The Best Fish, Through Bergen

Seaborn is a Bergen-based organisation that specialises in the sale and distribution of Norwegian salmon and fjord trout, as well as Icelandic salmon. It represents a collective of 54 production licences by independent, family-owned fish farms.

Beginning with a staff of eight employees in 2001, Seaborn had a turnover of NOK 1 billion by 2006. Last year, it had a record volume and turnover of 118,000 tons and NOK 7.5 billion respectively.
 

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“When we started (in 2001), there were “turbulences” in the market. Several independent fish farmers couldn’t continue because the market was very tough, market prices were low and it was really difficult,” said Maria Barroso, Seaborn’s Chief Marketing Officer.

Maria Barroso, Chief Marketing Officer, Seaborn (Photo © Maria Barroso/Seaborn)

She added that Seaborn is the link between the producers and the market. This is especially vital for many of these farms that have been operating for generations and contribute to their local economies by creating jobs and driving value.

“We find that when we tell this story to our customers, they appreciate it because our stakeholders (fish farmers) keep their own identity as independent fish farmers,” said Barroso. “Our customers tend to identify with this because it reminds them of David vs. Goliath, and we have a lot of Davids along the coast”.

Bergen-Based Benefits

Greater Bergen is no stranger to the fishing game. From its roots as a Hanseatic port, Bergen has and continues to serve as a key hub for fishing and seafood innovation. Recognising this, Seaborn chose to open its headquarters in Bergen, citing its history and industry growth.

“Those who know the history also know the value of the region’s tradition in fishing and export, especially since it can be traced as far back as the middle ages,” mentioned Barroso. “Although our stakeholders are spread along the Norwegian coast, Bergen is the “capital of salmon” today, and the “capital of the fjords” as well”.
 

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Barroso also highlighted the region’s skilled and qualified labour force as an appealing aspect of Greater Bergen. With the various educational and research institutes in the region, Seaborn has enjoyed access to a steady stream of potential “Seaborners”.

“This was our decision in 2001 and we don’t regret it”, summarised Barroso.

From Norwegian Farms to Global Markets

Since its inception, Seaborn has operated under a model that was structured for growth and expansion, both across markets and regions. It currently exports and distributes its products to over 60 countries worldwide, with 70% of its activities concentrated in Europe.

Overall, this business model has been successful for the organisation, as well as for the independent farmers at large. This was evident in its most recent figures.

Contributing to Sustainability

Like many organisations operating in Greater Bergen, Seaborn has been making efforts toward sustainable business practices.

Seaborn stakeholders have published individual environmental accountability reports, outlining their efforts toward sustainable fish farming practices. In addition, Seaborn uses specially designed “green polyethylene” plastic bags for their value-added products. They are partially made from bio-based plastic. These efforts have helped to lower Seaborn’s carbon footprint, with plans underway to develop a “100% recyclable” plastic for packing.   

Another focus for the organisation has been offering customers more organic products. To this effect, Seaborn is already exporting organic salmon and will soon offer organic trout as well.

“Like many others, we’re working towards the UN Sustainable Development Goals”, said Barroso. “We’re taking steps in the right direction towards sustainability”.

Seaborn’s efforts, as well as its quality, have not gone unnoticed. To date, Seaborn products have received a number of certifications from governing bodies worldwide.

“We have a very good reputation when it comes to the quality of our products and our work in selling and distributing said products, and this is evident in our customer’s satisfaction,” said Barroso.
 

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Moving Forward

Seaborn has enjoyed amazing success and growth since its formation. Not only has its annual volume and turnover grown, but so has its staff, reaching over 50 employees worldwide.

“I can’t say there has been one specific driver for this success,” said Barroso. “It helps that we’ve surrounded ourselves with a lot of amazing, dedicated people”.

As Seaborn continues into the new year, their ambitions, and confidence as a brand, will continue to grow. “We’re no longer the tiny exporter. We’re now one of the biggest names in the game,” said Barroso

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Our organisation can provide information, introductions to useful contacts, and even help you to find your ideal business location in Greater Bergen. If you’re interested in these services, simply get in touch with us today.