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KIND and Hima

Branding the world's largest land-based trout farm

KIND is branding what will be, by far, the world's largest land-based trout fish farm. Hima Seafood is set to invest up to 80 million Euros in the project, which will see construction at Rjukan in Telemark scheduled to commence in May 2021.

Telemark is known for its deep crystal-clear waters protected by tall mountains. This is an environment where the trout thrives, and one now set to be the birthplace of a seafood superstar. Here, at Rjukan, Hima is going to establish the world’s largest land-based trout farm based on recirculation technology, also known as RAS. This technology is the most sustainable, scalable and environmentally friendly form of aquaculture production available today. When the facility is completed and fully operational, it will produce about 9,000 tonnes of trout, which is equivalent to 22,000,000 dinners per year.

Hima has entered into a collaboration with Osland Havbruk for roe deliveries to the facility, and also has entered into a partnership with Villa Seafood, which will be responsible for the sale, distribution and of the finished trout product.

“KIND is recognised as one of the best branding agencies in the world and has a unique track record in the seafood industry...We are targeting the global premium market, and in that respect there is no agency in the world that can position our brand better than KIND.”

Sten Falkum Chairman of the board at Hima Seafood

The best branding partner
KIND has been tasked with building a global premium seafood brand for this new initiative. Trout is a tasty delicacy, containing 30% less fat that salmon and, once launched, this exciting new business will provide a wealth of health on the global seafood market.

Chairman of the board at Hima Seafood, Sten Falkum commented: “KIND is recognised as one of the best branding agencies in the world and has a unique track record in the seafood industry. From the outset, we were determined that we wanted to have KIND with us on this venture and we are delighted to now call them our branding partner. We are targeting the global premium market, and in that respect there is no agency in the world that can position our brand better than KIND.”

Tom Emil Olsen, CEO and Founder of KIND added: “Trout is a natural premium delicacy. With the unique location, the pristine waters, and the people and the competence behind this initiative, we have great faith in this being a global success. And we are very excited about working with the Hima team and their partners.”

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