Sjømat Norge commits to permanent communication overhaul.
The Norwegian Seafood Federation (Sjømat Norge) has launched a large-scale campaign and a revamped website to increase transparency and improve public engagement with the country’s aquaculture industry.
The initiative, unveiled on Monday, marks a decisive effort to reshape how the sector presents itself, with a strong focus on aquaculture.
“The purpose of the campaign is to open up the seafood industry for people in Norway, primarily aquaculture. We need to be better and clearer in showing how we work to solve the challenges we face,” said Kristin Langeland, Director of Communications, Politics, and Strategy at Sjømat Norge, in an article run by Norwegian aquaculture news service, Kyst.
Targeting a Wider Audience
The initiative is designed to reach beyond the industry’s usual circles. Print ads, television commercials, and digital content will all drive traffic to the newly launched sjoemat.no, a site packed with information on everything from salmon farming operations to the economic ripple effects of aquaculture.
“All campaign materials direct people to sjoemat.no, and we will gradually share much of the website’s content on social media and as sponsored content. And we are focused on reaching audiences who may not be familiar with us, such as people in central Eastern Norway,” Langeland told Kyst.
Critically, the website does not shy away from contentious issues. It addresses fish mortality, escapes, and animal welfare concerns head-on, outlining the measures being taken to improve sustainability.
“With the message ‘Even though we have achieved a lot, there is still much we need to improve,’ the newly launched website sjoemat.no is packed with information about everything from the life cycle of salmon to the ripple effects of aquaculture,” Langeland said. “But it also describes the negative aspects, such as mortality, escapes, and fish welfare, and what measures the industry is taking to improve.”
Langeland hopes the new initiative will lead to a lasting change in how the industry engages with the public.
“We call this a campaign, but in reality, it is meant to be a lasting shift in the way we communicate. It’s about time,” she told Kyst.
