Published 2021

Read in Norwegian

Publication details

Publisher : Nofima AS

International Standard Numbers :
Printed : 978-82-8296-700-6

Publication type : Nofima’s reports

Contributors : Heide, Morten; Voldnes, Gøril

Series : Nofima rapportserie 37/2021

Year : 2021

Research areas



Consumer insight

Societal impact

Market studies

If you have questions about the publication, you may contact Nofima’s Chief Librarian.

Kjetil Aune
Chief Librarian


When salmon are transported by plane, distribution accounts for the majority of emissions throughout the salmon's life cycle. The aim of this project was to gain knowledge about how a retailer in a major airfreight market (Japan) perceived the possibility of a transition from fresh airfreighted salmon to defrosted salmon transported frozen by boat. The results show that there are both challenges and opportunities to replace fresh with defrosted salmon in Japan. Challenges are related to high preferences for fresh salmon, limited focus on carbon emissions from the consumers, and generally lower willingness to pay for defrosted products. The possibilities lie in existing experience with eating defrosted products (e.g. tuna), reduction of food waste, and improved freezing and thawing technologies. The Japanese retailer thought it should be possible to replace some fresh with defrosted salmon if price and quality are satisfactory.


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