The Norwegian Seafood Council says the $22bn US sushi market means growing opportunities for Norwegian aquaculture producers, but innovation as well as communication on food safety are key.
A new study commissioned by the US National Fisheries Institute indicates sushi is growing well beyond traditional restaurant strongholds, with retail kiosks and younger consumers driving demand.
"After 30 years of selling our products in Japan for sushi restaurants, retailers and distributors, we think it is time to target the U.S.," said the company's CCO.