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Kosher market opens up major US market for island food company

Orkney Herring are enjoying growing export success in the States thanks to the Kosher status of their products and an innovative collaboration with a US Kosher fish specialist. In less than 3 years, US exports now accounts for 15 per cent of the company's annual turnover.

• Working with their Danish herring supplier and Raskin's, an American Kosher fish specialist, exports to the US began in 2008.
• In 2011, US exports account for 15 per cent of Orkney Herring's turnover.
• Orkney Herring is actively seeking further US distribution links and in 2011 attended The Boston International Seafood Show.
• Other existing export markets include Belgium, France and Italy.
• Orkney Herring takes sustainability seriously and they are certified with the Marine Stewardship Council (MSC) Chain of Custody standard for seafood traceability. They only source herring from suppliers that have been certified by the MSC.

Speaking about the range of products, sold under the Raskin's brand, Shlomo Raskin, the Brooklyn-based company's marketing director said: “The fact it comes from what's seen here as a remote island community offers us tremendous marketing possibilities. It comes with a fresh clean image and having visited Orkney to see where the sweet-cured herrings are produced, I'm delighted to vouch for the authenticity of that image.”

The Orkney Herring Company, which moved into a new, purpose-built factory in 2005, started exporting to the US in 2008 following an innovative collaboration between its then herring supplier, the Danish firm UniFish, and American Kosher fish specialists Raskin's.

Herring is very popular in Jewish cuisine, often eaten with crackers on Friday evenings or for Sabbath dinner on Saturdays.

Although Orkney Herring had already been Kosher accredited for 15 years, two rabbis flew in from New York before production of the new US range begun.

Additionally, to comply with strict rules governing Kosher food production, the factory closed for 48 hours before production started.

The opening up of the US market has been vital to the success of Orkney Herring. Sales to the US now account for 15 per cent of their turnover.

Next steps

Maintaining their competitiveness in overseas markets is critical for Orkney Herring and the company is actively seeking opportunities in other countries including Canada and the Middle East.

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