Monday, November 30, 2020


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.   

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

 “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:

 Angeline Mah HP 016 623 9180, email:


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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.

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Vegatible said...

What a fascinating virtual seafood luncheon experience! The assortment of Nigiri Sushi with Norwegian Salmon and the Azuki Crepe with red beans and green tea sauce sound absolutely delectable. It's impressive to see the collaboration with Chef Steve Chua and Jordash De Cruz, showcasing the versatility of Norwegian seafood with dishes like the Seared Fjord Trout with Seared Vegetables.