The Norwegian Seafood Council (NSC) has chosen Italy for a targeted investment in salmon marketing, focusing on the country's growing hotels, restaurants, and cafes sector, it said.

The initiative aims to enhance visibility and storytelling around Norwegian salmon, with the potential for significant market growth.

NSC's Italy director, Tom-Jorgen Gangso, noted that while salmon performs well in Italy, opportunities remain for expansion, particularly with the rise of "poke" restaurants, which could double from 1,000 to 2,000 within two years. The project includes partnerships with restaurant chains like Capatoast, Pescaria, and Poke Sun Rice, alongside agreements with "cash and carry" giant Docks.

The three-phase project involved interviews with foodservice leaders, a consumer survey in major cities, and a strategic market action plan. Efforts include staff training, limited-edition salmon dishes, and campaigns promoting the "Salmone Norvegese” brand in online and offline channels.

Research found that Italian consumers prioritize sustainability and origin labeling, with eight in 10 valuing transparency. Proximity campaigns using geo-localization will launch in 2024 to drive traffic to restaurants in cities like Milan and Rome.

According to the NSC, this initiative underscores the potential of Norwegian salmon in Italy, leveraging technology and consumer trends for future growth.