“el secreto del bacalao de islandia” marketing project · “el secreto del bacalao de...
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“El secreto del Bacalao de Islandia” Marketing project
Gudny Karadottir, Director,
Food, Fisheries and Agriculture Division
Icelandic Fisheries
• One of the most important sector
• Good science and management facts
• Market driven industry
• Technology drives quality and traceability
• Conservation and sustainable use is key!
…quality and freshness
…clean waters
…sustainably sourced
FAO-BasedIceland
responsiblefisheries
managementcertification
2013
2010
2014
About the Bacalao marketing project
• Promotion of salted fish products in South Europe:
• Spain
• Portugal
• Italy
• Participants:
• Promote Iceland
• Icelandic producers and sales companies
• Companies in service industry
• Cooperation with buyers and distributers
Ojectives
• Strengthen the market position for salted cod products from Iceland in key markets
• Strengthen the good image of Icelandic salted fish products by promoting the origin, quality and pureness of the products
• Grow stronger relationship with key customers, buyers and distributors: cooperate in marketing
• Create further interest and demand for Icelandic salted fish products and gain new consumers
Media and channels• Focus on digital media
• www.bacalao-islandia.es
• Videos on YouTube
• Facebook - Twitter
• PR and press • Events in the markets
• Trips to Iceland
• Taste events
• Work with: • chefs and culinary schools
• importers and distributers
• embassies/consulates
• the media
PRUÉBALO Y COMPÁRTELO
Barcelona 2015: Islandia, un soplo de aire fresco
FITUR travel show in Madrid
Educating young chefs
Chefs invited to Iceland
• Visit the villages, factories and meeting the people producingthe bacalao
• Cooking in Iceland
• Video production
• Mikel Población from Bilbao
• Bacalao de Islandia on themenu!
For moreinformation…
• Please contact the bacalao team at Promote Iceland, tel +354 5114000
• Gudny Karadottir, Director of Food, Fisheries and Agriculture, [email protected]
• Bjorgvin Thor Bjorgvinsson, Project Manager, [email protected]
• Kristinn Bjornsson, Project Manager, [email protected]