Italy selected as key market for Norwegian Seafood Council to invest in salmon

According to SeafoodMedia, this year, Italy has been identified as a key market for a new investment program for Norwegian salmon. The main goal of the program is to deepen market understanding and test innovative activities and strategies to achieve sales growth targets within the Italian market. Since 2017, the Norwegian Seafood Council has worked with the Salmon and Trout Market Group to focus larger investments on 1-2 priority markets each year, and Italy is currently one of them. The decision to invest in Italy was driven by the expansion of chain restaurants and the growing popularity of salmon in the hotel, restaurant and catering (HoReCa) industry. A notable example is the rapid growth of Poké restaurants in Italy. There are currently about 1,000 Poké restaurants in operation, and this number is expected to double in the next few years. Poké shops have recently become popular in Italy, a type of light fast food that has become popular in the past two years. The goal of the ...