Is it really true that Norway helped put salmon in sushi?

Absolutely.

It is true.

My background is that I have been working twice, two periods for the Seafood Council, one as country director for France and the UK, and now just recently I came back from five and a half years in Japan, being responsible for Japan and South Korea.

And I've seen it with my own eyes.

I've talked a story about how Norwegian salmon was introduced into the Japanese market.

And it's true that without the Norwegian salmon, we wouldn't today see salmon on the nigiri or in the sushi category around the world.

But what do you think or why do you think more and more consumers care about where the fish come from? And what do you hope that they think when they see that the salmon is from Norway?