Salmon is commonly exported as a standard product, as whole salmon or as fillets. This means that price is often the only criterion about which the salmon producers are competing. The result is a strong focus on producing the salmon as inexpensively as possible.
In this project the scientists are going to map the salmon producers' strategies to stand out from their competitors. The mapping will provide an overview of what the companies are specifically doing to make their mark, which obstacles they are meeting, and to what extent these measures are profitable.
The scientists, amongst other things, will follow individual companies that are trying to stand out from others, for example by producing ecological salmon or by labelling the salmon in special ways. The goal is to gain knowledge that can contribute to increased value added in the salmon industry.
In addition, market studies will be conducted amongst purchasing agents in supermarkets and stores. The industry studies are being conducted in the respective countries, and the market studies will undergo in central markets.
