The Norwegian Seafood Council (NSC) is a public organization headquartered in Tromsø, Norway, responsible for the global marketing and promotion of Norwegian seafood. Owned by the Norwegian Ministry of Trade, Industry and Fisheries, NSC operates as the official body for positioning Norway as a leading seafood nation. Its mandate includes increasing the value of Norwegian seafood through market insight, brand building, reputational risk management, and collaborative industry efforts.
Organization Overview
Founded in 1991, the Norwegian Seafood Council functions under the oversight of the Norwegian government and is funded through a statutory fee levied on all Norwegian seafood exports. This structure ensures that the council operates with a long-term perspective, supporting both large and small stakeholders across the seafood value chain.
Under the leadership of CEO Christian Chramer, NSC operates both from its headquarters in Tromsø and through a global network of representatives located in key seafood markets such as China, Japan, the U.S., France, Brazil, Thailand, and the UK.
Strategic Objectives
The council’s core mission is to increase the value of Norwegian seafood exports by enhancing market access, improving industry reputation, and providing cutting-edge market intelligence to stakeholders. Its strategic objectives include:
- Strengthening the global position of “Seafood from Norway” as a premium, sustainable brand
- Building and sharing market insight to guide industry decision-making
- Managing risks to the reputation of Norwegian seafood through crisis preparedness and transparency
- Enhancing demand and acceptance for Norwegian seafood across established and emerging markets
Key Services and Products
The Norwegian Seafood Council delivers a suite of services that benefit the entire Norwegian seafood industry, including:
- Market Insight & Data Analytics: In-depth analysis of seafood markets, consumer behavior, pricing trends, and competitive positioning
- Market Development & Promotion: Strategic marketing campaigns in over 25 countries to boost demand for Norwegian seafood
- Reputation Management: Crisis communication planning, sustainability messaging, and media engagement to protect the image of Norwegian seafood
- Trade Support & Stakeholder Collaboration: Seminars, toolkits, and co-branding support for exporters and producers
These services are tailored to exporters, producers, government entities, and foreign trade partners involved in seafood commerce.
Global Impact and Market Reach
Norway is the world’s second-largest seafood exporter, with exports valued at NOK 151.4 billion (approximately USD 15 billion) in 2023. The Norwegian Seafood Council plays a pivotal role in shaping this success by supporting the promotion of seafood in over 130 countries.
- Top export markets supported: Poland, France, the United States, China, the UK, Italy, Japan, and South Korea
- Most promoted species: Atlantic salmon, cod, haddock, mackerel, herring, and shellfish
- “Seafood from Norway” brand reach: Recognized by buyers and consumers in more than 20 global markets
NSC-led campaigns have contributed to increased consumer trust and willingness to pay a premium for Norwegian-origin seafood.
“Seafood from Norway” – National Branding Program
NSC’s flagship branding initiative, “Seafood from Norway,” represents the country's unified identity for seafood exports. The mark guarantees:
- Origin from sustainable Norwegian fisheries or aquaculture
- Compliance with Norwegian food safety regulations
- A traceable value chain from ocean to plate
The brand helps buyers and consumers associate Norwegian seafood with premium quality, clean waters, and sustainable harvesting practices.
Research and Market Intelligence
The NSC is a leader in seafood-related research and insight dissemination. Through partnerships with international research firms and in-house analysts, the council publishes:
- Monthly export reports and global price trends
- Country-specific seafood consumption analyses
- Annual seafood industry outlooks
- Risk assessments and reputation monitoring dashboards
This data is instrumental in guiding industry strategy and informing government policy.
Governance and Funding
- Ownership: Norwegian Ministry of Trade, Industry and Fisheries
- Funding model: Export levy (currently 0.75% of export value) applied to all Norwegian seafood shipments
- Board governance: Includes representatives from the seafood industry and government sectors
The funding structure ensures transparency, industry alignment, and long-term sustainability of promotional initiatives.
Industry Recognition and Global Influence
The Norwegian Seafood Council is globally recognized for:
- Setting benchmarks in seafood marketing and nation branding
- Promoting sustainability and food transparency
- Enhancing resilience and trust in seafood during global crises such as the COVID-19 pandemic and trade disruptions
Its efforts have been instrumental in keeping Norwegian seafood competitive and visible across global marketplaces, ensuring continued growth and recognition of Norway as a seafood superpower.
With its strategic foresight, global reach, and strong national support, the Norwegian Seafood Council continues to be an essential force in elevating the reputation and market value of Norway’s seafood industry worldwide.
