Fresh Ideas, Fresh Fish: YAS at NASF

By Konstancja Woźniacka, Sam Laurenson and Jack Jarvis

If you follow YAS on social media, you might have seen that we recently shared an invitation to an amazing opportunity for young professionals in the aquaculture sector, partially funded by the Fishmongers’ Company. We were thrilled when not one, not two, but three of our members were selected! Before we knew it, they were packing their bags—rainproof gear included—preparing for four days in Bergen.

Their itinerary included a bespoke seafood marketing workshop organised by NHH (Norwegian School of Economic), a visit to the Lingalaks salmon farm and its brand-new Nordhordland Akvasenter in Alver, and, finally, a 2.5-day pass to the NASF conference— the world's largest top executive seafood business conference. They lived, breathed, and ate seafood day and night, all in the beautiful setting of the rainiest city of Europe.

Upon their return, we caught up with them to hear about the highlights of their experience.

_ What were your expectations for the NASF conference and the NHH workshop? Did it meet expectations?

Jack:

Before the event, I had no experience of seafood marketing and have only attended academic/industry conferences previously. Therefore, I didn’t really know what to expect from the NHH workshop, and I was envisioning NASF to be structured similarly to an industry conference – a mix of research and company presentations. Instead, NASF gave deep insights into the numbers and the investments being made to progress the seafood sector in the coming decades. The NHH workshop took a different approach, focusing on how aligning brand positioning with consumer expectations is key, and highlighting the growing importance of ecommerce.

Konstancja:

I walked into the NHH workshop expecting a long lecture packed with overwhelming

slides — instead, I got an engaging deep dive into seafood marketing led by world-class experts. It challenged some of my assumptions and gave me insights I can apply to both my research and stakeholder work — even though neither directly focuses on salmon. NASF was a whole new experience compared to the smaller, academic events I’m used to. While I expected plenty of salmon talk (and wasn’t wrong!), there was also plenty for stakeholders in the whitefish sector and even a little something for those of us working outside of these areas. I particularly enjoyed the talks on general seafood sustainability and new technologies and I was surprised by how many of the challenges and innovations discussed could apply to shellfish too.

Sam:

I expected the conference to be a good opportunity to meet others in the seafood sector and some insights into marketing from the NHH. The actual conference and workshop exceeded these by a long shot. The expertise at NASF was incredible — and while I expected to meet people from different parts of the sector, I was surprised by how much crossover potential there really is. Whether engaging with academics, fishermen, processors or salmon farmers there was something to be learnt from everybody. We’re all relying on the sea or seafood to provide a sustainable career and that was a very strong common goal. The NHH experience was hugely valuable. Hearing from some of the real experts on marketing gave some insights that I didn’t expect.

What insights, trends, or innovations did you see in the seafood sector that could impact your work?

Jack:

My work concerns water quality in land-based systems and I was amazed by the various innovations and growth within this sector from flow-through, hybrid flow-through and RAS systems being constructed across the globe from America to China. This is in response to recent trends of climate change causing unfavourable conditions for traditional farming methods as well as stricter governmental regulations on water use and environmental impact. 

Konstancja: The conference showcased a wave of AI-powered, high-tech solutions reshaping seafood production — from sea lice-zapping lasers to environmental forecasting systems for salmon farms. I see enormous potential for applying these innovations in the shellfish sector. With high-resolution, site-specific data still a major barrier in bivalve aquaculture research, smart sensors could be a game-changer — helping model spat dispersion, investigate high mortality events, and assess ecosystem services. Pairing these innovations with open data-sharing platforms could also bridge the gap between industry needs and academic research.

Sam:

A very strong theme over the conference was collaboration. This is something I also believe could make a huge impact to the future of mussel farming. Learning from the technologically advanced and innovative salmon sector about how they raised the profile of the seafood, bringing the value of the product up globally was very inspiring. The advancements of technology and AI and their uses was also very interesting. Keeping up with technology is a relentless battle. Being able to embrace it for better monitoring of the environment, better forecasting for growth and even the uses for social media are something I’ll take away and try to bring to the mussel farming sector.

How can young professionals help the seafood industry adapt to changing consumer demands and market trends?

Jack:

Commonly, across the seafood industry, there is a need for YP to enter the sector as the workforce is of an older demographic. Young professionals can help drive change within the industry to align with growing consumer desires for more sustainable and welfare-driven products. Likewise, the buying habits of the younger generation have moved away from in-person purchasing and towards ecommerce and even live commerce. The experience of young professionals in this area can help transition industry marketing towards this new form of buying.

Konstancja:

Fresh ideas and new perspectives are key. Our generation consumes content differently — we’re more engaged through non-traditional platforms like TikTok and Instagram. By involving young professionals in shaping seafood messaging, companies can expand their outreach and make seafood more appealing to younger audiences. We also bring an early awareness of societal trends, like sustainability, which is a core priority for many of us. We actively seek to reduce our environmental impact, which means we place greater pressure on producers to be transparent and adopt sustainable solutions. As future decision-makers, we’re the next wave of consumers. Engaging young professionals now gives the industry a head start in adapting to the values and expectations that will define the market of the future.

Sam:

Young people are exactly what the industry needs. We need people with creative and innovative solutions to tackle problems — and to be ready for new ones that will arise in the future. If you look at how much the industry has developed over the last 40 years, the thought of where it’ll be in another 40 is really exciting. Food production will have to rise exponentially, and aquaculture is one of the best ways to achieve that sustainably. But that will only happen if young people enter the industry early, learn it, and grow with it. We’re all getting older, and unfortunately, enthusiasm and energy seem to deplete despite our best efforts to think young! Meeting some of the young people who are working in seafood, it’s so great to see their development and passion for a more sustainable future.

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At YAS, we believe that exposing early-career professionals to the broader seafood industry—its innovations, challenges, and trends—is key to shaping the future of sustainable aquaculture, yet financial barriers often make stand in the way. Seeing our members take part in such a dynamic event, engaging with industry leaders and gaining insights that extend beyond their specific areas of expertise, demonstrates just how valuable it is to create spaces where emerging voices can learn, contribute, and connect.

We’re incredibly grateful to the Fishmongers’ Company for making this opportunity possible, and to all the organisations that supported our members in attending. Investing in the next generation of seafood professionals isn’t just beneficial for them—it’s essential for the future of the industry.