Ola Brattvoll is the Norwegian Seafood Export Council’s (NSEC) representative in Japan. In recent years, he has seen Chilean salmon suppliers capture market share in Japan, and he has designed a market strategy for Norwegian salmon that is more objective and more clear than before.

“The Japanese consumers are gradually increasing their consumption of salmon, and it's still the case that Norwegian salmon is biggest in Japan, with well over 50 percent of the market," said Brattvoll. "But exports to Japan have stagnated in recent years and frozen Chilean salmon has grown."

Bratvoll