PhD
+47 908 49 530
+47 77 62 90 97
morten.heide@nofima.no
Publications in Cristin
Tromsø
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Biography Morten Heide
I have worked as a scientist at Nofima in the department of Marketing Research since 2001. My research is on consumer and customer level, with a particular focus on product and market development.
I have worked with a wide range of projects on various species (and product forms) such as cod (fresh, thawed, clipfish, stockfish, farmed and live stored), salmon, herring, mackerel, saith and shrimp. The projects have been carried out in different countries and cultures such as Norway, France, Germany, Britain, Portugal, Spain, Ukraine, Poland, USA, Egypt, Nigeria and South Africa. I have worked with most of the value chain, from Norwegian fishermen, producers and exporters to foreign importers, wholesalers, processors, supermarket chains, restaurants and consumers.
I have long experience as a project manager, and I have participated in a number of projects. I have worked with projects with different objectives and issues, from new herring products to Germany and Ukraine, restaurant testing farmed cod in Norway and England, salmon to South Africa and French consumers’ perception of fresh and thawed cod. Many of the projects have focused on development and testing of new products and product forms in different market. These include ready-to-use stockfish, farmed and live stored cod, new herring and shrimp products, thawed codfillets and seafood souvenirs. I have a PhD from UIT – The Arctic University og Norway in marketing, Master in Fishery Science (Fiskerikandidat) from the Tromsø University, and have studied at the Univerity and Stirling and Wageningen University.
Morten Heide has 75 publications at Nofima:
Slik kan vi få mer av klimavennlig transport av norsk laks
Rotabakk, Bjørn Tore; Heide, Morten; Iversen, Audun; Bergman, Kristina; Ziegler, Friederike
2021
Olsen, Svein Ottar; Skallerud, Kåre; Heide, Morten
2021
Lorentzen, Grete Elisabeth; Ageeva, Tatiana Nikolaevna; Heide, Morten; Esaiassen, Margrethe
2020
Rotabakk, Bjørn Tore; Iversen, Audun; Heide, Morten; Bergman, Kristina; Ziegler, Friederike; Lerfall, Jørgen
2020
Heide, Morten; Altintzoglou, Themistoklis; Whitaker, Ragnhild Dragøy
2020
Heide, Morten
2020
Consumer reactions to communication about innovative processing technologies in iNOBox
Altintzoglou, Themistoklis; Heide, Morten
2020
Lorentzen, Grete Elisabeth; Ageeva, Tatiana Nikolaevna; Heide, Morten; Esaiassen, Margrethe
2020
Report 2, Arctic Food. Status, Value and Challenges for food production in Arctic Norway
Nøstvold, Bjørg Helen; Kvalvik, Ingrid; Heide, Morten; Govaerts, Florent; Hansen, Kristin Beate; Dalmannsdottir, Sigridur; Halland, Hilde; Vøllestad, Åse; Ramstad, Susanne
2019
Increased consumption of seafood in Norway – opportunities and barriers in Norwegian retail
Heide, Morten
2019
På tide med tint torsk. To forskere samtaler om torsk som er tint
Altintzoglou, Themistoklis; Heide, Morten
2018
Knowledge and experience basis for cod farming
Henriksen, Edgar; Heide, Morten; Hansen, Øyvind J; Mortensen, Atle
2018
The use of food quality and prestige-based benefits for consumer segmentation
Heide, Morten; Olsen, Svein Ottar
2018
Market opportunities and barriers for Norwegian Pacific oysters
Heide, Morten; Altintzoglou, Themistoklis; Honkanen, Pirjo
2017
The influence of Product, contextual and individual characteristics on Food evaluation
Heide, Morten
2017
Influence of packaging attributes on consumer evaluation of fresh cod
Heide, Morten; Olsen, Svein Ottar
2017
Altintzoglou, Themistoklis; Heide, Morten; Wien, Anders Hauge; Honkanen, Pirjo
2016
Rapport/Report 28/2016 – English summary
Lorentzen, Grete Elisabeth; Heide, Morten; Tobiassen, Torbjørn; Ageeva, Tatiana Nikolaevna
2016
Food souvenirs: buying behaviour of tourists in Norway
Altintzoglou, Themistoklis; Heide, Morten; Borch, Trude Kristin
2016
Altintzoglou, Themistoklis; Heide, Morten
2016
Sushi i Sør-Afrika. Sjuende artikkel i artikkelserie om Sør-Afrika
Heide, Morten; Egeness, Finn-Arne
2015
Markedet for laks i Sør-Afrika. Første artikkel i artikkelserie om Sør-Afrika
Heide, Morten; Egeness, Finn-Arne; Sogn-Grundvåg, Geir
2015
Egeness, Finn-Arne; Heide, Morten; Sogn-Grundvåg, Geir
2015
Tint laks i Sør-Afrika. Sjette artikkel i artikkelserie om Sør-Afrika
Egeness, Finn-Arne; Heide, Morten; Sogn-Grundvåg, Geir
2015
Markedsandeler for norsk laks i Sør-Afrika. Andre artikkel i artikkelserie om Sør-Afrika
Egeness, Finn-Arne; Heide, Morten; Sogn-Grundvåg, Geir
2015
Laks på menyen i Sør-Afrika. Femte artikkel i artikkelserie om Sør-Afrika
Egeness, Finn-Arne; Heide, Morten; Sogn-Grundvåg, Geir
2015
Egeness, Finn-Arne; Heide, Morten; Sogn-Grundvåg, Geir
2015
Targeting consumers of fish fillets based innovativeness and convenience orientation
Heide, Morten; Altintzoglou, Themistoklis
2015
Laks til Sør-Afrika – Sluttrapport FHF
Sogn-Grundvåg, Geir; Egeness, Finn-Arne; Heide, Morten
2015
Rapport/Report 21/2015 – English summary
Egeness, Finn-Arne; Heide, Morten; Sogn-Grundvåg, Geir
2015
Rapport/Report 18/2015 – English summary
Egeness, Finn-Arne; Heide, Morten; Honkanen, Pirjo; Sogn-Grundvåg, Geir
2015
Providing a food choice option increases children’s liking of fish as part of a meal
Altintzoglou, Themistoklis; Skuland, Aase Vorre; Carlehög, Mats; Sone, Izumi; Heide, Morten; Honkanen, Pirjo
2015
Rapport/Report 46/2014 English summary
Borch, Trude Kristin; Heide, Morten; Iversen, Audun; Altintzoglou, Themistoklis
2014
French consumer profiles' reactions to information on cod fillet products
Altintzoglou, Themistoklis; Heide, Morten; Carlehög, Mats
2014
Rapport/Report 24/2014 English summary
Heide, Morten; Skåra, Torstein; Sætren, Øyvind
2014
A comparison of French and English consumers expectations regarding labeled cod fillet products
Altintzoglou, Themistoklis; Heide, Morten
2014
Afrika er viktig for eksporten
Heide, Morten; Sogn-Grundvåg, Geir; Egeness, Finn-Arne
2013
Rapport/Report 47/2013, English summary
Sogn-Grundvåg, Geir; Egeness, Finn-Arne; Heide, Morten
2013
Rapport/Report 42/2013, English Summary
Heide, Morten; Voldnes, Gøril; Sogn-Grundvåg, Geir; Sone, Izumi
2013
Høykvalitetsprodukter med suksess i hjemmemarkedet
Sogn-Grundvåg, Geir; Heide, Morten
2013
Egeness, Finn-Arne; Heide, Morten
2013
Tobiassen, Torbjørn; Herland, Hilde; Heide, Morten; Østli, Jens; Sogn-Grundvåg, Geir; Midling, Kjell Øyvind; Erikson, Ulf Gøran; Digre, Hanne
2012
The influence of labelling on consumers' evaluations of fresh and thawed cod fillets in England
Altintzoglou, Themistoklis; Nøstvold, Bjørg Helen; Carlehög, Mats; Heide, Morten; Østli, Jens; Egeness, Finn-Arne
2012
Rapport/Report 49/2011 English summary
Heide, Morten; Altintzoglou, Themistoklis; Carlehög, Mats; Nøstvold, Bjørg Helen
2011
Co-production and time use. Influence on product evaluation
Heide, Morten; Olsen, Svein Ottar
2011
En mulighetsstudie for økt vekst innen innlandsoppdrett
Winther, Ulf; Ulgenes, Yngve; Heide, Morten; Haug, Lise; Uhlig, Christian; Jensen, Hallvard; Siikavuopio, Sten Ivar; Sæther, Bjørn-Steinar
2010
Markedsendringer i britiske supermarkedkjeder – tint blir ferskt
Egeness, Finn-Arne; Østli, Jens; Bendiksen, Bjørn Inge; Nøstvold, Bjørg Helen; Heide, Morten
2010
Rapport/Report 20/2010 English summary
Bjørklund, Oddrun; Asche, Frank; Sogn-Grundvåg, Geir; Tveterås, Ragnar; Honkanen, Pirjo; Voldnes, Gøril; Isaksen, John Roald; Heide, Morten
2010
Heide, Morten; Olsen, Svein Ottar; Dopico, Domingo C.
2010
Rapport/Report 20/2009 English summary
Heide, Morten; Utsi , Tove Aagnes; Østli, Jens
2009
Farmed Atlantic Cod: Perceived Quality and Attitudes Amongst European Restaurant Chefs
Bjørklund, Oddrun; Heide, Morten; Ottesen, Geir Grundvåg
2008
Olsen, Svein Ottar; Heide, Morten; Calvo, Domingo; Toften, Kjell
2008
Klippfisk – en samling populærvitenskapelige artikler
Østli, Jens; Heide, Morten; Reiertsen, Merit; Nøstvold, Bjørg Helen; Bjørkevoll, Ingebrigt
2007
Rapport/Report 11/2007 English summary
Aas, Kåre; Heide, Morten; Tobiassen, Torbjørn
2007
Rapport/Report 19/2006 English summary
Dreyer, Bent; Heide, Morten; Nøstvold, Bjørg Helen; Midling, Kjell Øyvind; Akse, Leif
2006
Market situation of Norwegian bacalao on the Mediterranean Spanish coast
Jornet, Lorena Gallart; Heide, Morten; Østli, Jens
2005
Rapport/Report 2/2004 English summary
Bjørkevoll, Ingebrigt; Heide, Morten; Østli, Jens
2004
Markedstest av oppdrettet torsk i det spanske restaurantsegmentet
Østli, Jens; Heide, Morten
2004
Tørkede fiskehoder. Etablering av en produksjonslinje for tørkede fiskehoder
Herland, Hilde; Heide, Morten; Tidemann, Even
2004
Preferanse for klippfisk i Lisboa, Portugal: Segmentering og muligheter for produktoptimalisering
Heide, Morten; Østli, Jens
2004
Heide, Morten; Johnsen, Oddrun; Tobiassen, Torbjørn; Østli, Jens; Hamnvik, Siri
2003
Kjøkkensjefer er en viktig ressurs i produktutvikling
Østli, Jens; Heide, Morten
2003
Markeds- og produktutvikling av tørrfisk i Nigeria
Heide, Morten; Richardsen, Roger Norvald
2002
Evaluation of wild cod versus wild caught, farmed raised cod from Norway by Dutch consumers
Luten, Joop; Kole, Adriaan; Schelvis, Rian; Veldman, Martine; Heide, Morten; Carlehög, Mats; Akse, Leif
2002
Sustainable afteruse of lumpfish
1. April 2020 – 1. April 2023
The main objective with the project is to provide the knowledge necessary to achieve sustainable exploitation of farmed lumpfish.
1. April 2018 – 31. March 2022
Teaming up with key industry and market players, iNOBox main goal is to integrate in the Norwegian food industry more efficient, profitable and sustainable processing, securing the supply of safe, high-quality and nutritious foods.