Another example of the innovative mind of Nielsen was the idea of moving frozen fish from one side of the globe to the other and back again. The idea sounds crazy, but it solved the problem that the European market wasn’t getting enough cod in the late nineties, because fishing quotas were limiting the North Atlantic cod fishing.
Nielsen learned that there was lots of cod to be had from the Barents Sea at Murmansk and found out that there actually was money to be earned by shipping these cod to Qingdao in China in order to have them processed by skilled workers at fish factories there, before sending the fish back to Europe. Cutting the fish by hand, actually paid for the extra freight cost, because bigger yields meant bigger profit in Europe where cod prices were soaring.
Today we are among the largest importers of white fish in Europe.
Quality control
In 1995 we opened a NOWACO office in Qingdao in order to keep an eye on matters ourselves. It is of paramount importance to us, that the quality of the fish we buy and produce lives up to the specifications that our customers expect.
Not only for the sake of fish
A Hong Kong office was established in 1998, because of the increase of goods in and out of China. This way we could be closer to our customers in that area.
