Taste of Elegance

Pure Norwegian Seafood is an exporter of high-quality salmon that originates from the West Coast of Norway. We offer salmon that is produced after our own exclusive standards Pure Princess and Pure Diamond. We also deliver caviar, standard Atlantic salmon as well as freezing-and slaughter services.

The main office is located at rural Averøy along the north-west coast of Norway, far away from large cities and heavy industry. We are surrounded by a pure and beautiful nature that we will do our upmost to not disturb.

Through 100 years and 4 generations we have harvested knowledge and experience that is the key to produce seafood of the highest quality. The motto has always been to prioritize quality over expansion.

Our goal is to produce the best salmon in the world.

Our vision is to become the most sought after and valuable trademark of Norwegian salmon.

Read about our history below:


It all started in the 1920s when Torger Henden had to sustain a growing family. He got a 35 feet long fishing boat and started buying and producing various types of fish.


In 1950 Torger Henden and his oldest son Edvard establish their first fish reception, and created the company "Edvard T og Torger Henden", that eventually would become what we today know as Pure Norwegian Seafood.


After 23 years of experience and gathering of knowledge, Edvard and Terje put out their first batch of farmed fish at Averøy, in cages made of wood, used car tires and styrofoam pieces. The rainbow trout were fed shrimp shells to give the meat a rich red color. Quality has always been put first.


In the 90´s the company takes an active role in the development of the Norwegian fish farming adventure and gains a reputation for delivering salmon and trout of the best quality. The ambitions have always been to prioritize quality over growth.


In 2010, Eldar Arne Henden, representing the fourth generation of the Henden family, renamed the company to "Pure Norwegian Seafood AS" together with his brother-in-law Reidar Nygård.


We take a new step and start production of high-quality Caviar.


The following year we got certified for producing salmon after the French high quality standard "Label Rouge". At the time we were the only approved Norwegian salmon supplier for this standard.


In 2018 we started working together with the pioneer company Måsøval and Refsnes in slaughtering, selling, and producing Label Rouge.


Måsøval AS buys 100% of Pure Farming AS and acquires 65% of the stocks in Pure Norwegian Seafood AS.


We launch our brand new production standards Pure Princess and Pure Diamond, which are a result of many years of research and Label Rouge production. It´s a standard that is delivered to some of the most High-End customers in the world, like Balik.