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With this move, the Dutch-Norwegian company seeks to guarantee long-term leadership stability after the integration and identity change.

After two months of decline, they grew again thanks to increased salmon volumes, especially to China, and high wild fish prices.

This initiative, running through autumn 2028, will deliver more content and campaigns.

In the first two months of 2026, Norway exported seafood worth NOK 28.5 billion, a decrease of 2.7%, compared with the same period in 2025.

Industry association Sjømatbedriftene says it will convene a committee to draft a national framework and roadmap aimed at improving fish welfare in aquaculture.

The decline contributed to the fall in total Norwegian seafood exports, which was not sharper because of strong demand for salmon in China.