In MCO Times, a ZOOM LUNCHEON WITH THE NORWEGIAN SEAFOOD COUNCIL

When asked if I'd like to partake in a zoom luncheon hosted by the Norwegian Seafood Council, in these CMCO times, I thought why not.   

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So anyway, this stuff arrived for lunch, but here's the official pics and some info.  

Assorted Nigiri Sushi with Norwegian Salmon.  

Azuki Crepe, with red beans and green tea sauce

Chef Steve Chua, owner of Two Chefs Lab, a  Japanese restaurant

Jordash De Cruz, sous chef at Curious Kitchen

Sliced seared Norwegian Seafood Trout...

Seared Fjord Trout with Seared Vegetables

And for the Zoom Presentation, 

Lars Fredrik Martinussen - Head of Communications, Nordlaks Group

Lars Fredrik Martinussen (36) is the head of communication at Nordlaks group. Nordlaks is a family

owned aquaculture company located in the north of Norway, which are currently working to realize

ambitious plans for a sustainable development of both the company and the aquaculture industry in

Norway. Lars holds a MsC in Fishery Science from the University of Tromsø, Norway, and has been

with Nordlaks since 2016. 

Asbjørn Warvik Rørtveit - Director of South-East Asia, Norwegian Seafood Council

Asbjørn (AB) oversees all regional activities in the South-East Asia including Thailand, Taiwan,

Malaysia and Singapore starting from August 2019. He has an extensive background in Marketing and

Market insights from 11 years at the NSC. Starting from 2009, he joined the Norwegian Seafood

Council as Project Manager. Over the following years, he became Consumer Market Analyst in 2010,

and the Director of Market Insight and Market Access in 2015. Asbjørn holds a doctoral degree (PhD.)

in Marketing specialising in Consumer Behavior from The Arctic University of Norway

Phyllis The - Founder and CEO, art of salmo

Phyllis Teh is the founder and CEO of art of salmo. She strongly believes in quality should not comes

at the expense of convenience, nor the other way around - especially when it comes to the freshness

of fjord trout. She established Art of Salmo with her business partner, Dan in 2019. Art of Salmo is

Malaysia's first online store specialising in Norwegian Fjord Trout delivery, providing ready to eat

solutions to their customers. Phyllis' expertise in social media marketing has helped their brand garner

13K followers on Instagram in the span of less than a year. Today, she is continuously developing new

food solutions in line with new consumer trends.

Safe, sustainable and nutritious Norwegian Salmon and Fjord Trout in a Virtual Seafood Luncheon by the Norwegian Seafood Council

Norwegian salmon and fjord trout have always been a nutritious, versatile and safe fish to cook and eat at home or in the restaurants. They are easily available in the markets, supermarkets and at the grocers even during this pandemic. Consumer trends may have evolved during this time, but the Norwegian seafood industry has its finger on the pulse on what consumers want. 

The Norwegian Seafood Council takes pride in the fact that Norwegian salmon has captured the top spot in global sustainable food ranking for two years running. Three Norwegian seafood companies are ranked among the top 10 of the list of the world’s most sustainable protein producers in the Coller FAIRR Protein Index. 

The Index looks at how the world’s 60 largest publicly listed companies producing meat, dairy and seafood perform on various risk factors relating to sustainability. The risk factors include greenhouse gas emissions, deforestation, use of antibiotics and labour conditions. 

 No other animal farming uses less antibiotics than Norwegian aquaculture. In 2019, Norwegian salmon farms have near eliminated the use of antibiotics. “Eating more seafood is a good way to reduce our climate emissions, and Norwegian salmon companies are leading the way in sustainable protein production,” says Renate Larsen, CEO of the Norwegian Seafood Council (NSC).

Keeping safe and eating safe and healthy is the way to go during this pandemic and beyond. The Norwegian Seafood Council, led by NSC Regional Director Asbjorn Warvik Rortveit, shows how in the NSC Virtual Luncheon of Norwegian Salmon and Fjord Trout with the Media on 25 November 2020. 

 Norwegian Ambassador to Malaysia, Her Excellency Gunn Jorid Roset spoke at the virtual lunch while Asbjorn Warvik Rortveit shared an overview of Norwegian seafood performance and Seafood Consumer Insights with the media. 

Phyllis Teh, co-founder of online store Art of Salmó, that specialises in delivering the finest and freshest Norwegian fjord trout with its special seasoning sachet to your doorstep spoke on “Adapting to Consumer Needs in Covid-19 Times”. Chefs Jordash DeCruz and Steve Chua presented “When East Meets West, Norwegian Seafood Tasting Menu” for lunch. Chef Jordash is sous chef at Curious Kitchen in Kuala Lumpur and has had experience working on the Norwegian Cruise Line and Viking Ocean Cruise. Chef Steve is the founder of Two Chefs Lab, a Japanese restaurant, and has represented Malaysia as a Norwegian Seafood Council’s sponsored participant at the World Sushi Cup 2018. 

There has been an increase in seafood consumption, driven by a shift towards a more sustainable diet. This is according to a recent study of more than 25,000 consumers across 20 markets performed by Kantar on behalf of the Norwegian Seafood Council. The study is the largest seafood consumer study of its kind and offers invaluable insight into seafood consumer behaviours and preferences over time.

Many markets in this region are reporting increased demand for processed and pre-packed seafoods, as well as products with longer sell-by dates. The Norwegian seafood industry is adapting to these shifts in buyer preference and is turning its production to meet these needs. It continues its efforts to provide safe, sustainable, and nutritious seafood during this time. 

 Norwegian Seafood Council

 The Norwegian Seafood Council (NSC) is owned by the Ministry of Trade, Industry and Fisheries. The Norwegian seafood industry finances its activities through fees levied on all exports of Norwegian seafood.. Headquartered in Tromsø, NSC has presence in major markets around the world aiming to increase the value of Norwegian seafood resources. NSC oversees the administration and use of the trademark, “Seafood from Norway” a joint value for the Norwegian seafood industry. Together with the industry, NSC aims to increase the demand for and consumption of seafood from Norway. For more information, please visit https://en.seafood.no/

 “Seafood from Norway” 

Trademark Seafood will always be an essential part of our diet. However, consumers today are increasingly focused on the origin of food, how it is produced and how it meets concerns regarding sustainability. Norway was built on its seafood industry, and managing its ocean resources in a sustainable manner. The new trademark “Seafood from Norway” is addressing these matters, founded on a genuine concern for environment. This trademark is a symbol of origin and quality for all Norwegian seafood, farmed or wild caught in Norway’s cold, clear waters. Because there is no doubt about it: Origin matters. 

For further media information, please contact Scribe Media Link: 

 Marian Eu HP 013 330 1662, email: scribemedia3@gmail.com

 Angeline Mah HP 016 623 9180, email: angeline.scribemedia@gmail.com

Sushi Making Workshop by Norwegian Seafood Council

Does anyone know that there is a WORLD SUSHI CUP?  Well, it's a pity it's not an Olympic Event, or Malaysia would have had its gold medallist, and we can all watch proudly as our national anthem is played. 

For two consecutive years, 2018 and 2019, Malaysia has won the competition, by Chef Sky Tai and Chef Leon Yap, respectively.  These two were trained in the Global Sushi Academy and tained under sushi master Hirotoshi Ogawa, from Japan, and The Norwegian Seafood Council runs the Global Sushi Academy in collaboration with World Sushi Skills Institute, the only officially recognised sushi body in Japan.

Norwegian salmon commands 90% market share of fresh salmon in Malaysia. As it is also the preferred choice for sushi topping in Malaysia, it is important to the Norwegian Seafood Council that the fresh raw ingredient is handled in the most hygienic manner.  Although I have watched the video several times, it never fails to amaze me the process by which salmon is farmed in Norway, which has the perfect living conditions for salmon. 

The Workshop was held at the School of Hospitality, Tourism and Culinary Arts
KDU University College, Utropolis, Glenmarie, Shah Alam and graced by the Ambassador of Norway, Her Excellency Gunn Jorid Roset. 

After the briefing from the Norwegian Seafood Council and the requisite speeches, we adjourned to the swanky kitchens of the college to witness a simple demonstration on making sushi.  Alright, admittedly it was the basic-esy of sushi, but was an interesting experience nonetheless.  And making it the correct shape etc is not as easy at it looks. 

This shockingly crude sushi and roll were a result of the workmanship of yours truly. 

In stark contrast to the award winning sushi platter prepared lovingly by Chef Leon Yap

For more info on how to contact Norwegian Seafood Council directly,

Contact: Scribe Media Link

                 Angeline Mah: 016 623 9180

                 KW Thong: 012 388 6023

                 Marian Eu: 013 330 1662

First of the CNY Feasts At Celestial Court, Sheraton Imperial KL

In the blink of an eye, a new decade dawns upon us, barely had the jingle of the Christmas songs faded before it is replaced by the melodious familiar cacophony of Chinese New Year kongsi songs.  Now, the main difference I reckon is the very money and prosperity skewed lyrics.  (compared to a baby born in the manger etc)

And since we're on the note of prosperity, Celestial Court, the pork free Chinese Restaurant of Sheraton Imperial KL, has three AUSPICIOUS CHINESE NEW YEAR REUNION 9 COURSE SET MENUS.

CNY Wealth Set at RM1688 nett per table
CNY Prosperity Set at RM1988 nett per table
CNY Happiness Set at RM2388.
Who says that money can't buy happiness.

And the mandatory Yee Sang, touted as the UNITY LOU SANG, is priced as below:

Abalone Sliced With Fresh Scallop Yee Sang (RM188 nett/ RM376 nett for large)
Crispy Soft Shell Crab Yee Sang (RM108nett/ RM216 nett for large)
Norwegian Salmon Yee Sang (RM108 nett/ RM216 nett for large)
Jelly Fish Yee Sang (RM88 nett/ RM176 nett large)

It was nice to partake in the "ritual", as it was referred to..... Words ushering prosperity, good health, good business, etc etc represented by the various condiments.  I think yee sang is a brilliant invention, and probably can attribute its origin to Malaysia. 

The crispy roasted Garlic Corn Fed Chicken, Sichuan Spiced Mushroom Sauce.  I enjoyed the moist thighs meat and the sauce had a nice sweet sour tangy zing to it.

Stewed Dried Oyster With Sea Cucumber and Black Moss ("Hair vegetable")
Traditionally, the Chinese word for oyster, Ho See, also sounds like good fortune, and the hair vegetable, FATT CHOY, well, forms part of the KUNG HEY FATT CHOY, so you get the drift.  Our table didn't get to sample this, as there were two sea cucumber dishes, and each table tried one variety.

Our table's version was the Braised Sea Cucumber With Chinese Mushrooms and Yam in Claypot.  A good combination, with the creamy yam, which melts in the mouth. 

Wok-fried prawns with Angled Loufa Gourd, Shimeji Mushrooms and Cashew Nuts
Prawns, like no 5 in Thai, is HA....which of course denoted mirth and joy.

Poached White Pomfret With Shredded Chicken and Mushrooms in Spicy Supreme Stock.  Pomfret is one of my favourite fish, so I was glad our table got the pomfret and the other table got the grouper.

To finish off, pan fried nian gao, which I have to say, was very good.  Not too sweet, well fried with a crispy exterior and soft insides.

Maybank, HSBC or CIMB cards get 20% discount (t&c apply)
Club Marriott members 30%, and Marriott Bonvoy from 10 - 20 % depending on tier. (t&c apply)

For dining and reservations, call 03-2717 9977 or email dining.specialist@sheraton.com