Norwegian seafood has gone viral during the World Cup

The news that the Norwegian national football team brought 500 kilos of seafood from Norway to the World Cup in the US has travelled around the world.

The story of Norwegian superstars eating Norwegian seafood in the US has struck a chord far beyond the football stadium during the World Cup.

A preliminary overview from the media monitoring service Meltwater shows that the story has so far generated more than 120 news articles. Among those reporting on the Norwegian football heroes’ appetite for seafood from Norway are The New York Times, CNN, The Korea Times and The Sun.

Read more: Norwegian seafood powers the national football team’s performance

Media interest is generating discussion, shares and engagement

Interest on social media has also been enormous, sparking discussion and engagement among international audiences.

“The best Norwegian footballers are global superstars. They are conscious of what they eat and choose products they know and trust. When they choose Norwegian seafood, it doesn’t only create visibility, but also discussion and engagement around the world. That is both inspiring and great,” says Camilla Beck, Marketing Director at the Norwegian Seafood Council.

NFF: “The boys really appreciate this”

The national team management has brought salmon, trout, halibut, king crab and langoustines, among other seafood, from Norway to the US.

“We are extremely grateful to all the suppliers who have made it possible for us to serve Norwegian seafood to the players every day. Please know that the boys really appreciate this,” says Tom Fodstad, Head of Sales and Business Development at the Norwegian Football Federation.

Journalist asked whether Norway had enough fish to last until the World Cup final

After the news about the seafood broke shortly before departure in early June, it went viral.

“For elite athletes, diet is extremely important. When Norwegian footballers choose to bring seafood from Norway with them, it attracts a great deal of interest. At the press conference before Norway’s match against France, one of the questions asked was whether the Norwegian national team had enough fish to last until the World Cup final on 19 July,” says Camilla Beck.

A busy time for the chefs

The three Norwegian chefs Aron Espeland, Eirik Tufte and Christian Karlsson are responsible for the menus and prepare the food for the Norwegian squad. Espeland in particular has felt the weight of the considerable media attention in recent weeks.

“I have been contacted by major media outlets such as CNN and The New York Times, so the interest in Norwegian seafood has been enormous. It is a little surreal, but first and foremost great fun,” says Aron Espeland.

“It is a real pleasure to showcase Norwegian produce”

What topics have the media been most interested in?
“They are generally very curious about the fact that we have brought so much food with us. We have, among other things, served waffles and brown cheese at a press event. When it comes to seafood, they are particularly interested in Norwegian salmon, as many of them have heard of it. As a trained chef, it is a real pleasure to showcase Norwegian produce – including our fantastic seafood.”

What do the players think of the Norwegian seafood you have served?
“The seafood has been very well received by both the players and the support staff. One salmon dish has so far been a favourite among the players. Salmon tataki with a vinaigrette made from browned butter, white soy sauce, yuzu and honey went down extremely well, which is of course very rewarding for us in the kitchen.”

“The quality of the seafood is very high”

The Norwegian chefs have been serving four meals a day to the Norwegian squad for almost a month. Along the way, they have had to have additional fish sent from Norway.

“Fortunately, we have good contacts. In addition, seafood from Norway is exported all over the world, so suppliers are used to transporting fish and shellfish over long distances. The quality of the seafood we receive is very high,” says Aron Espeland.