Norwegian salmon exporters and the changing structure of Japanese seafood distribution

Abstract

For many years Japan has been an important market for Norwegian salmon. At the same time Japan has been characterised by a complicated distribution structure with several layers of wholesalers and middlemen. Recently this system is challenged by new distribution patterns bypassing the traditional wholesale markets. This new system is characterised by more direct contact between producers, im-porters and retailers. This article analyses how Norwegian exporters and their Japanese customers handle these changes and what this means for their marketing strategy. The results from part of a wider research project and are presented in form of five megatrends currently characterizing the Ja-panese seafood market.