From the Nordic Marine Innovation Conference in Oslo 25th of January 2012 by Vincent Fleischer, divisjonsdirektør Kommunikasjon og strategi, Innovation Norway. Title: Innovation in a market oriented seafood industry

1. Innovation in a market oriented
seafood industry
Vincent Fleischer, SVP, Innovation Norway
Nordic Marine Sector, Oslo, Jan. 25th 2012

2. Innovation Norway – close to the
companies and close to their markets
OFFICES IN REPRESENTATION IN
EVERY COUNTY 33 COUNTRIES

3. Across industries, we see three challenges
for innovation and growth
Make start-ups and companies
grow
Make companies collaborate to
innovate
Make markets drive innovation in
companies

4. Norwegian companies lag behind in market
orientation
• Higher growth
It pays off to be
• Higher exports
market oriented1
• More innovative
Norwegian • Limited sharing internally of
companies least market information
market oriented • Focus on new technology and
in the Nordics production efficiency
1. Source: Study on Market Orientation in Sweden, Denmark and Norway , DAMVAD, December 2011

5. Even our strongest export industry lacks market
orientation
• Limited customer relations – too many exporters?
• Instable prices and earnings
• Spot market
Photo: The Norwegian Seafood Export Council

6. Marine value creation programme: improve
profit through market orientation
1. Networking – strengthen
value chain
2. Expertise programme –
strategy and brand building
3. Regional development – to
promote regional
advantages

7. Superfresh: Integrating the value chain
to provide highly appreciated haddock
• 8 coastal fishing vessels:
Vesterålen and Havøysund
• 2 processers: Gunnar Klo AS
and Tobøfisk AS
• 1 marketing: Aalesundfisk
• 3 retailers in UK and Norway

8. Nordic joint innovation necessary to improve
sustainability
• The seafood industry is facing big challenges in terms of sustainability
• The market is increasingly asking for sustainability in fishing, farming and
processing
• Innovation needed to provide new solutions

9. Moment of truth