Qingdao-based seafood supplier Spring Seafoods has spent 24 years building up its business around Norwegian cod, most of the time as a re-processor. But the company's been able to pivot far more successfully than other Chinese firms into the domestic market, in part by focusing on its Norwegian product expertise.
Spring Seafoods has launched what can best be described as Western-style packaging for its cod (though, in fact, it outdoes most in its presentation), with a focus on showing the loin and steak products through a package window, highlighting the specific part of the fish that's in the package, and showcasing an eco-friendly, emotive graphic that focuses not so much on slickness, but on provenance and nature.
