Witzøe company snaps up premium salmon brand
The high quality Norwegian salmon brand SALMA has been sold to the seafood group Insula, it was announced yesterday.
Launched in 2016, the SALMA brand was suspended by its owner Bremnes Seashore towards the end of last year because it had been running at a loss. It had become a particular favourite with sushi lovers.
Bremnes Seashore CEO Linda Litlekalsøy Aase said at the time it had been a difficult but necessary decision.
Now, what has been described as Norway’s best known quality brand, has gone to Insula, who will be responsible for distribution and further development. The brand is likely to become available in Norway again, probably later in the year.
Insula (pictured) is overwhelmingly owned by Gustav Witzøe, founder of SalMar (no connection with SALMA) through the family’s investment company, Kverva.
It is thought SalMar will eventually take over production of the SALMA products.
Linda Litlekalsøy Aase said yesterday: “SALMA has been very important to the history of Bremnes Seashore. We are proud to have built a brand that has set the standard for quality and freshness in the Norwegian market.
“It has been a work characterized by innovation, courage and skilled people at all levels. Now we are happy that SALMA has found a new home at Insula – a company with strong brand expertise, a solid distribution network and, not least, talented and committed people who know the industry well.”
Insula Norway said it viewed the acquisition as an opportunity to preserve and further develop a brand with a unique position and quality.
The company’s Managing Director, Sigvald Rist, added: “SALMA is a lighthouse in the Norwegian seafood industry and the result of impressive brand building and product development over many years.
“We have great respect for the work Bremnes Seashore has put in, and would especially like to thank Olav Svendsen for his role as founder and driving force behind SALMA.”
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