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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


Temperature fluctuations in processing and distribution: Effect on the shelf life of fresh cod fillets (Gadus morhua L.)

Lorentzen, Grete Elisabeth; Ageeva, Tatiana Nikolaevna; Heide, Morten; Esaiassen, Margrethe


Mer miljøvennlig laks

Rotabakk, Bjørn Tore; Iversen, Audun; Heide, Morten; Bergman, Kristina; Ziegler, Friederike; Lerfall, Jørgen


Temperature fluctuations in processing and distribution: Effect on the shelf life of fresh cod fillets (Gadus morhua L.)

Lorentzen, Grete Elisabeth; Ageeva, Tatiana Nikolaevna; Heide, Morten; Esaiassen, Margrethe


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


Knowledge and experience basis for cod farming

Henriksen, Edgar; Heide, Morten; Hansen, Øyvind J; Mortensen, Atle


Market opportunities and barriers for Norwegian Pacific oysters

Heide, Morten; Altintzoglou, Themistoklis; Honkanen, Pirjo


Traditional Sushi for Modern Consumers: A Comparison Between Sushi Consumption Behavior in Japan and Norway

Altintzoglou, Themistoklis; Heide, Morten; Wien, Anders Hauge; Honkanen, Pirjo


Rapport/Report 28/2016 – English summary

Lorentzen, Grete Elisabeth; Heide, Morten; Tobiassen, Torbjørn; Ageeva, Tatiana Nikolaevna


Food souvenirs: buying behaviour of tourists in Norway

Altintzoglou, Themistoklis; Heide, Morten; Borch, Trude Kristin


Laks til Sør-Afrika – Sluttrapport FHF

Sogn-Grundvåg, Geir; Egeness, Finn-Arne; Heide, Morten


Rapport/Report 21/2015 – English summary

Egeness, Finn-Arne; Heide, Morten; Sogn-Grundvåg, Geir


Rapport/Report 18/2015 – English summary

Egeness, Finn-Arne; Heide, Morten; Honkanen, Pirjo; Sogn-Grundvåg, Geir


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


Rapport/Report 46/2014 English summary

Borch, Trude Kristin; Heide, Morten; Iversen, Audun; Altintzoglou, Themistoklis


Rapport/Report 44/2014 English summary

Heide, Morten; Nøstvold, Bjørg Helen


Rapport/Report 30/2014, English Summary

Egeness, Finn-Arne; Heide, Morten


French consumer profiles' reactions to information on cod fillet products

Altintzoglou, Themistoklis; Heide, Morten; Carlehög, Mats


Rapport/Report 24/2014 English summary

Heide, Morten; Skåra, Torstein; Sætren, Øyvind


Afrika er viktig for eksporten

Heide, Morten; Sogn-Grundvåg, Geir; Egeness, Finn-Arne


Rapport/Report 47/2013, English summary

Sogn-Grundvåg, Geir; Egeness, Finn-Arne; Heide, Morten


Rapport/Report 42/2013, English Summary

Heide, Morten; Voldnes, Gøril; Sogn-Grundvåg, Geir; Sone, Izumi


Report 3/2013, English Summary

Heide, Morten; Henriksen, Edgar


Report 7/2013, English Summary

Heide, Morten; Sogn-Grundvåg, Geir


Rapport/Report 32/2012

Tobiassen, Torbjørn; Herland, Hilde; Heide, Morten; Østli, Jens; Sogn-Grundvåg, Geir; Midling, Kjell Øyvind; Erikson, Ulf Gøran; Digre, Hanne


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


Rapport/Report 49/2011 English summary

Heide, Morten; Altintzoglou, Themistoklis; Carlehög, Mats; Nøstvold, Bjørg Helen


Rapport/Report 40/2011 English summary

Voldnes, Gøril; Heide, Morten


Rapport/Report 23/2011 english summar

Heide, Morten; Carlehög, Mats


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


Markedsendringer i britiske supermarkedkjeder – tint blir ferskt

Egeness, Finn-Arne; Østli, Jens; Bendiksen, Bjørn Inge; Nøstvold, Bjørg Helen; Heide, Morten


Rapport/Report 20/2010 English summary

Bjørklund, Oddrun; Asche, Frank; Sogn-Grundvåg, Geir; Tveterås, Ragnar; Honkanen, Pirjo; Voldnes, Gøril; Isaksen, John Roald; Heide, Morten


Rapport/Report 20/2009 English summary

Heide, Morten; Utsi , Tove Aagnes; Østli, Jens


Klippfisk – en samling populærvitenskapelige artikler

Østli, Jens; Heide, Morten; Reiertsen, Merit; Nøstvold, Bjørg Helen; Bjørkevoll, Ingebrigt


Rapport/Report 11/2007 English summary

Aas, Kåre; Heide, Morten; Tobiassen, Torbjørn


Rapport/Report 19/2006 English summary

Dreyer, Bent; Heide, Morten; Nøstvold, Bjørg Helen; Midling, Kjell Øyvind; Akse, Leif


Market situation of Norwegian bacalao on the Mediterranean Spanish coast

Jornet, Lorena Gallart; Heide, Morten; Østli, Jens


Rapport/Report 2/2004 English summary

Bjørkevoll, Ingebrigt; Heide, Morten; Østli, Jens


Rapport/Report 10/2003 English summary

Heide, Morten; Bjørkevoll, Ingebrigt


Opplevd kvalitet og image til oppdrettet og oppfôret torsk i det norske og engelske restaurantsegmentet

Heide, Morten; Johnsen, Oddrun; Tobiassen, Torbjørn; Østli, Jens; Hamnvik, Siri


Rapport/Report 21/2002 English summary

Heide, Morten; Aschan, Michaela


Markeds- og produktutvikling av tørrfisk i Nigeria

Heide, Morten; Richardsen, Roger Norvald


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


Rapport/Report 12/2001 English summary

Johansen, Jan Arvid; Heide, Morten