‘’Our mission is to make pure North Atlantic seafood available for the world.’’

Our ambition for 2025 is to have grown our company, but not with just salmon alone. This we will achieve by focusing on sustainability, diversification and brand building. We will be frontrunners in our industry when it comes to data-driven business and digitalization. Locally we’ll be known as the workplace where people develop and grow.

We have summarized our ambition 2025 in 6 goals:

World wide presence

By 2025 we will have a weekly recurring customer base on 4 continents. 50% of our turnover will come from overseas markets.


By 2025 two-thirds of all our seafood will be either MSC, ASC or Organic certified.

Product Diversification

By 2025 10% of our revenue will come from our white fish category.

Brand building

By 2025 the sales of our brand portfolio surpasses 10 million euro and will be listed at retail chains in five countries on 2 continents.

Data & Digitalization

By 2025 we will be a data driven company with a strong omnichannel market presence. All our business and production processes will be real time accessible and 100% digital.


By 2025 we will have reimbursed as many trainings, courses and other forms of education as we have people on our payroll.