Aker BioMarine Joins GOED Coalition

OSLO, Norway—Aker BioMarine formally joined the GOED (Global Organization for EPA and DHA) Coalition at the steering committee level to help increase sales in the omega-3 market.

The coalition was formed to develop and execute an integrated consumer education, awareness and advocacy strategy, including a range of best-practice consumer engagement efforts to support consumer demand and strengthen the omega-3 category.

To maintain credibility with media and consumers, the program will be largely unbranded, focusing on growing consumer awareness of and preference for the important health benefits of omega-3 supplementation.

"Although krill sales are relatively stable, we believe it is the responsibility of all marine omega-3 players to come together for the good of the category," said Matts Johansen, COO, Aker BioMarine. "This coalition is exactly what the omega-3 market needs right now, so getting involved at the steering committee level was a straightforward decision for us."

A recent survey conducted by Aker BioMarine indicates that omega-3 supplement users want more alternatives to existing sources, helping the company further understand consumer behavior and demand.