Vote for the future!

Anita Viga from Skretting was one of the participants who voted on the 25 scenarios for the future of the marine industry. Twenty-five enthusiastic representatives from the marine industry used response indicators to vote on which trends are likely to occur and be of importance in the period to 2020.

Anita Viga from Skretting was one of the participants who voted on the 25 scenarios for the future of the marine industry.
Anita Viga from Skretting was one of the participants who voted on the 25 scenarios for the future of the marine industry.

Twenty-five enthusiastic representatives from the marine industry used response indicators to vote on which trends are likely to occur and be of importance in the period to 2020.

Their evaluation will impact on Nofima Marin’s corporate strategy.

The trend scenarios being voted on included "There will be fewer, but larger seafood companies in Norway", "Good fish welfare is taken for granted on the same level as safe food", "Asia contributes most to the growth in Norwegian seafood exports" and "The fleet has installed new and modern technology for gentle, efficient and hygienic onboard handling". The representatives voted on the probability that the 25 different trend scenarios will occur in 2020 and, if so, how important these will be for value-adding in the marine sector.

The voting session 1 April was followed up by a discussion among the participants, and the industry suggested which measures would be implemented if the various trend assertions occur. The suggestions will result in a corporate strategy for Nofima Marin, which industry representatives have played a part in forming.

Participants included Marine Harvest, the Ministry of Fisheries and Coastal Development, Ewos, Norwegian Seafood Export Council, ICA and Villa Organic. The Fisheries and Aquaculture Industry Research Fund is also an active participant in the strategy process.

Need objective research

The Marketing Director of Skretting, Anita Viga, was an active participant in the innovation gathering. "When you operate in your own field on a day-to-day basis, it’s good to widen your horizons together with other parts of the industry," says Viga.

She is also preoccupied with the need for objective research actors who know the industry. "We deal with innovation within our field, but we need reliable actors like Nofima, which can contribute to solving some of the industry’s common challenges."

Our best guess about the future

Nofima Marin uses pictures of the future as a tool to develop its professional strategy. The conventional way in a strategic process is to use today’s situation as a starting point and project that. Instead, Nofima Marin has chosen to ask how important actors in the marine industry think the situation in 2020 will be and which measures and requirements for competence will be necessary to tackle this situation. Nofima Marin then backdates the pictures of the future today’s situation and bases its strategy on this.

The process is being run in close collaboration with Hilde Skotland Mortvedt and Astrid Nilsson from Nofima Mat. They started to develop the tool in tandem with DNB Nor through a research project in 2004. It has now become a well tested tool at Nofima Mat.

The innovation gathering was part of several rounds of voting and in-depth interviews to be conducted by Nofima Marin before the new strategy is announced later in the year.

Win-win situation

Olai Einen, the Director of Research at Nofima Marin, is extremely satisfied with the participants’ efforts. ¬

"We received extremely useful suggestions about what the most important long-term challenges are and where it is important to focus research efforts in order to gain increased added-value in the industry," says Einen. "While the innovation gathering gives the industry the opportunity to influence the research in their own line of business, it also gives us broad foundation for the research we as an industry-oriented institute shall carry out."

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