Norway’s cold, clear fjords are fed by pure glacial meltwater, which collides with Arctic seawater to create some of the best conditions on the planet for raising delicious, healthy fish. Thriving in these unique waters, the Norwegian Fjord Trout has been a well-kept secret, but it’s finally making its way to UK shores.
From October 2016 UK consumers will finally be able to put farmed Fjord Trout firmly on their shopping lists as it hits the fish counters of selected Tesco stores with year round availability.
With a delicate flavour and exquisite texture, the Japanese have been enjoying Fjord Trout for years and top UK chefs have developed a taste for it too, eager to place a new red fish on their menus. After proving its place in the restaurant scene, it’s now time for UK shoppers to get their hands on Norway’s ‘jewel of the fjords’. Available in selected Tesco stores from October, Norwegian Fjord Trout supplied by Lerøy Seafood will offer a striking and healthy alternative for home dinner menus – no matter how good a cook you are.
Farmed with the utmost care, drawing on centuries of learnings and adhering to world-leading aquaculture practices, Fjord Trout are fed a nutritious and balanced diet to help them grow slowly, producing excellent quality fish with a deep red-orange colour, which is also common to the species. Storing its fat mainly in the belly, Fjord Trout have a delightfully lean flesh which is full of protein, vitamins and omega, making it the perfect choice for the health conscious. While families will find that this oily red fish is more delicate in flavour and so could be the secret weapon for packing essential oily fish into children’s diets.
Well suited to home cooks, Fjord Trout is incredibly versatile and it also can be cooked in minutes. It doesn’t need to be overwhelmed by ingredients – simply grilled to enhance its flavours, baked with citrus fruits and herbs, or marinated as ceviche, the fish is perfect for those looking for something new.
Available from October 2016, Norwegian Fjord Trout will be sold in side format across selected Tesco fish counters at an estimated price of £12.50/kg, customers will be able to request their quantity and the fishmonger will portion accordingly.
Chef Ambassador, Daniel Galmiche, Remarks:
“As a chef, I’ve been lucky enough serve Fjord Trout in my restaurants and even cook with it at its source in Norway. With the new placement at Tesco, I am so delighted that UK shoppers can finally get their hands on this delicious fish for themselves!
The flesh is mouthwateringly vibrant and is perfectly suited to marinating, smoking, curing and of course pan-frying. I also love marinating it in salt, sugar, coriander and lime – truly an incredible combination. The UK is just going to love cooking Fjord Trout at home, no matter how far advanced a cook they are.
To put it very simply – This is made by the glacier. It is pure, it is delicate – it’s amazing.”
Jack-Robert Møller, Norwegian Seafood Council UK Director, Comments:
“Norway has impeccable standards when it comes to the scientific management of fisheries and our aquaculture techniques are considered to be among the best in the world. Combining hard-earned experience, advanced technology and the natural conditions, our industry is able to produce high quality, sea-reared Fjord Trout worthy of a premium position in the market.
Norway is producing approximately 70,000 tonnes (Whole Fish Equivalent) of Norwegian Fjord Trout and this volume has been stable for the last 5 years. Around 85-90% of this is being exported at a total value of NOK 2.3 billion in 2015. Our opportunity for the UK has been to introduce a new premium species in the red fish category, and we are very excited about this. The biggest Norwegian exporter and producer of Fjord Trout is Lerøy Seafood, who will be exporting Fjord Trout for Tesco’s new fish counter product from October 2016.
We urge shoppers who have been put off from the trout category, after tasting the earthy flavoured brown trout (farmed in muddy waters around Europe), to try Fjord Trout as it is a wonderfully vibrant fish with a deliciously pure flavour. There really is nothing quite like it.“
For more information about Norwegian Seafood Council click here