Supermarket Perimeter - January 2020 - 50

Seafood: Salmon

Norwegian producers
set the bar high for
sustainability

Telling the story, "from fjord to fork"

Merchandising musts

For sustainability-conscious consumers, Seafood from Norway is able
There's a definite need to do more salmon merchandising at retail,
"to tell the whole story," Sundheim says.
Sundheim says. One idea to best merchandise salmon, he says, is to
Research indicates that there is a general threshold of quality that
make suggestions at the point of sale on cooking methods and ways to
consumers expect. Foods from certain regions, for example, are permake simple meals with the product.
ceived as being safer than food from other regions.
"By showcasing these different application methods, we are better
Many Americans who live far from seafood sources don't have easy
able to tie salmon into consumers' everyday diets," he says. "There's
access to local product. They know that these products are going to
a misconception that salmon has a specific set of recipes, but what
have to travel from the point of origin to their landlocked state.
consumers don't know is that salmon can be an easy substitute for any
"Because of this, there's a lot of need to be transparent about the
protein."
background of the fish to ease customers' minds," Sundheim says.
For example, salmon is easy to add to any pasta dish and can be
That's where Seafood from Norway shines, he says. The group works
swapped in for any recipe that features chicken. Retailers should enable
with distributors and retailers to ensure they
consumers to use some of the knowledge they
understand the benefits of communicating the
have and make these connections in their minds.
Norwegian origin and have programs in place to
In an ideal world, Sundheim says, consumers
help them do so.
would have one go-to salmon recipe without
"Norway sets the global standard for healthy
having to be hesitant about making it. "Seafood
seafood as a result of its meticulous aquaculture
from Norway wants to be a go-to source of
and sustainability efforts, variety, unique geoprotein because we feel that this would make a
graphic and oceanic benefits, and dedication
major difference for consumers. It's not about
to providing the highest quality, most flavorful
having a wide array of fish to choose from, but
seafood," he says.
building confidence in the consumer to reach for
"From fjord to fork, we know that origin matsalmon as a go-to protein."
(Source: National Oceanic and Atmospheric Administration)
ters, and that's why we take so much pride in our
As consumers start to think about new ways
products."
to eat salmon, they're bringing products not
Today's consumers, Sundheim says, are more aware about where
commonly associated with salmon together, Sundheim adds. These
their food is being produced than ever before. They want to know all
cross-merchandising opportunities range from items such as spices and
about the food's journey. As a result, many food companies - salmon
oils, to items that come on the side such as starches and vegetables, to
shippers included - are becoming more transparent about their pracbases such as rice, tortillas and other options.
tices and the origin of their food.
"Consumers are becoming more creative in the kitchen, so we want
"The desire to know about where the food comes from is becoming
to make sure that we are helping to spark their creativity."
more popular with seafood as well," Sundheim says. "Point of origin is
People often think of salmon as a safe, first fish to try if they're not
also a big topic for seafood. Consumers want to ensure that the seafood
familiar with seafood, he says. It's visible in a variety of recipe applicathey're purchasing in the grocery store is sustainable and from a reputions, and consumers now have the ability to incorporate salmon into
table place."
all meals. "Breakfast, lunch and dinner have seen an increase in the
Grocery retailers, he adds, have a tremendous opportunity to shownumber of salmon recipes on restaurant menus and online databases,"
case where, how and why a food is made."
Sundheim says.
50 - JANUARY 2020

www.supermarketperimeter.com

TANIA ZBRODKO - STOCK.ADOBE.COM

The average American
eats 2.4 pound of
salmon per year,
making it the second
most popular seafood,
after shrimp


http://www.supermarketperimeter.com

Supermarket Perimeter - January 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2020

Supermarket Perimeter - January 2020
Editor's Note: The future of baking, now
Contents
The wire
Gen Z
Making memories
Bakery: Boosting impulse sales
Bakery: Sampling
Deli & Prepared Foods: Cross-merchandising cheese
Meat & Poultry: Case ready meats
Meat & Poultry: Natural meats
Produce: Instore juicers
Produce: Organics
Seafood: Salmon
Food Safety: Meat
Commissary Insider
Classifieds
Ad index
Fresh takes
Supermarket Perimeter - January 2020 - Supermarket Perimeter - January 2020
Supermarket Perimeter - January 2020 - Supermarket Perimeter - January 2020
Supermarket Perimeter - January 2020 - 2
Supermarket Perimeter - January 2020 - Editor's Note: The future of baking, now
Supermarket Perimeter - January 2020 - Contents
Supermarket Perimeter - January 2020 - 5
Supermarket Perimeter - January 2020 - The wire
Supermarket Perimeter - January 2020 - 7
Supermarket Perimeter - January 2020 - Gen Z
Supermarket Perimeter - January 2020 - 9
Supermarket Perimeter - January 2020 - 10
Supermarket Perimeter - January 2020 - 11
Supermarket Perimeter - January 2020 - 12
Supermarket Perimeter - January 2020 - 13
Supermarket Perimeter - January 2020 - Making memories
Supermarket Perimeter - January 2020 - 15
Supermarket Perimeter - January 2020 - 16
Supermarket Perimeter - January 2020 - 17
Supermarket Perimeter - January 2020 - 18
Supermarket Perimeter - January 2020 - 19
Supermarket Perimeter - January 2020 - Bakery: Boosting impulse sales
Supermarket Perimeter - January 2020 - 21
Supermarket Perimeter - January 2020 - 22
Supermarket Perimeter - January 2020 - 23
Supermarket Perimeter - January 2020 - Bakery: Sampling
Supermarket Perimeter - January 2020 - 25
Supermarket Perimeter - January 2020 - Deli & Prepared Foods: Cross-merchandising cheese
Supermarket Perimeter - January 2020 - 27
Supermarket Perimeter - January 2020 - 28
Supermarket Perimeter - January 2020 - 29
Supermarket Perimeter - January 2020 - 30
Supermarket Perimeter - January 2020 - 31
Supermarket Perimeter - January 2020 - Meat & Poultry: Case ready meats
Supermarket Perimeter - January 2020 - 33
Supermarket Perimeter - January 2020 - 34
Supermarket Perimeter - January 2020 - 35
Supermarket Perimeter - January 2020 - Meat & Poultry: Natural meats
Supermarket Perimeter - January 2020 - 37
Supermarket Perimeter - January 2020 - 38
Supermarket Perimeter - January 2020 - 39
Supermarket Perimeter - January 2020 - Produce: Instore juicers
Supermarket Perimeter - January 2020 - 41
Supermarket Perimeter - January 2020 - Produce: Organics
Supermarket Perimeter - January 2020 - 43
Supermarket Perimeter - January 2020 - 44
Supermarket Perimeter - January 2020 - 45
Supermarket Perimeter - January 2020 - Seafood: Salmon
Supermarket Perimeter - January 2020 - 47
Supermarket Perimeter - January 2020 - 48
Supermarket Perimeter - January 2020 - 49
Supermarket Perimeter - January 2020 - 50
Supermarket Perimeter - January 2020 - 51
Supermarket Perimeter - January 2020 - Food Safety: Meat
Supermarket Perimeter - January 2020 - 53
Supermarket Perimeter - January 2020 - 54
Supermarket Perimeter - January 2020 - 55
Supermarket Perimeter - January 2020 - 56
Supermarket Perimeter - January 2020 - Commissary Insider
Supermarket Perimeter - January 2020 - 58
Supermarket Perimeter - January 2020 - 59
Supermarket Perimeter - January 2020 - 60
Supermarket Perimeter - January 2020 - 61
Supermarket Perimeter - January 2020 - 62
Supermarket Perimeter - January 2020 - 63
Supermarket Perimeter - January 2020 - Classifieds
Supermarket Perimeter - January 2020 - Ad index
Supermarket Perimeter - January 2020 - Fresh takes
Supermarket Perimeter - January 2020 - 67
Supermarket Perimeter - January 2020 - 68
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