Following research revealing that UK consumers want more information on the origin of their seafood*, the Norwegian Seafood Council (NSC) has launched a campaign with Asda to feature ‘Seafood from Norway’ origin branding on Asda own label Norwegian cod and haddock in selected stores across the UK.

By labelling the Norwegian origin of cod and haddock supplied to Asda by New England Seafood, the NSC aims to reassure customers that it meets the exemplary sustainability standards required by Norway’s fisheries.

The NSC and Asda will drive customer awareness through a wide-ranging online and instore retail campaign, combining advertising, POS and social media. With stronger demand for white fish in Nottingham and Leeds, campaign activity will be amplified in these areas, featuring direct mail to 13,000 households.

Hans Frode Kielland Asmyhr, UK Director, Norwegian Seafood Council says: “The consumer has spoken: our research revealed that sustainable fish is important to 87% of UK consumers. Norway leads the white fish sector on sustainability and quality. We’ve not only been setting the highest standards in our fisheries for years, but we’ve been driving the agenda at a global level. With white fish a classic dish on British menus, there’s still a long way to go to educate consumers.

“Fortunately, with the support of Asda and New England Seafood, we’ve developed clear packaging and powerful retail messaging – in-store and online alongside driving national awareness through social media.

“Equipping consumers with the right information means they can ‘vote with their feet’, making buying decisions that take into account the future of the planet. We’re looking forward to seeing how the campaign goes, with the aim of rolling it out across the UK in the next few years.”

To learn more about Norway’s unique location, diverse seafood, generations of experience, and industry-leading sustainable fishing techniques, go to

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