The Norwegian Seafood Council, in partnership with the salmon and trout market group, has initiated a case investment project in Italy to boost salmon sales and increase market visibility. Targeted at the HoReCa sector, which has seen growth due to an increase in chain-based restaurants, the project involves a three-phase strategy: research, consumer survey, and market planning. The project also includes partnerships with food companies and a proximity campaign starting next year to promote Norwegian salmon in major cities. The findings highlight the importance of origin-labelling and sustainability to Italian consumers, indicating a promising market for Norwegian salmon.