Showing posts with label fjord trout. Show all posts
Showing posts with label fjord trout. Show all posts

Tuesday, December 01, 2020


Seafood consumption, driven by a shift towards a more sustainable diet, is on the rise according to a recent study* of more than 25,000 consumers across 20 markets performed by Kantar on behalf of the Norwegian Seafood Council (NSC). *the study is the largest seafood consumer study of its kind

At a recent Virtual Luncheon of Norwegian Salmon and Fjord Trout hosted by the NSC, NSC Regional Director Asbjorn Warvik Rortveit (pix above), shared the following Seafood Consumer Insights: 

78% Malaysians rank sustainability as important when choosing to buy seafood

65% Malaysians state country of origin is important when buying seafood

60% Malaysians state country of origin is an indicator of quality when it comes to buying seafood

63% picks Salmon as their first choice of Sushi

50% eats Sushi at least once a month

35% picks Norway as the most preferred country of origin for salmon and 43% for fjord trout

He also said many markets in this region are reporting increased demand for processed and pre-packed seafood. “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 as keeping safe, and eating safe and healthy is the way to go during this pandemic and beyond.”

Joining the virtual event was Lars Fredrik Martinussen (pix above), Head of Communication of Nordlaks Group, who spoke about efforts undertaken by his family-owned aquaculture company to develop the sustainable aquaculture industry in the north of Norway.

Also present was Phyllis Teh, co-founder of Art of Salmó, who highlighted how her online store succeeded in “Adapting to Consumer Needs in Covid-19 Times” by delivering the finest and freshest Norwegian fjord trout with its special seasoning sachets to their doorstep.

Participating media members were treated to sumptuous “When East Meets West, Norwegian Seafood Tasting Menu” set lunches prepared by Chefs Jordash DeCruz (pix above) and Steve Chua too to complete the virtual media event experience. Calling on his experience working on the Norwegian Cruise Line and Viking Ocean Cruise, Chef Jordash DeCruz presented the following 3-course menu with inspiration from the Land of the Midnight Sun.

His starter of cured beetroot with Norwegian salmon, lemon essence and pickled daikon was accompanied by the main course of seared fjord trout with roasted vegetable and sandefjordmor (Norwegian butter sauce). Wrapping up the meal was Norwegian success cake with fresh berries.


Founder of Two Chefs Lab, Chef Steve Chua (pix below) who represented Malaysia as a Norwegian Seafood Council’s sponsored participant at the World Sushi Cup 2018, also rendered his Japanese starter, sushi platter and dessert. 

Seared sliced Norwegian fjord trout with truffle and grated onion dressing sprinkled with cured egg yolks was the tantalising starter, complemented by six assorted nigiri sushi creations. Azuki crepe with red beans with green tea sauce was the dessert to finish with.

The distinct finale came from the Art of Salmó, in the form of a Smoked Salmó Cheese Cake. A rather unusual sweet-savoury combo of crushed Oreo, smoked salmon, cream cheese, butter, whipping cream, ikura and smoked salmon which you either love or loathe. I’m ambivalent about this but I'm willing to give it another go should I have the chance to sample it again in future.

Interestingly, one of the key concerns arising from the seafood study is to encourage more children to increase their intake of seafood. Chef Jordash DeCruz and NSC Regional Director Asbjorn Warvik Rortveit suggested getting children involved in food preparation and getting the young ones to try eating fish and seafood early. "Get your child involved in the kitchen. Let them touch, feel and taste fresh seafood like salmon and fjord trout."

Phyllis Teh echoed similar sentiments as the popularity of her Art of Salmó products bear testament to urban consumers who seek convenience and willing to pay for quality ready-to-eat seafood like fresh Norwegian salmon and fjord trout.

Wednesday, October 09, 2019


Rich in Omega-3 fatty acids – an essential nutrient for a healthy heart – the Norwegian Fjord Trout made a big splash among AEON customers when Her Excellency Gunn Jorid Roset (pix below), the Norwegian Ambassador to Malaysia launched a month-long ‘Norwegian Fjord Trout for a Healthy Heart’ campaign at AEON 1 Utama recently.

Also present at the launch event were Asbjørn Warvik Rørtveit (2nd from left), Norwegian Seafood Council’s Regional Director, South-East Asia; Masashi Iwasaki (left), AEON's Assistant GM, Foodline Merchandising; CVS CEO Anwar Anis (2nd from right) and Sandeep Kumar (right) of Healthify Me. Consultant dietitian Indra Balaratnam then demonstrated two simple recipes on how to cook the Norwegian Fjord Trout. (refer recipes below)
Scheduled from 27 September to 27 October, the Norwegian Seafood Council in collaboration with AEON throughout the country will feature cooking demos on simple and wholesome Norwegian Fjord Trout dishes to shoppers at AEON in 1 Utama.

Surrounded by ice-cold waters with fjords stretching deep into its coastline, Norway has the perfect living conditions for Fjord Trout. Farmed in the pure, cold waters of Norwegian fjords where seawater meets fresh meltwater of glaciers and snow, the Norwegian Fjord Trout is bred and raised following the highest environment and sustainability standards.
Asbjorn Warvik Rortveit, Norwegian Seafood Council’s Regional Director, South-East Asia said: “From our annual Seafood Consumer Insights, Norway is the preferred country of origin for Malaysians for Fjord Trout purchases. Malaysians also choose Norwegian Fjord Trout for its health and nutritional benefits.”
Other partners for the Healthy Heart campaign include Hospital Cardiac Vascular Sentral Kuala Lumpur (CVS) and HealthifyMe App. Among the the launch weekend activities were HealthifyMe dietician Mitra Prasad’s creation of a 7-Day Meal Plan with Norwegian Fjord Trout, health talks by cardiologist consultant, dietician and fitness experts, coupled with free health checks, dietician advice and fitness advice.

Giveaways with purchases of Norwegian Fjord Trout and health screening packages by CVS and Premium Access promotion by HealthifyMe App will also be featured throughout the month at AEON outlets.

About Norwegian Fjord Trout
The Norwegian Fjord Trout is popular in Malaysia for its unique taste, health benefits and appealing red colour. Its similar appearance to salmon leads consumers to mistakenly associate it as a type of salmon but the Fjord Trout is a whole different specie.

Growing to a weight of 2-5 kilos, the Fjord Trout is slightly smaller than salmon with a lustrous and silvery skin. The meat is a deep red-orange colour with white marbling, giving the fish fillets a luxurious feel. Look for fish with a healthy sheen and feels firm, yet tender and mellow to touch. Fjord Trout has a remarkably rich flavour with a pure aftertaste.
Refer to the recipes below for delicious ideas on how to cook the Fjord Trout. For more information on Norwegian Seafood Council, please visit

Serves: 3 to 4

500g Fjord Trout fillet – cut into chunks 
8 ladies fingers
3 stalks lemongrass
1 torch ginger flower 
2 medium tomatoes
Few sprigs daun kesom  (Vietnamese mint leaves)
2 tablespoons sugar
4 tablespoons tamarind pulp (asam jawa) + 3 cups of water - strained
2 tablespoons olive oil

Ingredients for the spice paste to be blended together:
15 dried chillies – soak in water (remove seeds to reduce chilli heat)
1 medium red onion
4 cloves garlic
1 tablespoon freshly grated ginger
1 teaspoon-size square belacan (shrimp paste)
1/3 teaspoon turmeric powder
Gently heat the olive oil in non-stick wok. Sauté the blended spice paste for about 8 minutes until fragrant.
Add in lemongrass and torch ginger flower. Stir in spice paste.
Add in tamarind pulp water and bring to a slight simmer.
Add in daun kesom and bring to boil.
Add sugar to season and taste.
Add in ladies fingers and tomatoes. Cook for 2 minutes.
Add in Fjord Trout and cook for 2 more minutes until fish is gently cooked.
Serve immediately with rice and vegetables.

Serves: 4

200 g spaghettini pasta – cooked al dente as per packaged instructions
300 g Fjord Trout – cut into cubes
200 g prawns – peeled
8 cloves garlic – minced
100 g cherry tomatoes – halved
80 g yellow capsicum – deseeded and finely sliced
Bunch of parsley -- chopped
250 ml prawn stock
3 tablespoons olive oil
Salt & crushed black pepper to taste
Sweet paprika
Chili flakes (optional)
Marinate Fjord Trout and prawns with paprika, salt and crushed
black pepper for 10 minutes.
Heat 1 tablespoon olive oil in a non-stick pan.
Sauté half of the minced garlic, Fjord Trout and prawns until lightly pink. Remove from pan and set aside.
Heat 2 tablespoons olive oil and sauté remainder of the minced garlic.
Add in cherry tomatoes and sliced yellow capsicum. Stir-fry for 2 minutes till slightly tender.  
Toss in spaghettini and mix well. Add in prawn stock and simmer.
Mix in the cooked Fjord Trout and prawns with the spaghettini. Season with crushed black pepper, salt and paprika to taste.
Toss in chopped parsley.
Serve with extra chili flakes and wedge of lemon (optional).

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