Nordic Blu Salmon from Skjerstadfjorden will be sold at restaurants and stores in North America’s largest Italian restaurant and retail chain Eataly.
Text and photo – Salten Aqua
The deal was signed earlier this month when the American-Italian restaurant and store chain chose Nordic Blu Salmon as the sole supplier of salmon to its restaurants and stores across the country including locations in Boston, New York, Chicago, Las Vegas and Los Angeles.
The brand, which was launched about a year ago, is owned by the family companies Wenberg Fiskeoppdrett and Edelfarm who according to Geir Wenberg of Wenberg Fiskeoppdrett have now got their first breakthrough after having worked hard and made a lot of investments to make their own brand a success in this market.
In the USA, branding and history are an absolute must if you are going to succeed, and moving forward we will especially focus on market work that will strengthen branding and confidence in the salmon from the Skjerstadfjord, explains Wenberg.
Wenberg Fiskeoppdrett and Edelfarm work closely with the company CleanFish which functions as the seller and distributor in the United States. CleanFish is very highly regarded and works only with seafood that can document the highest score in terms of sustainability.
We are honoured that the first national agreement for Nordic Blu Salmon has been signed with Eataly, a brand that is respected around the world for quality and authenticity, says the CEO of CleanFish Mike Moniz.
Nordic Blu Salmon will be mentioned by name on the fresh produce counters and in their restaurant menus, and is now the only Atlantic salmon the stores will offer.
We worked a long time to find the most sustainable Atlantic salmon that also tasted good, so we are happy to now officially have a reliable partner, says meat and seafood quality manager at Eataly North America Peter Molinari.
At Eataly, we aim to provide our customers with the most sustainable fish that adheres to the most stringent guidelines and which has been audited by third-party companies. I was very happy when I came across Nordic Blu, since the brand exceeded our standards, explains Peter Molinari.
Nordic Blu Salmon, farmed by Wenberg Fiskeoppdrett and Edelfarm in Skjerstadfjorden, is the first and so far the only Atlantic salmon farmed in open pens which is considered “green”, best choice, by the Monterey Bay Aquarium Seafood Watch programme in the United States.
The Nordic Blu brand is based on the sustainability “rating” we have been awarded by Seafood Watch, which is recognition of the way we carry out our production and for the good environmental conditions in the Skjerstadfjord.
This is Monterey Bay Seafood Watch:
The Wenberg Fiskeoppdrett and Edelfarm salmon production in Skjerstadfjorden was in 2018 recommended as the best consumer choice according to the criteria of the acclaimed Monterey Bay Aquarium Seafood Watch® programme.
It is the production at Edelfarm AS, Wenberg fiskeoppdrett AS and Salten Stamfisk that is covered by the evaluation. The recommendation was made based on an assessment of stringent scientific criteria concerning the environmental condition of the fjord, and the extent to which operations safeguard environmental sustainability was critical to the outcome. This is the first open-sea based production of Atlantic salmon in the world to receive the top recommendation. In addition, the companies in Skjerstadfjorden score really well due to the existence of several years of good environmental data and research, and according to the Seafood Watch standard the overall environmental impact is low. From 10 main criteria, nine are rated in the best category. The final recommendation for salmon from Skjerstadfjorden was therefore also green and best choice.
The Monterey Bay Aquarium Seafood Watch is an independent environmental organisation working to safeguard the world’s oceans. Through consumer recommendations and seafood guides for a wide variety of species, they promote sustainable fisheries and aquaculture production.