Cer­maq to pro­mote healthy mes­sage

Fish Farmer - - European News -

NOR­WE­GIAN salmon pro­ducer Cer­maq is in­vest­ing in its com­mu­ni­ca­tion strat­egy to fo­cus more on con­sumer de­mand for healthy food.

The com­pany said it ex­pects the seafood sec­tor to grow sig­nif­i­cantly in North Amer­ica as cus­tomers adopt health­ier di­ets.

It is there­fore com­mit­ted to forg­ing stronger part­ner­ships with pro­ces­sors and re­tail­ers to change the em­pha­sis ‘from price and sup­ply to grow­ing con­sump­tion and sus­tain­able farm­ing prac­tices’.

‘Our strat­egy is to work closer with our cus­tomers from now on to con­trib­ute and share in their suc­cess,’ said Cer­maq CEO Geir Molvik. ‘We are in­vest­ing in our com­mu­ni­ca­tion strat­egy as a way to meet their needs.

‘The in­dus­try has un­der­es­ti­mated this greatly, in­clud­ing Cer­maq. We are proud to present our prod­uct hon­estly and with­out fil­ter.

‘Cer­maq has un­til now acted like we had very lit­tle to say or pro­mote. This will change.’ Cer­maq was re­cently named the ‘most trans­par­ent seafood com­pany in the world’ by Seafood in­tel­li­gence.

How­ever, the com­pany said a trans­par­ent sup­ply chain is not just about tech­ni­cal facts, but also about ‘be­ing able to tell how we do what we do in a clear and sim­ple pro­fes­sional way so that those who do not know the in­dus­try will have a much greater un­der­stand­ing of it’. ‘There is an in­creas­ing de­mand from con­sumers who fo­cus on health, who want to know where food comes from and how it has been pro­duced,’ said Molvik. ‘If the seafood in­dus­try is to take part in the ex­pected growth, this is­sue needs to be ad­dressed, and we will work through proac­tive part­ner­ships as a way to help cus­tomers de­velop their busi­ness.’

Cer­maq has op­er­a­tions in Nor­way, Chile and Canada, and is a fully owned sub­sidiary of Mit­subishi Cor­po­ra­tion with its head of­fice in Oslo.

Above: There is an in­creas­ing fo­cus from con­sumers on health says Cer­maq

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