DO YOU KNOW THE SECRET OF ICELANDIC SALT FISH? Björgvin Thor Björgvinsson, Promote Iceland
Icelandic fisheries • One of the most important sector • Good science and management facts • Market driven industry • Technology drives quality and traceability • Conservation and sustainable use is key!
…quality and freshness …clean waters …sustainably sourced
2010 FAO-Based Iceland responsible fisheries 2013 management certification 2014
About the Baccala Islandese marketing project • Promotion of salted fish products in South Europe - Spain in, Portugal tugal and Italy aly • Founding partners: • Icelandic Salt-Fish Association (ISF) • Promote Iceland (Islandsstofa) • The Ministry of Industries and Innovation • The Ministry of Foreign Affairs • Icelandic producers and sales companies • Companies in service industry • Cooperation with buyers and distributers
OBJECTIVES • Strengthen the market position for salted cod products from Iceland in key markets • Strengthen the good image of Icelandic salted fish products by promoting the origi gin, qualit lity y and pureness eness of the products • Grow stronger relationship with key customers, buyers and distributors: cooperat erate e in marketi ting ng • Creat eate e furth ther er inter erest est and demand and for Icelandic salted fish products and gain new consumers
The secret is…. • The e en envir ironmen nment: t: nature, clean air and clean water • The or e orig igin in and t d the im e image ge of Icel eland: d: associate with the strong image of Iceland in general – Iceland is trendy and cool • Trad adit itio ions: ns: both business relations between nations and family traditions and consumption of bacalao (dine together), reach younger people as well (lifestyle) • Coope perat ration ion: : work with importers, distributors and main stakeholders in the markets • Say and do things differently…
It takes an Icelandic village to make quality bacalao/bacalhau/baccàla
Media and channels • Digital media - Spain • www.bacalao-islandia.es • Videos on YouTube • Facebook - Twitter • Digital media – Portugal • www.bacalhaudaislandia.pt • Videos on YouTube • Facebook - Twitter • Digital media – Italy • www.baccalaislandese.it • Videos on YouTube • Facebook - Twitter • Marketing and promotional material • Brochure, aprons, etc. • PR and press trips to Iceland
Italy – marketing activities
Somma e Sua Eccellenza il Baccalà 2014
Eldhus in Naples
Chef invited to Iceland • Visit the villages, factories and meeting the people producing the baccalà • Cooking in Iceland • Video production • Lorenzo Alessio from Reggio di Calabria
Spain – marketing activities
Chefs invited to Iceland • Visit the villages, factories and meeting the people producing the bacalao • Cooking in Iceland • Video production • Mikel Población from Bilbao
Barcelona 2015: Islandia, un soplo de aire fresco
Educating young chefs
Portugal – marketing activities
The Eldhus in Lisbon
Meeting with Portuguese companies
• Please contact the bacalao team at Promote Iceland, tel +354 5114000 For more • Bjorgvin Thor Bjorgvinsson, Project information … Manager, bjorgvin@promoteiceland.is • Gudny Karadottir, Director of Food, Fisheries and Agriculture, gudny@promoteiceland.is
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