2600 Tel: +385 1 492 2831, Fax: +385 1 492 2832 DE-20354 Hamburg Beograd – Embassy UBC II Building, 18th floor, 591 Sukhumvit Road, Soi 33, E-mail: [email protected] 25 Damascus Street, Abdoun, Amman E-mail: [email protected] Bangkok 10110 Tel: +61 2 6273 3444, Fax: +61 2 6273 3669 Postfach 11 3317 Tel: +962 6 593 1646-48, Fax: +962 6 593 1650 Uzicka 43, YU-11040 Beograd New York – Innovation Norway E-mail: [email protected] DE-20433 Hamburg Tel: +381 11 367 0404-05, Fax: +381 11 369 0158 Tel: +66 2 302 6415, Fax: +66 2 262 0218 655 Third Avenue, Room 1810 E-mail: [email protected] Rotterdam – Consulate General E-mail: [email protected] Cuba Tel: +49 40 22 94 15 0 E-mail: [email protected] New York, NY 10017-9111 Vasteland 38 L, NL-3011 BM Rotterdam Tel: +1 212 885 9700 Havana – Embassy Fax: +49 40 22 94 15 88 Bangladesh Tel: +31 10 414 4488, Fax: +31 10 412 6324 Fax: +1 212 885 9710 Calle 30 #315, betw. 3rd and 5th Avenue, Miramar, Playa. E-mail: [email protected] Kenya Tunisia Dhaka – Embassy E-mail: [email protected] Singapore E-mail: [email protected] La Habana Website: www.invanor.no/dusseldorf Nairobi – Embassy Tunis – Embassy Road 111, House 9, Gulshan, Dhaka 1212 Singapore – Embassy Website: www.invanor.no/usa Tel +53 7 204 0696 / +53 7 204 4411, Fax: +53 7 204 0699 Lion Place, Waiyaki Way, Nairobi Immeuble Norvège, Rue du Lac Neuchâtel, Tel: +880 2 881 6276, Fax: +880 2 882 3661 Tel: +254 20 4451510/1/2/3/4/5/6, Fax: +254 20 4451517 Nicaragua 16 Raffles Quay; No 44-01 Hong Leong Bldg., Singapore Tel satellite: +47 22 24 03 10, Fax satellite: +874 600059661 048581 Les Berges du Lac, 1053 Tunis E-mail: [email protected] Greece E-mail: [email protected] Managua – Embassy San Francisco – Consulate General E-mail: [email protected] Tel: +65 6220 7122, Fax: +65 6220 2191 Tlf +216 71 861 777, Fax: +216 71 961 080 Athens – Embassy Plaza España, 100 mtr. al Oeste, Managua 20 California Street; 6th floor, San Francisco, CA 94111-4803 23, Vas Sofias avenue, GR-106 74 Athens E-mail: [email protected] E-mail: [email protected] Tel: +505 2 665197-9, Fax: +505 2 663303 Tel: +1 415 986 0766-8, Fax: +1 415 986 3318 Belgium Tel: +30 210 7246173, Fax: +30 210 7244989, Czech Republic Latvia E-mail: [email protected] E-mail: [email protected] Brussels – Embassy E-mail: [email protected] Prague – Embassy Riga – Embassy Slovakia Turkey Rue Archimede 17, B-1000 Brussels 14 Zirgu iela, LV-1050 Riga Washington DC – Embassy Hellichova 1, CZ-11800 Prague 1 Malá Strana Bratislava – Embassy Ankara – Embassy Tel: +32 2 646 0780, Fax: +32 2 646 2882 Tel: +371 7814100, Fax: +371 7814108 Nigeria 2720 34th Street N.W., Washington DC 20008-2714 Tel: +420 2 57323737, 57321768/69, Fax: +420 2 57326827 Guatemala Palisády 29, 811 06 Bratislava Kirkpinar Sokak No. 18; 06540 Cankaya, Ankara E-mail: [email protected] E-mail: [email protected] Abuja – Embassy Tel: +1 202 333 6000, Fax: +1 202 337 0870 E-mail: [email protected] Guatemala – Embassy Tel: +421 2 59 10 01 00, Fax: +421 2 59 10 01 15 Tel: +90 312 405 8010, Fax: +90 312 443 0544 Plot 1529, T.Y. Danjuma Street, Asokoro, Abuja E-mail: [email protected] 14 Calle 3-51, Zona 10, Edificio Murano Center, Nivel 15, Ca- E-mail: [email protected] E-mail: [email protected] Riga – Innovation Norway Tel: +234 9 3149127, Tel. satellite : +882 165 420 7489/ Bosnia-Hercegovina Prague – Innovation Norway Guatemala 01010 Valnu Street 1, 3rd floor +882 165 420 7515, Fax: +234 9 3149309 Sarajevo – Embassy Royal Norwegian Embassy Tel: +502 2366 5908, Fax: +502 2366 5928 Istanbul – Innovation Norway Venezuela nd Commercial Section LV-1050 Riga E-mail: [email protected] Slovenia Aytar Cad., Aydin Sokak, Aydin is Merkezi Ferhadija 20; 2 floor, 71000 Sarajevo E-mail: [email protected] Caracas – Embassy Na Prikope 21 Tel: +371 722 42 33 Ljubljana - Embassy A Blok No: 2, D:7,1 Levent Tel: + 387 33 254 000, Fax: +387 33 666505 Centro Lido, Torre A, Piso 9, Oficina 92-A; Avenida Fransisco PO Box 102 Fax: +371 722 40 54 Adjovscina 4/8, 1000 Ljubljana TR-80620 E-mail: [email protected] Pakistan de Miranda, El Rosal, Caracas CZ-11001 Prague 1 Hungary E-mail: [email protected] Tel: +386 1 300 2140, Fax: +386 1 300 2150 Tel: +90 212 2844 362 / 63 / 65 Islamabad – Embassy Tel: +58 212 953 0671 / 0269 / 1973, Fax: + 58 212 953 6877 Tel: +4202 2481 0923 Budapest – Embassy E-mail: [email protected] Fax: +90 212 2844 364 H 25, Str. 19, F 6/2, Islamabad E-mail: [email protected] Fax: +4202 2481 0002 Ostrom u. 13, H-1015, Budapest E-mail: [email protected] Brazil Lebanon Tel: +92 51 227 9720-23, Fax: +92 51 227 9729 Brasilia – Embassy E-mail: [email protected] Tel: +36 1 212 9400 / 04 / 05, Fax: +36 1 212 9410 Website: www.invanor.no/istanbul Beirut – Embassy E-mail: [email protected] South Africa SES 807 Avenida das Nacões; Lote 28, CEP 70, BR-418-900 Website: www.invanor.no/prague E-mail: [email protected] Bliss Street, Dimashki Bldg, Beirut Vietnam Brasilia - DF Johannesburg – Innovation Norway Tel: +961 1 365 704 / +961 1 372 977/+961 1 372 978 14th Floor, Sandton City Office Tower Uganda Hanoi – Embassy Tel: +55 61 3443 8722, +55 61 3443 8720, Fax: +55 61 Palestinian Territory Metropole Centre; Suite 701/702, 56 Ly Thai To Street, Hanoi Denmark Iceland Fax: +961 1 372 979 PO Box 785436 Kampala – Embassy 3443 2942 Al Ram – Representative Office to the Palestinian Tel: +84 4 826 2111, Fax: +84 4 826 0222 Copenhagen – Embassy Reykjavik – Embassy E-mail: [email protected] Sandton 2146 8 Acacia Avenue, Kololo, Kampala E-mail: [email protected] authorities (West Bank/Gaza) E-mail: [email protected] Amaliegade 39, 1256 Copenhagen K Fjólugt. 17, IS-101 Reykjavik Tel: +2711784 8150 Tel: +256 41 343621, Fax: +256 41 343936 World Bank Building (c/o Rosary Sisters Convent), Dahiat Al- Tel: +45 33 140124, Fax: +45 33 140624 Tel: +354 520 0700, Fax: +354 552 9553 Fax: +2711784 8153 E-mail: [email protected] Rio de Janeiro – Consulate General Lithuania Bareed, Al Ram, West Bank E-mail: [email protected] E-mail: [email protected] E-mail: [email protected] Praia do Flamengo, 344/9, BR-22210-030 Rio de Janeiro Vilnius – Embassy Tel: +972 2 234 5050, Fax: +972 2 234 5079 Zambia Tel: +55 21 2553 5505, Fax: +55 21 2553 1925 Mesiniu g. 5/2, 01015 Vilnius E-mail: [email protected] Ukraine Lusaka – Embassy Pretoria – Embassy Corner Birdage Walk / Haile Selassie Avenue, Lusaka E-mail: [email protected] Egypt India Tel: +370 5 2610000, Fax: +370 5 2610100 Kiev – Embassy 1 Parioli Building A2, 1166 Park Street, Hatfield 0083 Tel: +260 1 252188, 252626, 252637, Fax: +260 1 253915 Cairo – Embassy New Delhi – Embassy E-mail: [email protected] Vul. Striletska 15, 252034 Kiev Rio de Janeiro – Innovation Norway Philippines Tel: +27 12 342 6100, Fax: +27 12 342 6099 E-mail: [email protected] 8, El Gezirah Street; Zamalek, ET-Cairo 50 C Shantipath; Chanakyapuri, IND-110 021 New Delhi Tel: +380 44 590 04 70, Fax: +380 44 234 0655 Manila – Embassy E-mail: [email protected] Rua Lauro Muller, 116-Suite 2206 Tel: +20 2 735 3340, Fax: +20 2 737 0709 Tel: +91 11 51 77 92 00, Fax: +91 11 51 68 01 45 Vilnius – Innovation Norway E-mail: [email protected] Petron Mega Plaza Bldg., 21st floor, 358 Senator Gil Puyat Torre do Rio Sul/Botafogo-RJ E-mail: [email protected] E-mail: [email protected] Innovation Norway Zimbabwe BR-22290-160 Royal Norwegian Embassy Commercial Section Avenue, Makati City, Metro Manila South Korea Tel: +55 21 2541 7732 PO Box 564 Tel: +63 2 886 3245-49, Fax: +63 2 886 3384 United Arab Emirates Harare – Embassy Seoul – Embassy 5 Lanark Road; Belgravia, Harare Fax:+ 55 21 2275 0161 Eritrea Indonesia 01014 Vilnius - 1 E-mail: [email protected] Abu Dhabi – Embassy 258-8 Itaewon-Dong, Yongsan-Ku, Seoul 140-200 Tel: +263 4 252426, Fax: +263 4 252430 E-mail: [email protected] Asmara – Embassy Jakarta – Embassy Tel: +370 5 2624020 / +370 5 212 2746 Hamdan Street, Al Masoud Tower; 10th floor, Abu Dhabi Tel: + 82 2 795 6850, Fax: +82 2 798 6072 E-mail: [email protected] Website: www.invanor.no/brazil Street 173-1 # 11, Menara Rajawali Building, 25th floor, Jl Mega Kuningan Lot Fax: +370 5 212 3186 Poland E-mail: [email protected] Tel: + 971 2 621 1221, Fax: +971 2 621 3313 Updated April 2006 PO Box 5801, Asmara no 5.1, E-mail: [email protected] E-mail: [email protected] Warsaw – Embassy Tel: + 291 1 12 21 38/12 21 48, Fax: +291 1 12 21 80 Kawasan Mega Kuningan, Jakarta 12950 ul. Fr. Chopina 2A, PL-00-559 Warsaw Bulgaria E-mail: [email protected] Tel: +62 21 576 1523, Fax: +62 21 576 1537 Tel: + 48 22 696 4030, Fax: +48 22 628 0938 Spain Sofia – Embassy E-mail: [email protected] Macedonia E-mail: [email protected] Madrid – Embassy 54 B, Dondukov Blvd., Sofia 1000 Skopje – Embassy Edificio “La Piramide”, Paseo de la Castellana 31, 9 piso, Tel: +359 2 92 11 95, Fax: +359 2 981 90 10 Estonia Palata Unija, Teodosie Gologanov 59-2A, 91000 Skopje 28046 Madrid Warsaw – Innovation Norway E-mail: [email protected] Tallinn – Embassy Iran Tel: +389 2 3129 165, Fax: +389 2 3111 038 Tel: +34 91 310 3116, Fax: +34 91 310 4326/319 0969 c/o Royal Norwegian Embassy Harju 6, EE-15054 Tallinn Teheran – Embassy E-mail: [email protected] E-mail: [email protected] Tel: +372 62 71000, Fax: +372 62 71001 No 201 Dr. Lavasani St. (Ex-Farmanieh), Corner of Sonbol, Warta Tower E-mail: [email protected] Teheran ul. Chmielna 85/87 Tel: +98 21 2229 1333, Fax: +98 21 2229 2776 Madagascar PL-00-805 Warsaw Sri Lanka Tallinn – Innovation Norway E-mail: [email protected] Antananarivo – Embassy Tel: +48 22 581 0 581 Colombo – Embassy c/o Royal Norwegian Embassy Explorer Business Park, bâtiment D2, Ankorandrano, 101 Fax: +48 22 581 0 981 34 Ward Place, Colombo 7 Harju Str. 6 Antananarivo E-mail: [email protected] Tel: +94 11 2469 611-12, 2469 609, Fax: +94 11 2695 009 EE-15054 Tallinn Tel: +261 20 22 305 07, Fax: +261 20 22 377 99 Website: www.invanor.no/warsaw E-mail: [email protected] Tel: +372 6313 466 E-mail: [email protected] Fax: +372 6313 468 E-mail: [email protected] 48 Seafood – Innovation Norway Find New Business Partners in Norway

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“Norway – the official site” provides extensive Innovation Norway promotes nationwide industrial background information on Norway, as well as news and development profitable to both the business economy details of Norwegian-related events abroad. The large and Norway’s national economy, and helps realize the number of articles on politics, travel, culture, business, potential of different districts and regions by contributing education, research and history are presented by the to innovation, internationalization and promotion. Norwegian Ministry of Foreign Affairs and its partners. The company has approximately 700 employees. “Norway – the official site” has been established in 90 Headquartered in Oslo, Innovation Norway has offices in countries and in 18 languages. over 30 countries worldwide, along with all of the counties across Norway.

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