INSIGHTS FROM THE NORWAY–UK SEAFOOD SUMMIT

Insights from the Norway–UK Seafood Summit

Bjørn-Erik Stabell, UK Director, Norwegian Seafood Council

A historic setting for future-focused dialogue

On 24 February, beneath the vaulted ceilings of Fishmongers’ Hall, the Norway–UK Seafood Summit welcomed a record number of leaders from fishing, science, retail, foodservice and policy. While the venue echoed history, the spirit of the day was firmly fixed on the future. In a landscape defined by volatility and rapidly shifting consumer needs, collaboration and innovation are not just desirable – they are essential to building the seafood category towards 2030.

Celebrating a strong and evolving partnership

Marking its fifth anniversary, this year’s Summit served both as a celebration of long-standing partnership and a call to action. The relationship between Norway and the UK is built not only on trade flows, but on trust – strengthened through ongoing dialogue and shared ambition. Deputy Ambassador Mariam Naqvi captured this in her opening remarks: “The sea binds us, and has defined our cultures and livelihoods for generations.” This shared heritage brings responsibility: to maintain trust through open, transparent platforms like the Summit.

Translating trust into practical cooperation

Trust, however, must translate into action. Across Europe, the seafood industry faces mounting pressures – volatility, inflation and increasing regulatory demands all testing business resilience. At the North Atlantic Seafood Forum (NASF) this week, several presenters highlighted that prices are unlikely to fall in the future. Global demand for protein continues to rise, yet seafood production cannot keep pace.

The UK remains the world’s largest market for cod and haddock, even as global whitefish supplies tighten and geopolitical factors reshape trade flows. In this environment, long-term planning and increased innovation in both supply and processing have become operational necessities. Cross-border cooperation between Norway and the UK is central to accelerating innovation and creating greater predictability in an unpredictable world.

Opportunities for growth and innovation

Despite challenges, important opportunities lie ahead. The Summit spotlighted the potential for Norwegian cold-water prawns in the UK, particularly in out-of-home and quick-service channels. Growth will depend on convenience, format innovation and value – but also on origin. Norway’s strong reputation for sustainably managed seafood will be a key driver of future expansion.

Consumer trends and competitive strengths

The consumer data presented at the Summit provides further confidence. Even as shoppers narrow their repertoires amid inflation, seafood continues to stand out for its health, emotional appeal and convenience. The Norwegian Seafood Council launched the UK Market & Retail Trends Report, highlighting several areas where the category enjoys a strong tailwind – insights echoed by many speakers throughout the day.

As consumers increasingly view protein as a standalone category, seafood must continue to compete through format innovation, clear labelling and greater accessibility. By aligning around quality, provenance, nutrition and sustainability, the industry can confidently compete with other proteins.

Sustainability and trust

Sustainability is now a baseline expectation. While price and convenience remain key purchase drivers, long-term growth depends on credibility and transparency. Without consumer trust, progress will be short lived.

Chef Ambassador Michel Roux emphasised that the hospitality sector must adopt a genuine zero-waste approach, backed by authentic storytelling and innovation – whether environmental, operational or through the introduction of alternative species – to ensure the fish and chip industry continues to thrive.

Defining the future together

If Norway and the UK continue pairing science and innovation with sustainability-led storytelling and practical cooperation, we will not simply navigate uncertainty – we will shape the future of seafood.

Stronger together.

Image © Norwegian Seafood Council