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Iceland lags far behind Norway when it comes to funding research and development projects in the fisheries sector. If Norway's methodology were followed, funding for research and development would be around ISK 2 billion more per year.

Sveinn Margeirsson, CEO of Matís, raised the question at the recent general meeting of the Association of Fish Processing Plants whether Norway should be considered for research and development, and whether the Icelandic fisheries sector could be strengthened by adopting their methodology for financing.
Sveinn says that the value chain of the fisheries sector, fisheries and processing, underpins funds for fisheries-related research and development in Norway, as well as general research funds. Thus, Norway imposes taxes on the export value of marine products, which amounts to 1.05 percentage points of the total and returns ISK 11.4 billion. Comparable fees in Iceland would yield 2.3 billion, while the export value of marine products in this country was 220 billion in 2010.

Sveinn says that it is not unnatural in his mind, given the importance of the fishing industry in Iceland, that the industry has the most powerful tools for development. "Iceland is lagging behind the Norwegians in this respect, and in fact this applies to other countries. However, the comparison is very realistic with Norway, as we are outside the EU and the fisheries sector is very important in both countries. "

In 2010, AVS, the research fund of the Ministry of Fisheries and Agriculture, raised ISK 306 million, but the fund is financed from each year's budget. Sveinn says it is an exaggeration to say that the company finances the fund in Norway, but public funds are used here. Fishing and processing contribute to the community, which is utilized through the fund.

The Norwegian Fund, the FHF Fund, is managed by people appointed by the fisheries and aquaculture industry, as it was established on the initiative of the industry. The Minister appoints the board of AVS and is professionally responsible in Iceland.

Norway runs the Export Council for Seafood (Eksportudvalget), which has operations in twelve countries. The role is to analyze the position of Norwegian products in the markets, gather information about opportunities and promote promotion.

"We really have nothing comparable. After the sales organization changed its role, no Icelandic party is comparable. Many strong parties are marketing fish and seafood, but there is a smaller overall view of the industry's marketing in Iceland than in Norway, "says Sveinn.

For further information Sveinn Margeirsson CEO of Matís.

As in recent years, Matís does not send out traditional Christmas cards, but only cards in electronic form. Instead, Matís sponsors SKB, a sponsoring association for children with cancer

It is Matís' wish that the grant be put to good use and further support the excellent work that is already being done at SKB.

Further information can be found on SKB's website, www.skb.is.

Matís' report has been published with the results of a study that was set up with the aim of examining consumption habits and attitudes related to seafood among Icelanders aged 18-80.

A survey was set up online and letters were sent to a sample from Statistics Iceland in June 2011 and responses were received from 525 people. The aim was also to examine the changes that have taken place in Icelanders' attitudes and fish consumption since the last figures were published in 2006 for people aged 18-26. Attitudes and consumption of Icelanders were analyzed by gender, age, place of residence, education, monthly household income before tax, number in the household and number of children under 18 in the household.

On average, Icelanders eat fish as a main course about twice a week. Haddock is the most popular species on the tables of the people and is consumed about once a week, followed by cod. On average, Icelanders take fish oil about four times a week, but in total about half of Icelanders take fish oil daily and 62% three times a week or more. In general, Icelanders seem to eat fresh but frozen fish more often and very little is bought from prepared fish dishes chilled or frozen. Attitudes towards eating fish are generally very positive and the vast majority consider fish healthy and good. Most people believe that family has the most encouraging effect on fish consumption and that a wider budget, easier access to fresh fish and a wider range of fish could have an effect on increased fish consumption.

There is a big difference between fish consumption and the attitudes of men and women. Women prefer to buy food and place more emphasis on hygiene, freshness, accessibility and price. They are also of the opinion that it is expensive to eat fish. There was a significant difference between age groups, both in terms of total fish consumption frequency, consumption of different fish products and attitudes. Fish consumption increases with age, as does fish oil consumption. The emphasis on hygiene is lower among younger people. There was a difference in the consumption behavior and consumption of different fish species and products according to residence, which can probably be largely explained by traditions and different supply of fish. Most people, especially those in the older age group, find it rather expensive to eat fish. On the other hand, they find fish more valuable than younger ones. However, it seems that the youngest group is even willing to pay more for fish, as they are of the opinion that a wider range of ready-made fish dishes and fish dishes in restaurants could have an effect on increased fish consumption.

Positive changes have taken place in fish consumption and attitudes of people aged 18-26 in the last five years. This group is now more in favor of fish and the frequency of fish consumption has increased somewhat, which is mainly explained by increased fish consumption outside the home. Consumption of fish oil and diversity in the choice of seafood seems to have increased. In this age group, there has been an increase in the consumption of fresh fish, sushi, salted fish and chilled semi-prepared dishes.

The full report can be found here. Other reports and other published material from Matís can be found here.

For further information Kolbrún Sveinsdóttir at Matís.