Norwegian clipfish producers must be "on the ball" –

Norwegian clipfish producers must be “on the ball” Published:  05 February, 2008

CLIPFISH sells well on the Portuguese market, but as the market for “quick” clipfish dishes grows, Norwegian producers must be on the ball, say researchers at Norwegian research institute, Nofima.

In order to better understand how the main market for clipfish functions and increase knowledge about customer demands, Nofima (formerly Fiskeriforskning) has carried out market research in Portugal.

The clipfish was sampled by around 200 people in Porto. They answered questions, tasted and graded different types of clipfish.

“One thing we found was that people there want clipfish from “Noruega”. They perceive the fact that the fish comes from Norway as a mark of quality,” says Scientist Jens Østli.

“Besides price, many chose clipfish with their hearts as it were. And something which would appeal to their hearts is that Norwegian clipfish should be marked with “NORUEGA”, continues Mr Østli. “This will enable us to catch customers who are standing at the counter to choose clipfish for dinner.”

The Portuguese kitchen is experiencing change, according to the research, and more and more women are working outside the home, which has consequences for food preparation. The trend, like other European societies, is that cooking must be quick and easy.

“We see that the traditional clipfish is under pressure in this market,” says Scientist Bjørg Helen Nøstvold. “New products where the fish is already re-hydrated and/or cut are becoming increasing popular. These dishes are much quicker to prepare.”

This is where the big challenge lies.

“When customers choose these new products, the producer’s brand name is more important than the country from which the fish is sourced. The clipfish is losing its origins,” says Nøstvold. “The industry’s task to an even greater extent in the future will be to get clipfish buyers to choose Norwegian fish precisely because it is Norwegian.” is published by Special Publications. Special Publications also publish FISHupdate magazine, Fish Farmer, the Fish Industry Yearbook, the Scottish Seafood Processors Federation Diary, the Fish Farmer Handbook and a range of wallplanners.