Making Norwegians eat mussels!
The mussel industry has been in a period of declining interest in Norway, possibly because of great financial losses followed by close-down of several mussel farms. The MusselsAlive project has been a great opportunity and inspiration to give a positive presentation of the mussel industry to the public together with other seafood products of a similar high standard. The great interest people show in tasting various mussel products contrast the tendency of bad reputation received in the media during the last few years.
The Norwegian Seafood Centre (Norsk Sjømatsenter) is a private foundation working to promote and develop the use of seafood to the public. As a membership organization, it is an innovator in developing knowledge about the industry and creating new opportunities for its members. The Norwegians Seafood Centre is directly involved in organizing public events focusing on seafood to promote healthy living. The activities in 2011 have included participation and co-organizing of a number of events and food fairs in the larger cities in Norway. This year has been a special focus on mussels, giving the public an opportunity to taste and experience mussels at their best.
MusselsAlive at Aqua Nor 2011
Aqua Nor is one of the largest trade shows of Aquaculture in Europe with visitors from all over the world and a great opportunity to promote the Norwegian Mussel industry.
The Norwegian Seafood Centre organized a joint stand area for the private industry and public organizations. Mussels were given a special focus during demonstrations and presentations to visitors at the trade show. Our chefs gave educational presentations and handed out samples of mussels as one of the main activities which attracted a large number of people. More than 2000 samples were given out to visitors at the exhibition which lasted for 3 days from August 16 – 19th.
The Bergen Food-festival 2011 ( Matfestivalen)
The annual festival in Bergen on September 9 – 11, has been introducing local food to the public for years. Despite the usual rainy day in Bergen, the festival attracted visitors from the whole region looking for new and exiting opportunities. A special invitation was sent to school classes from the trade schools in and around Bergen. The Norwegian seafood stand had a special event for mussel activities during the whole festival period, giving school children the opportunity to prepare and taste mussels. A total of 200 students, families and children participated, and for many eating mussels was a new experience. The Norwegian Minister of health and the Minister of fisheries visited the stand and were impressed by the activities. The festival attracts the general public with a number of activities and by offering samples of food throughout the day. It is also of great interest to the professional seafood sector through cooking competitions for the best seafood chef of the year.
The Oslo Food-festival ( Matstreif)
The food festival in Oslo is the largest in Norway and probably the best place for new product demonstrations. The fare had its own “Seafood street” which included demonstration of special products. Mussels were prepared in many different ways and attracted a number of people eager to learn and to taste. A special tent was set up with seafood cooking classes for children. The mussels were a great success.
