Publisher: Nofima AS
Number of pages: 28
International Standard Numbers:
Open Access: green
In this report we suggest growth strategies for Norwegian dried and salted saithe in Angola. Our findings show that the products are well adapted to the sales and distributionchannels’ wants and needs in the Angolan market, where a bulk-breaking-strategy in informal markets is the main distribution channel. Dried and salted Saithe, often called “makayabu” is mainly eaten by a particular group of people called the “bakongo”, who lives both in the Republic of Congo, The Democratic Republic of Congo and Angola. To grow, the Norwegian seafood industry needs to diversify into several sales channels and try to identify new consumers segments, which could eat dried and salted saithe. Market investments are necessary to meet these goals, both in the short and long run.