Morten Heide

Morten Heide is an Associate Professor at the Norwegian Fisheries College, part of UiT The Arctic University of Norway, based in Tromsø. His work focuses on consumer behavior, aquaculture marketing, and sustainability in seafood industries.

• Research interests include market entry barriers for novel seafood products (e.g., lumpfish in South Korea/Vietnam), consumer segmentation for sustainable aquaculture, and effects of innovative food processing technologies on emotional reactions.
• Collaborated on projects like SeaMark Deliverables (2022-2024) assessing market potential for marine ingredients and Cod farming development in Norway.
• Key methodologies involve conjoint analysis, sensory evaluation, and experimental design to understand consumer openness to marine-based innovations.
• Recent publications (2023-2024) explore freshness dimensions, climate-friendly transport of salmon, and recipe-driven seafood consumption.

Email: morten.heide@uit.no