It is fished from January to April in the cold waters of the Norwegian Sea

More than 5,000 points of sale join the new Skrei campaign

SPAIN
Thursday, January 28, 2021, 07:00 (GMT + 9)

More than 5,000 points of sale join the new Skrei campaign

•     The 2021 promotion campaign will be the most powerful in recent years, with a record investment that aims to consolidate the preference of Spanish consumers for Skrei
  

•     This exceptionally unique gourmet cod from Norway will be available in supermarkets, hypermarkets, supermarkets and traditional fishmongers.
  
  
•     To identify it, consumers must look for the Skrei quality seal that each fish has embedded in the skin to guarantee its Norwegian origin, its freshness and that it complies with rigorous regulations throughout the value chain

Madrid - The Skrei, the gourmet, wild and seasonal Norwegian cod has already reached the fishmongers and main Spanish food distribution chains and during the 2021 season it will be available in more than 5,000 points of sale throughout the National territory.

Photo: Norwegian Seafood Council

This exceptionally unique cod arrives every year from the Norwegian coast, from January to April, and has become very popular in Spain, which has become the first market in Skrei worldwide by volume, with a consumption that exceeds 3,000 tons. yearly. In fact, during the first months of the coronavirus pandemic - which coincided with the previous Skrei season - cod was one of the fish species that achieved the highest growth in Spain and, specifically, Skrei sales increased by a all-time high of 35% compared to 2019.

“Skrei has become a truly popular species in Spain and we are pleased to see that Spanish consumers already know when the season begins and expect its arrival every year, between February and April. They also know that they should look for the Skrei with the seal of quality, to have the guarantee that it is authentic from Norway and buy it only in establishments that identify it with this label" emphasizes Bjorn Erik Stabell, director of the Norwegian Seafood Council in Spain, who adds that "this represents a great commercial opportunity for the distribution channel and traditional fishmongers, which will also have the backing of the most powerful local marketing campaign that the Norwegian industry has launched to date."

The largest promotional campaign in the history of Skrei in Spain

Easily recognizable due to its characteristic quality seal, consumers should look for this official seal that each fish has embedded in the skin to guarantee its freshness and Norwegian origin. This official label certifies that the capture, processing and transport of the Skrei comply with rigorous regulations that ensure its quality and sustainability.

Click image to enlarge | Norwegian Seafood Council

Thus, the Norwegian Seafood Council promotes the consumption of Skrei in the distribution channel, providing promotional and informative materials for consumers, so that the points of sale are prepared to respond to the demand of a local consumer who, each year, you know that the season begins for this premium cod, arrived from the cold waters of the Norwegian Sea and credited with this seal.

This season's promotional campaign for Skrei, which includes the largest investment made to date for the promotion of this species in our country and doubles that of 2019, will take place during the months of January and February and will include communication campaigns both in conventional media (press and TV) and social networks (Facebook and Instagram) and an action with digital ambassadors. All with the aim of continuing to tell the story behind the Skrei, the importance of authenticity and the value of the origin.

Photo: courtesy CONDIS

The Skrei seal of quality

Skrei means nomadic in Norwegian and refers to the 1,000 km upstream that this cod swim each year from the Barents Sea to the shores of northern Norway. This incredible journey strengthens the muscles of the Skrei and, together with a diet of shellfish and herring, makes its meat firmer and juicier, has less fat and a texture impossible to find in other cod.

From January to April, Atlantic cod populations travel from the Barents Sea to the shores of northern Norway, where the Gulf Stream - a warm water marine river that runs along the coast - heats the water to more bearable temperatures, to spawn in the same place where they were born. Of all of them, only a few specimens, those that meet the highest quality standards, will earn the Skrei seal.

Photo: Norwegian Seafood Council

Once it reaches port, the Skrei is processed. In Norway, liver and tongues are highly appreciated, but it arrives in Spain whole, fresh and headless in just 3 or 4 days from its fishing, and following a rigorous quality and safety control.

The Skrei seal guarantees that it is a cod weighing more than 3Kg, that it is cleaned and gutted the same day it is caught, that no more than 12 hours have passed between fishing and packaging for shipping, that it is refrigerated between 0º C - 2º C throughout the entire value chain, which is labeled with a maximum shelf life of 12 days from the date of packaging and which has been caught between January 1 and April 30, in the natural spawning areas for the Skrei in the area Norwegian economy in a controlled and sustainable way.

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