Norwegian Fjord Trout for a Healthy Heart

Norwegian Fjord Trout for a Healthy Heart campaign at AEON in conjunction with World Heart Day

Norway has the perfect living conditions for Fjord Trout, being surrounded by ice-cold waters with fjords stretching deep into its coastline. It is farmed in the ocean, in the pure, cold Norwegian fjords where seawater meets fresh meltwater from the glaciers and snow, in a process meeting the highest standards in regard to environment and sustainability.

‘Norwegian Fjord Trout for a Healthy Heart’ is the theme of a month-long campaign from 27 September to 27 October by the Norwegian Seafood Council in collaboration with AEON throughout the country. The campaign will be launched on 27 September at AEON in 1 Utama, Petaling Jaya by Her Excellency Gunn Jorid Roset, the Norwegian Ambassador to Malaysia.

“From our annual Seafood Consumer Insights, we know that Norway is the preferred country of origin for Malaysians when it comes to purchasing Fjord Trout,” said Asbjorn Warvik Rortveit, Norwegian Seafood Council’s Regional Director, South-East Asia. Norwegian Fjord Trout is gradually gaining popularity in Malaysia and this is evident as the export volume of fresh Norwegian Fjord Trout has increased significantly from 77 tonnes in 2010 to 1670 tonnes in 2018.

“Our survey also shows that Malaysians are known to choose Norwegian Fjord Trout for its health and nutritional benefits,” said Rortveit. The Norwegian Fjord Trout is packed with Omega-3 fatty acids, an essential nutrient for a healthy heart.

From 27 to 29 September, the Norwegian Fjord Trout will be showcased in cooking demos at AEON in 1 Utama. Shoppers will be shown how to cook simple and wholesome Norwegian Fjord Trout dishes at home.

We got to sample some really delicious Norwegian Fjord Trout in Teriyaki sauce at the cooking demo. This Abang Chef said all you have to do is marinate and goreng lightly in salt and pepper and at the end only put the teriyaki sauce.

Indra Balaratnam, Consultant Detitian sharing with us some wholesome and healthy recipes using the  fresh Norwegian Fjord Trout. I loved the fact that she shared some insight into nutrition intake and some facts to educate the public before starting her cooking demo. I find it very useful indeed.

 

She shared with the a group of eager (and hungry) crowd her recipe of an Easy Fjord Trout Seafood Pasta. She love playing with colours, hence her creation is absolutely lovely with the use of colourful vegetables like yellow capsicum, parsley, cherry tomatoes and not forgetting the Fjort Trout, 

EASY FJORD TROUT SEAFOOD PASTA RECIPE

Serves: 4

INGREDIENTS:

200 grams spaghettini pasta – cooked al dente as per packaged instructions

300 grams Fjord Trout – cut into cubes

200 grams prawns – peeled

8 cloves garlic – minced

100 grams cherry tomatoes – halved

80 grams yellow capsicum – deseeded and finely sliced

Bunch of parsley -- chopped

250 ml prawn stock

3 Tablespoons olive oil

Salt & crushed black pepper to taste

Sweet Paprika

Chili flakes (optional)

Method:

Marinate the Fjord Trout and prawns with paprika, salt and crushed black pepper for 10 minutes

Heat 1 Tablespoon of olive oil in a non-stick pan

Sautee half of the minced garlic, Fjord Trout and prawns until lightly pink. Remove from pan and set aside.

Heat 2 Tablespoons of the olive oil and sautee the remainder of the minced garlic

Add in the cherry tomatoes and sliced yellow capsicum. Stirfry for 2 minutes till slightly tender   

Toss in the spaghettini and mix well. Add in the prawn stock and simmer.

Mix in the cooked Fjord Trout and prawns with the spaghettini. Season with crush black pepper, salt and paprika to taste

Finally toss in the chopped parsley

Serve with extra chili flakes and wedge of lemon (optional)

Next, we got to sample her appetizing Fjort Trout Rasa Asam Pedas where it it's an EAST MEETS WEST DISH., combining our local belacan and spices with the Fjort Trout.

Here is here winning recipe: 

FJORD TROUT RASA ASAM PEDAS

Serves: 3 to 4

Ingredients:

500g Fjord Trout fillet – cut into chunks  

8 ladies fingers

3 stalks of lemongrass

1 torch ginger flower  

2 medium tomatoes

Few sprigs of daun kesom  (Vietnamese mint leaves)

2 Tablespoon sugar

4 Tablespoons tamarind pulp (asam jawa pulp) + 3 cups of water - strained

2 Tablespoons olive oil

Ingredients for the spice paste to be blended together:

15 dried chilies – soak in water (optional tip: You can remove the seeds if you want it less spicy)

1 medium red onion

4 cloves of garlic

1 Tablespoon fresh ginger

1 teaspoon-size square of belacan (shrimp paste)

1/3 teaspoon turmeric powder

METHOD:

·        In a non stick wok, gently heat the olive oil and sautee the blended spice paste for about 8 minutes until fragrant

·        Add in the lemon grass and torch ginger flower and stir in the spice paste

·        Add in the tamarind pulp water and bring to a slight simmer.

·        Add in the daun kesom and bring to a boil

·        Add the sugar to season.

·        Add in the ladies fingers and tomatoes. Cook for 2 minutes to blanch

·        Lastly, add the Fjord Trout and allow to cook for 2 more minutes until the fish is gently cooked.

·        Serve immediately with rice and vegetables

Shoppers got to view her cooking up close and personal.

Besides AEON, other partners participating in this campaign are Hospital Cardiac Vascular Sentral Kuala Lumpur (CVS) and HealthifyMe App.

 During the 3 days, there will be health talks by cardiologist consultant, dietician and fitness experts and activities such as free health checks, dietician advice and fitness advice. HealthifyMe dietician Mitra Prasad has created a 7 Day Meal Plan with Norwegian Fjord Trout.

Me getting my blood pressure checked and Yikes! Blood Test!

Throughout the month in all the AEON outlets, there will be giveaways with purchase of Norwegian Fjord Trout, health screening packages by CVS and Premium Access promotion by HealthifyMe App.

Free Gifts with Purchase

About Norwegian Fjord Trout

The Norwegian Fjord Trout has become very popular in Malaysia due to its unique taste, health benefits and appealing red colour. It has a similar appearance to salmon and is often sold in supermarkets as salmon trout or even as salmon, making consumers believe it is a type of salmon when in fact it is a whole different species.

Super fresh Norwegian Fjord Trout that is on sale at a promotion price at AEON 1 Utama.

The Fjord Trout grows to a weight of 2-5 kilos, which is a bit smaller than salmon. The skin of the Fjord Trout is similar to salmon, with a lustrous and silvery colour. Fjord Trout meat has a deep red-orange colour with white marbling that gives the fillets a luxurious feel. The meat has a healthy sheen and is firm, yet tender and mellow. Fjord Trout has a remarkably rich flavour with a pure aftertaste.

Norway is a world-renowned pioneer when it comes to modern trout and salmon farming. Generations of experience with harvesting from the sea, has given Norwegians unique knowledge in what it takes to manage these resources in the right way and deliver fish of the highest quality possible.

Norway is the second largest seafood exporter in the world, and the world’s largest producer of farmed Atlantic salmon and Fjord Trout. Harvesting from the seas has always been an important part of Norwegian culture and history. In fact, fishing was a vital premise for the first Norwegians being able to settle and live along the cold, windy coastline of this northern country.

For centuries seafood has been both a basic source of food and an important trade for Norway. This has given Norwegians unsurpassed knowledge and experience in every aspect of handling these precious treasures from the sea.

Norwegian Seafood Council

The Norwegian Seafood Council (NSC) is owned by the Ministry of Trade, Industry and Fisheries. The Norwegian seafood industry finances its activities through fees levied on all exports of Norwegian seafood. Headquartered in Tromsø, NSC has presence in major markets around the world aiming to increase the value of Norwegian seafood resources. NSC oversees the administration and use of the trademark “Seafood from Norway”, a joint value for the Norwegian seafood industry. Together with the industry, NSC aims to increase the demand for and consumption of seafood from Norway. For more information, please visit www.fromnorway.com.

“Seafood from Norway” Trademark

Seafood will always be an essential part of our diet. However, consumers today are increasingly focused on the origin of food, how it is produced and how it meets concerns regarding sustainability. Norway was built on its seafood industry and managing its ocean resources in a sustainable manner.

The new trademark “Seafood from Norway” is addressing these matters, founded on a genuine concern for environment. This trademark is a symbol of origin and quality for all Norwegian seafood, farmed or wild caught in Norway’s cold, clear waters.  Because there is no doubt about it: Origin matters.

About Asbjørn Warvik Rørtveit
Norwegian Seafood Council’s Regional Director, South-East Asia.

As Norwegian Seafood Council’s Regional Director, South-East Asia, Asbjørn Warvik Rørtveit is in charge of all regional activities in South-East Asia including Thailand, Malaysia, Singapore and Taiwan starting from August 2019. His primary role is to work closely with the Norwegian seafood exporters in the marketing of Norwegian seafood, and to oversee market reputation and risk management with the objective to increase the value and demand of Norwegian seafood among consumers throughout the region.

Asbjørn has a PhD in Marketing specializing in Consumer Behaviour from The Arctic University of Norway. He has an extensive background in marketing and market insights, having worked for 10 years with the Norwegian Seafood Council. He joined the Council in 2009 as Project Manager. He became Consumer Market Analyst in 2010, and the Director of Market Insight and Market Access in 2015.