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

• 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!

Icelandic fisheries

…quality and freshness …clean waters …sustainably sourced

FAO-Based Iceland responsible fisheries management certification

2013 2010 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

For more information…

• Please contact the bacalao team at

Promote Iceland, tel +354 5114000

• Bjorgvin Thor Bjorgvinsson, Project

Manager, bjorgvin@promoteiceland.is

• Gudny Karadottir, Director of Food, Fisheries

and Agriculture, gudny@promoteiceland.is