"Urbanisation and the urban market is an advantage for healthy and sustainable fishing communities, because unpolluted fish is healthy, and highly educated consumers in urban areas demand healthy and ecological food", says Lena Amalie Hamnes.

But the women don't believe that concerned consumers in Stockholm, Oslo or Berlin think about the communities in the costal areas along the Norwegian coast while they are shopping. "These people want first class fish. The costal fleet is sustainable and delivers the best quality of fresh fish. That the costal fleet also provides prosperity, employment and adds significantly to the culture along the coast makes this a win-win situation", says Hamnes.

With a number of stories about the faith of the coast under current coastal policy in Norway's biggest newspapers, the women-led network has managed to place fisheries policy back on the national political agenda in Norway within a year. Their main demand is a living coast and reversal of current centralized decisions.

The fisheries are Norway's second biggest industry after oil. Fishery is critical for the costal communities and exports for around 30 billions a year.

"The fishing policy concerns all Norwegians and can't be just an arena for the veterans in the business. Why can't Norway make a strategic choice and become the worlds most sustainable ethical and commercial deliver of fresh fish?" asks Lena Hamnes.

Hamnes is very critical to oil-drilling in Lofoten, and suggests the environmental movement should focus more on the economic values from fishery that are in jeopardy if the oil industry is allowed to take over, to be able to win this battle.

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