WAITROSE AND ICELAND COLLABORATE ON COD PROMOTION

Waitrose and Iceland collaborate on cod promotion. Icelandic cod was recently introduced in collaboration with the British premium supermarket retailer Waitrose as part of a Christmas promotion.

The presentation was part of a joint marketing effort of Icelandic fisheries companies called ‘Fishmas.’ Seafood from Iceland backed the Fishmas marketing campaign, which consisted of about 30 companies in fishing, processing, sales, and services to the sector, and the Association of Fisheries Companies (SFS) and Business Iceland.

Erla Ylfa Óskarsdóttir, a political and consular officer at the Icelandic Embassy in London, presented the Fishmas project and spoke about Icelandic fish, and the nation’s sustainable fisheries. Several British food influencers were invited to Waitrose Cookery School. A chef from Waitrose demonstrated how to cook a UK menu mainstay — fish & chips with Icelandic cod. The participants were reported to be enthusiastic at the event and actively participated by cooking all they could eat fish & chips paired with Icelandic beer. Photos and videos from the event were then shared on the influencers’ Instagram pages.

The collaboration between Seafood from Iceland and Waitrose will mark the beginning of a mutually beneficial promotion of Icelandic fish in the UK.

“We were very pleased with the event and the collaboration,” said Natalie Mullins, CEO of Waitrose Cookery School. Waitrose is one of the few retail chains in the UK that sells a fresh supply of Icelandic fish in its stores.