Atlantic Salmon from Pure Norwegian Seafood AS is produced in the ocean along the North-West coast of Norway. We produce salmon where it naturally resides, the Atlantic Ocean, in line with nature. We are dependent on a clean ocean for our production and wish to contribute to a sustainable food production. We want to choose the best solutions for the climate and environment, both locally and globally.

We believe that production of seafood is part of the solution to an increased global need for food. The UN have defined a couple of goals for sustainability, and it’s important for us to incorporate some of these in our long-term strategy, towards 2030. This defines the direction for our contribution to a more sustainable global food consumption.
We believe that production of seafood is part of the solution to an increased global need for food. The UN have defined a couple of goals for sustainability, and it’s important for us to incorporate some of these in our long-term strategy, towards 2030. This defines the direction for our contribution to a more sustainable global food consumption.

2. Zero Hunger

According to the UN, global food production must increase by 70% within 2050 to be able to meet the global increasing need for food. Today, areas for land-based food production are to a large degree utilized, as well as fisheries being utilized to a breaking point. Aquaculture stands for between 2 and 4% of the global protein consumption, while there are still large areas with potential for production. We believe that there is still a large potential for sustainable growth in this industry, and that together with an increased seafood consumption, this can be a part of the solution. We have a goal of contributing with our share of the total growth over the next few years.

Illnesses affecting the fish welfare is one of the factors keeping the industry away from increasing the production volumes. One of our measures is leading an interdisciplinary science project researching effects and challenges associated with CMS. CMS is one of the widest spread heart diseases among farmed salmon. The intention behind the initiative is to get knowledge that contributes to reduce the occurrence of CMS, increasing the fish welfare as well as the production volumes.

3. Good health and well-being

In addition to being an effective source of protein, the salmon also serves as a healthy alternative to a traditional meat-based dinner. Increasing the availability of seafood is important to decrease the span of lifestyle and diet-related diseases.

For us, producing high quality salmon also means producing healthy salmon. That’s why we are passionate about producing salmon with a high content of Omega 3 and a low content of saturated fat. The feed we give our Pure Princess salmon contains 70% marine ingredients, and thus ensures a high content of EPA and DHA fatty acids. These fat acids have positive effects on the triglyceride levels in the blood, child development, cognitive functionality, and the immune system.

13. Climate action

The carbon footprint of a salmon is 7.9kg Co2, whereas cow meat has a carbon footprint of 39kg Co2. Increasing global seafood consumption contributes to decrease Co2 emissions (source: Mowi).

14. Life below water

The ocean is an important and precious resource. It's essential that all of us take measures to ensure that we have a sustainable seafood production. To enable this we have to redefine processes, drift, and make the right investments with an intention of cleaning, protecting and securing life below water.

Recently we have invested in a closed waiting cage that reduces the spreading of lice, and minimizing impacts on the ecosystem. We continuously work on reducing usage of chemicals and medicines in the sea. We stretch far by producing farmed salmon without leaving lasting traces in nature.

17. Partnership for the goals

For reaching the goals, we are dependent on an interdisciplinary cooperation. We work closely with science institutions, students, the government, other companies, and engineers to be able to innovate and develop the fish farming industry. Openness secures exchange of experiences, technology development as well as industrial growth. As a part of the Norwegian marine cluster, we have access to the best knowledge and technology, which we intend on using to drive the industry forward.


Executing a sustainable production, securing safe food products and having the best fish welfare is important for creating a salmon of high quality. Therefore, we are certified by the Global GAP standard that amongst other, measures fish walfare in every link of the value chain. Further, we are producing in accordance with the RSPCA standard that focuses on fish welfare. We also use a high content of marine ingredients in the feed. This comes with several health benefits, both for the salmon and the consumer.


Feed is the dominating factor for carbon emissions in salmon production. In accordance with our strict production standard for the Pure Princess salmon, we uphold specific and strict demands for the feed. Pure Princess salmon is fed a diet consisting of 70% marine feed. The sources of the marine ingredients are from sources that are either certified by Marine Trust, MSC or equivalent standards. All feed is locally produced after ISO 9001, ISO 14001, ISO 22000 and Global GAP standards. The feed consists of raw material free of GMO. This comes from a sustainable/quota regulated fishery and land based raw materials that come from a sustainable, anti-deforestation production. The feed is free from flour produced from land animals. Our feed comes from sustainable and traceable sources.

Fish welfare

We know that to be able to produce salmon of the highest quality, it is crucial that the salmon lives under the best conditions possible. That’s why we adapt our production to the RSPCA standard for fish welfare. We choose our roe according to the meat color, fat content, form, and resilience against illnesses. This is controlled within every purchase of roe. The roe is not genetically modified and originates from breeder fish that neither have been genetically modified. To preserve the fish welfare, we are making sure to have low density in our cages. We have a maximum of 20 kg salmon per cubic metre, which equals to a minimum of 99,8% water and a maximum of 0,2% fish. We use locations with access to oxygen rich and cold water.

Food safety

Our salmon is traceable all the way from hatching to slaughtering. We follow national surveillance programs that ensure that the salmon doesn´t contain dangerous substances. We also work actively throughout the value chain by controlling, securing, analyzing and surveilling to ensure a safe and healthy food production. In addition, we are certified by Global Gap, which is a standard that indicates a responsible and safe production with focus on fish welfare and the environment, the society, employers and food safety. The standard includes all chains, with a main focus on traceable and safe food.


This is a standard that secures a safe and responsible production. We are tested for our impact on animal welfare, the society, employers, and food safety. The standards also hold demands for the food being traceable through every step of the production process.


This system secures that production, handling, and turnover proceeds in a healthy and safe way. This means that we do risk analysis, uncovering critical control points in our production, with an extra focus on contamination, foreign substances and foreign bodies.