Shaping the Future Brands of the Seafood Industry

Once the world’s largest marketplace for buyers and sellers of seafood, today Seafood Expo in Barcelona has evolved into a knowledge hub where technology, sustainability, and branding weigh as heavily as price and volume. This transformation reflects an industry compelled to rethink how it positions itself to meet the demands of the future.

For more than a decade, KIND has represented its clients at the world’s leading seafood exhibition. From wild-caught fisheries to sea- and land-based aquaculture, and from breakthrough sustainability solutions to world-class technology, the Expo has always been a showcase of progress. In recent years, the event has moved from Brussels to Barcelona, but the shift has been far deeper than geography. Year after year, our clients have helped set the agenda at a fair that is increasingly about ideas, innovation, and identity.

Seafood Expo Global has transformed from a trade floor into a platform for knowledge-sharing and dialogue. Sustainability is no longer a side topic, but a competitive factor shaping strategies, regulations, and product innovation. Technology, from automation to AI and advanced sensor solutions, is redefining production, efficiency, and value creation. At the same time, the Expo mirrors a new balance between globalisation and regional identity: while seafood is traded across the world, consumers are seeking authenticity, origin, and trust.

Most importantly, the Expo demonstrates that seafood is no longer just about commodities, it is about brands. Products increasingly compete not only on quality, but on perception, storytelling, and emotional connection. In this sense, the Expo acts as a mirror of the industry’s future: regenerative solutions, alternative proteins, and next-generation aquaculture are emerging alongside premium brands built on heritage, sustainability, and innovation.

Our clients exemplify this evolution.

• Stingray Marine Solutions delivers world-class, sustainable technology that is redefining fish health and welfare.

• Hima Seafood is building the world’s largest land-based trout facility, with regenerative aquaculture technology at its core.

• Coldwater Prawns of Norway, the nation’s largest shrimp exporter, harvests one of the world’s purest and healthiest products from the Arctic, certified under the strictest global sustainability standards.

At KIND, we believe that the future of seafood is as much about perception as production. For more than a decade, we have helped position companies not only in the marketplace but in the minds of consumers, investors, and stakeholders worldwide. At Seafood Expo Global, this shift is clearer than ever: those who succeed will be those who combine sustainability, technology, and world-class branding into a compelling, unified story.