At the beginning of September, a new online favorite appeared in China. A white-haired Norwegian man who served Norwegian salmon and other seafood to Chinese people on shopping trips: Jonas Gahr Støre. Suddenly, Norway’s prime minister was called “Shopping influencer” by international online newspapers. The stunt could mean millions of kroner in cash for Norway, according to Norway’s Maritime Council. But the fishermen who catch the fish will not see much for the money, says Norway’s fishermen’s association. A down-to-earth head of state It is not unusual for prime ministers to visit China. The week before Støre arrived, a delegation from over 10 African countries visited Beijing. On the same day that China’s President Xi received the sturgeon, Spain’s Prime Minister was also there. But the visit from the Norwegian Prime Minister was much more unforgettable than the others, according to Norges Sjømatråd. Two weeks after the visit, more than 280 notices have been registered in Chinese media about Norwegian seafood, according to Norges Sjømatråd. They honor Støre for that. Photo: Norwegian Seafood Council – We knew this would work, but the effect was even better than we had dreamed of, says Sigmund Bjørgo, Norwegian Seafood Council’s envoy to China. Norway’s Maritime Council claims Støre’s visit has had a media value of NOK 19 million. So what was it that they liked so much about Støre in particular? Bjørgo of Norway’s Maritime Council believes that the Chinese admire Støre for being down-to-earth, people-oriented and gives of himself. Helga’s headline in the newspaper “Yicai” was, for example: “Norway’s prime minister turned into a fishmonger” Støre: – An important part of my job And the prime minister is not ashamed to be known as a fishmonger in China. – It was nice to see that the Chinese customers I met in China appreciated the Norwegian seafood, says Støre to news. Photo: Norges Sjømatråd He says seafood is a very important export industry for Norway, and that the stunt was important because China is one of the most important markets for Norwegian seafood exports. – It is an industry that creates jobs all along our coast. As prime minister, it is an important part of my job to promote Norwegian business abroad, he says. Can make seafood more expensive in Norway But what was the point of it all? In Norway, there are fixed quotas for how much fish can be caught or caught of various types of fish. It will not be adjusted if more Chinese get their eyes open for Norwegian seafood. Photo: Norwegian Seafood Council – But it is very important to market anyway, says Bjørgo of the Norwegian Seafood Council. – When demand increases, the price increases and so does value creation in Norway. If the demand for Norwegian seafood is greater than from other countries, merchants and consumers will be willing to pay more, the envoy explains. To date, salmon is the largest export commodity to China. But they also work with exporting mackerel and frozen prawns from Norway. Now Bjørgo assumes that 10,000 tonnes of Norwegian mackerel will be eaten in China. Photo: Øystein Otterdal / Øystein Otterdal news – Does this make it more expensive for us to eat our own fish? – It can be. Seafood is a global commodity. But less than 5 percent of Norwegian fish production is eaten in Norway, 95 percent is exported. Then I think that the value of the export market is clearly the most important, says Bjørgo of Norway’s Maritime Council. NHO: – Can open doors Aquaculture and seafood are a mainstay in many of the local communities along the coast, according to Hans Christian Kaurin Hansson, Regional Director of NHO Nordland. – Billions worth of goods are exported from Nordland to China alone. That these markets are strengthened is important, he says and points out that Nordland is at the top of Norway in terms of seafood exports. Hans Christian Kaurin Hansson, regional director of NHO Nordland, says that Støre’s visit to China could be an important door opener and stabilizer for the seafood businesses along the coast. Photo: Benjamin Fredriksen / news – When Støre puts Norwegian salmon on the menu in China in this way, it could help open doors in a very important market. At the same time, he says that it doesn’t help much if the companies don’t have good enough relationships. The most important thing, according to the NHO director, is predictability and a sustainable tax burden for the seafood companies. NHO nordland organizes close to 200 businesses with more than 4,400 full-time employees in the seafood industry. The regional director says that the ripple effects the industry creates are significant. Photo: Cermaq – Will the breeders in Nordland get more spatial economy after Støre has been a fishmonger in China? – Norwegian seafood is already very popular. We do not know whether this initiative will contribute to even more sounding coin in the industry, but ensuring stability in exports through Norwegian seafood being promoted abroad is great. Will not affect the fishermen Hanne Fagertun is the leader of Nord Fiskarlag under Norges Fiskarlag, which organizes both sole fishermen, lottakers and fishing boat owners. She also believes that Støre’s stunt may have something to say for the export sector and the land-based industry in Norwegian fisheries. Hanne Fagertun, leader of Nord Fiskarlag, says the fishermen will not notice Støre’s stunt on their wallets. Photo: Norges Fiskarlag – But will it trickle down to the person who actually fishes the fish? – No, I can’t see how it can have any effect on, for example, a northern Norwegian fisherman. These are already bad times in Norwegian fisheries. The quota is low, and several places struggle to get hold of the fish. – Everyone is balancing on a small knife’s edge online now. On the outermost islands of Lofoten, Værøy and Røst, among others, those who cook dry fish struggle to get hold of fish. They often have to buy from fisheries further north. Then the final price of the dried fish will be more expensive. Photo: Synnøve Sundby Fallmyr / news Fagertun says that those who export dried fish to Lofoten, for example, often have to transport the fish from further north in the country on a trailer. Earlier they fished in the sea outside. – The way prices are now, it’s going down in the big drag with keeping your nose above water. Fagertun adds: – Because there are bad times in the fishing industry, this is a positive thing, but I doubt that it will actually have that much to say. Published 05.10.2024, at 19.36 Updated 05.10.2024, at 19.37
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Støre set himself up as a fishmonger in China – Norway’s Seafood Council thinks it could be worth its weight in gold – news Nordland
