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2010 REPORTS > DENMARK - MARCH 13, 2010
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Sushi is to Japan as seafood is to Norway  
Norwegian Ambassador to Japan Arne Walther (left) is joined by Vidar Ulriksen, state secretary of the Norwegian Ministry of Fisheries and Coastal Affairs, and Hans-Petter Næs, head of the Japan offi ce of the Norwegian Seafood Export Council, to promote capelin in Tokyo.
It’s no surprise then that Japan is one of Norway’s major export markets for seafood.

“What we are particularly proud of with our relationship with Japan is that Norwegian salmon has been accepted and acknowledged in the Japanese sushi tradition,” boasts Terje E. Martinussen, managing director of the Norwegian Seafood Export Council.

“Even though the share of the total salmon sales for sushi is relatively small, the usage of salmon in sushi is proof of high quality and increases the quality image for salmon,” he continues.

“The fact that the young generations in Japan have a strong preference for salmon and tuna when eating sushi is an indication of the future opportunities in this market,” he highlights.

Based in Tromsø, the NSEC employs representatives around the world, including Russia, Germany, France, Italy, Spain, Portugal, Brazil, China, Singapore and Japan. It oversees seafood exports to around 150 countries.

“We have offices in 11 countries including Japan. Japan has always been one of our most important markets. We know Japan is very quality-oriented. If we can deliver seafood to Japan, then we know we have the quality standards that should be appropriate for most countries as well,” says Martinussen.

Major species exported to Japan include salmon, mackerel and capelin, which until last year was under a fishing ban due to falling levels of stock in the Barents Sea.

“In 2009, we had an event in Japan to reintroduce shishamo (capelin) to the Japanese market,” he says.

Apart from promoting Norwegian seafood to its export markets, NSEC conducts market information, market access and information and crisis communication.

“We believe that Norway has a lot of qualities in addition to the product. We have invested a lot of money in research and this in turn has been incorporated into public policy, especially on sustainable fisheries management,” says Martinussen.

“We have a very positive reputation in Japan and hopefully the position of the seafood of Norway will be even stronger in the years to come,” he adds.

Table of Contents
Norway sails through the global downturn
Norwegian shipping old guard blazes trail in thriving Asian region
J.J. Ugland Companies build on reputation as shipping pioneers
Avinor keeps Norway's skies safer and cleaner
Norwegian State Railways spreads network
Konica Minolta thrives on high-tech printing solutions
OKI leads growing trend for multifunction copiers
Mazda zooms through Norway with green technology
World's 'best place to live' provides a haven for tourists
TINE BA brings the best of Norwegian dairy to the world
Sjøvik Group is more than the catch of the day
Skretting ensures steady supply of seafood
Norwegian crabs find their way across the world
Marine Farms introduces cobia to the world
Fish auctions go high-tech with NSS
Sushi is to Japan as seafood is to Norway
Fishing and export tradition link Norway and Japan
Nammo is well-equipped for future growth
Oslo Cancer Cluster pioneers cancer diagnostics and therapeutics
Breakthrough diagnostic tests allows early detection of diseases
VitaeLab delivers premium antioxidants to homes
North Cape Minerals trains focus on Japanese steel companies
Small is applicable
Moss Maritime leads fleet in LNG delivery
Norsafe makes huge waves in Asia
Nordic Maritime stays ahead in shipbuilding and ship management
Eltek Valere empowers telecom industry with green technology
Idemitsu has foothold in Norway's oil sector
A green future for shipping
Knutsen OAS sets the global standard in 'greener' shipping
Western Bulk cruises on safe waters
Grieg Star Shipping strengthens hold on specialist market
'K' Line Offshore prepares for future developments


Greater Stavanger Economic Development endeavors to develop the Stavanger region as an attractive place for national and international business. Through market analysis, networking and business interactions, the needs and challenges of regional business are tackled and resolved. The organization coordinates closely with the region’s political and administrative leaders, private business and academia as they strive to advance Stavanger as an innovative and energetic region ideal for businesses.

The Oslo Chamber of Commerce provides useful information on establishing business contacts in Norway, including planning delegation visits, developing export programs and information on the Arbitration and Dispute Resolution Institute.

Innovation Norway promotes nationwide industrial development profitable to the business economy and Norway’s national economy, and helps different districts and regions reach their full growth potential by contributing toward innovation, internationalization and promotion.

Norwegian Shipowners’ Association is a national organization that promotes its members’ interests in the fi elds of trade and industry and related employers’ issues. Its main task is ensuring competitive terms and conditions for Norwegian shipping companies and offshore contractors, both nationally and internationally. Its members possess the technology and competence demanded for effi cient operations in fl oating production.

Norwegian Seafood Export Council (NSEC): Norway exports seafood to around 150 different countries and is the world’s largest joint marketer of seafood. Every year, the
NSEC implements hundreds of activities in more than 20 different countries to inform consumers that the best seafood comes from Norway.

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