“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, gudny@promoteiceland.is

• Bjorgvin Thor Bjorgvinsson, Project Manager, bjorgvin@promoteiceland.is

• Kristinn Bjornsson, Project Manager, kristinnb@promoteiceland.is