It was important for VSV to take an outside-in approach based on knowledge above anything else. So together with Kunde & Co, a Corporate Religion project was initiated. After conducting research and interviews, Kunde & Co developed a survey which was completed by 39% of all VSV’s customers.
The test revealed the importance of VSV communicating the origin of its fish as an important driver of quality. Furthermore, it was clear that VSV had untapped potential in articulating how they created value throughout the value chain, compared to only focusing on the fish produce itself. This became the foundation for the new market position.