ICELANDIC SALT FISH? Bjrgvin Thor Bjrgvinsson, Promote Iceland - PowerPoint PPT Presentation

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