Chef Daniel Canzian, new ambassador for Norwegian stockfish in Italy

The Norwegian Seafood Council has appointed Chef Daniel Canzian as the new ambassador for Norwegian stockfish in Italy to promote this product in the country's major cities. He is the thirteenth Italian chef to hold this title.

Canzian will highlight the characteristics and benefits of this traditional Norwegian product, strengthen its image, and encourage preference for it — a product that has long been used in Italian cuisine.

Regarding this announcement, he said: "Promoting stockfish means carrying forward a tradition with a modern vision, one defined by respect, simplicity, and identity."

In addition, he is originally from Veneto, one of the most important regions for stockfish in Italy, and has tens of thousands of followers on social media. Nowadays, he serves as president of Jeunes Restaurateurs, the international organization of young chefs.

"His dedication to regional traditions, his careful selection of ingredients, and his ability to combine creativity with authenticity make him the ideal interpreter to promote one of Norway’s most exclusive seafood products in Italy," noted Tom-Jørgen Gangsø, the Norwegian Seafood Council's representative in Italy.

Finally, another challenge the chef will face is increasing visibility and activities in major cities, beyond the traditional consumer regions. Milan will be the first area of focus, as it is a hub for culinary trends and migration, and it is where Canzian runs his namesake restaurant.

"Many newcomers bring their food traditions with them, and recently we've seen rising sales of convenient, ready-to-eat stockfish products," the Chef added.