JB Kvaroy Arctic Case Study

jenniferbushman

KVARØY

ARCTIC

2020


TABLE OF

CONTENTS

BRAND EVOLUTION 2

UPDATED BRAND 3

A NAME 4

PHOTOGRAPHY 5

NEW WEBSITE 6

SUSTAINABLE PACKAGING 7

SEAFOOD EXPO OF NORTH AMERICA- 2020 8

TABLE OF CONTENTS

PRODUCT EVOLUTION 9

THE FIRST EVER SALMON HOT DOG 10

THE KVARØY ARCTIC BURGER 11

ROPE HUNG SMOKED SALMON 12

SALES 13

COMPETITIVE SELLING PRACTICES 14

SALES SUMMIT AGENDA 15

CURRENT ARTICLES 16

KVARØY KIDS 22

KVARØY KLIPS 24

SOCIAL MEDIA 26

EVENTS 31

VIRTUAL EVENTS 41

Page 1


BRAND

EVOLUTION

KVARØY ARCTIC IS BORN


BRAND EVOLUTION

2020

UPDATED BRAND

Times change. People

change. And the identities

must to evolve. Evolution

can be a powerful ally. With

Kvarøy Arctic this evolution

was rooted in transformation.

Building a brand that made

it to more relevant and

connected to the farm,

the people and the island.

Page 3


BRAND EVOLUTION

MORE MEMORABLE,

EVOCATIVE NAME.

A NAME

THE SEARCH TO STRIKE THE THE RIGHT

PERSONALITY AND TONE OF VOICE

Chosen carefully, the most successful brand names

initiate the conversation with customers, develop

interest, suggest provenance and invite exploration.

The name “Kvarøy Arctic“ highlights the core values and

propositions of the company, attracts the attention and

gains appreciation of our target customer.

MODERN IDENTITY,

RETAINING HERITAGE.

Page 4


BRAND EVOLUTION

PHOTOGRAPHY

Photography creates awareness and brand building,

the investment in strong photos for a culinary brand

is essential. It sets the tone and creates recognition

for the fish and familiarity to the brand that we are

building. It established the standard and reputation

that is uniquely- Kvarøy Arctic.

Page 5


W E P R AC T I C E

SUSTAINABILITY

PRISTINE

WATERS

EQUALS

PRISTINE

FISH

PLACE PEOPLE SUSTAINABILITY SALMON BLOG FIND

BRAND EVOLUTION

“WE MUST LEAVE THE EN-

VIRONMENT IN THE SAME

OR BETTER SHAPE THAN

WHEN WE BEGAN.”

—Alf-Gøren Knutsen / CEO / Kvarøy Arctic

Our pens are fallowed 3x longer than required. We

farm for 16 months and allow the water to be

undisturbed for 6 to 8 months—by choice.

SYMBIOTIC

VS

ANTIBIOTICS

Our loveable lumpsuckers enjoy eating the

sea lice off of other fish. This means we

don’t need to use antibiotics and our

salmon are naturally lice-free. People said it

was impossible because it was too cold up

north to use fish to each sea lice, but our

lumpsuckers have been a great success!

FIRST TO USE

BLOCKCHAIN

Having access to pure, unaltered data

collected directly from the source

allows people anywhere to buy what

they truly want.

FISH-IN / FISH-OUT:

LESS THAN 1/2 : 1

We use less .48 of a f ish to

produce a full grown, healthy

CLEANER FEED

FOR

HEALTHIER FISH

With Biomar, we invested in developing

in new feed using the trimmings

from processed North Atlantic wild

fish caught in Marine Stewardship

Council Certified fisheries and then

cleaned to dramatically reduce PCBs.

NEW WEBSITE

The importance of a

website for marketing

extends to every aspect

of our digital marketing

strategy. As the backbone

of the Kvarøy Arctic

online presence, every

type of communication,

piece of content, or

advertisement that we

put online drives the

consumer back to our

website. Our website

gives a clear idea of not

just what we do but WHY

we do it.

Kvarøy Arctic salmon

Operating as a responsible

salmon farm at scale, we are a

net producer of f ish protein.

R E S P O N S I B L E ST E WA R D S H I P

PLACE PEOPLE SUSTAINABILITY SALMON BLOG FIND CUSTOMER PORTAL CONTACT

Page 6


BRAND EVOLUTION

SUSTAINABLE PACKAGING

RECYCLABLE CORRUGATED SHIPPER

At Kvarøy Arctic, we are building a company that is

good for people + the environment. We set out to

catalyze actionable improvements in our packaging

from styrofoam to recyclable material and lend an

authoritative voice on issues related to packaging

sustainability.

Page 7


BRAND EVOLUTION

SEAFOOD EXPO OF NORTH

AMERICA- 2020

For our first show, we wanted to create an immersive

trade show exhibit that put Kvarøy Arctic on the map.

This activation was meant to bring the experience of

the farm to Boston. From an interactive virtual farm

experience, to the scaled net pen to the Arctic Circle

Symbol and a kitchen with a celebrated chef cooking

Kvarøy Arctic inspired Norwegian dishes, the intention

of this booth was to bring a clear expression of

provenance to the show.

Page 8


PRODUCT

EVOLUTION

MEETING THE

MARKET MOMENT


PRODUCT EVOLUTION

RELEASE DATE:

THE FIRST EVER

SALMON HOT DOG

From the first bite, it‘s obvious that Kvarøy Arctic

Salmon Dogs are a step above the rest and offer

a unique dining experience you are sure to savor

long after the last bite. The natural casing offers

the perfect snap, with good flavor that is a perfect

take on this iconic staple. The Kvarøy Arctic

Salmon Dog tastefully redefines this all-time

culinary favorite.

Page 10


PRODUCT EVOLUTION

THE KVARØY

ARCTIC BURGER

Easy to prepare, Kvarøy Arctic Salmon

Burgers can be served any day of the

week, with no advance planning. They

go straight from the freezer to the grill

or pan... no thawing necessary. Unlike

the sub-par, flavorless salmon burgers

available in the United States, The

Kvarøy Arctic burger offers something

delicious in flavors everyone will love!

runt mollit anim id est laborum.

Page 11


PRODUCT EVOLUTION

ROPE HUNG

SMOKED SALMON

Our pure Atlantic Salmon is seasoned, gently cured,

then traditionally cold smoked at 27 degrees C over

locally sourced wood chips from the hills of Santa

Barbara, CA to naturally enhance the cured fish with

flavor that will fill the mouth with citrus, salt and fish

oils with a scent of pine needles. In collaboration

with Santa Barbara Smokehouse and distributed

nationwide, we have offered our Kvarøy Arctic Rope

Hung Salmon.

Page 12


SALES

COMPETITIVE

SELLING STRATEGY


SALES

2020

COMPETITIVE

SELLING PRACTICES

From the hiring of a sales team to focus on selling

into specialty retail, restaurants and large food

service contracts, the Kvarøy Arctic team has

designed a strategy where the salmon is ready to

meet the market where it sits at any given moment.

Page 14


SALES

01/13/2020

SALES SUMMIT AGENDA

The sales summit created what was an essential

foundation as the team came together to determine

what we thought should be our focus and

intention for sales and marketing in 2020. This

included a channel strategy as well as a pipeline

development plan. It also gave us the chance to get

to know one another, to connect and to form a bond

that knowing what we know now, became a very

significant piece as we worked remotely. This

summit agenda gives a sense of our brainstorming

work, even in the face of Covid and how we have

applied those learnings.

Page 15


CURRENT

ARTICLES

KVARØY IN THE NEWS


CURRENT ARTICLES

FORBES

THE WORLD‘S BEST

SEAFOOD DELIVERY

SERVICES

Page 17


CURRENT ARTICLES

SUNSET MAGAZINE

OUR FAVORITE

SUSTAINABLE

SEAFOOD DELIVERY

BOXES

Page 18


ROBB REPORT

ROBB

RECOMMENDS

CURRENT ARTICLES

Page 19


CURRENT ARTICLES

DEPARTURES

THE IMMOVABLE

FEAST

Page 20


CURRENT ARTICLES

MOMS.COM

EXCLUSIVE:

JENNIFER

BUSHMAN ON

HOW TO TRAIN

KIDS TO EAT

HEALTHY

Page 21


KVARØY

KIDS

LEARNING AT HOME TO MAKE

A DIFFERENCE IN THE WORLD


KVARØY KIDS

KVARØY KIDS

One of the most important topics for all

generations to understand is where our

food comes from, and why it matters.

By exploring sustainable food production

with our kids, we’re equipping them with

a fundamental knowledge that ultimately

supports the overall health of our

oceans, planet, animals, and people. To

spark excitement, creativity, and conversation

— Kvarøy Arctic collaborated with

homeschool tutors and teachers,

registered dietitians, The Marine Mammal

Center, as well sustainability experts to

develop a series of A.C.T.S. ( Art, Culinary,

Technology, Science) activities that

encourage kids to learn and experience

sustainable aquaculture in a fun way!

Page 23


KVARØY

KLIPS

INSIDER NEWS


KVARØY KLIPS

KVARØY KLIPS

Page 25


SOCIAL

MEDIA


SOCIAL MEDIA

SOCIAL MEDIA

Page 27


SOCIAL MEDIA

Page 28


SOCIAL MEDIA

Page 29


SOCIAL MEDIA

FINALIST

SHORTY AWARDS FINALIST

The Shorty Awards honor the best of social media

and digital by recognizing the influencers, creators,

brands and organizations on Facebook, Twitter,

YouTube, Instagram, TikTok and more. Past winners

include Taylor Swift, Michelle Obama, DJ Khaled,

Rebel Wilson, Shangela, The Try Guys, Rickey

Thompson, and more. In 2020, Kvaroy Arctic was

nominated with Chipotle, Bacardi, Pepsico and

Pernod Ricard North America.

Page 30


EVENTS


EVENTS

11/03/2020

FEED THE VOTE - THE

FUTURE IN YOUR HANDS.

A double entendre that means exercising the

right to VOTE for the future you want AND

sustainable aquaculture’s place in the future

of our food system. We mobilized in Boston,

Washington D.C., Miami, Salt Lake City, Los

Angeles, and Oakland, handing out over 5,000

hot dogs and bottles of water. In each city, we

were not alone. We joined forces with food

trucks and restaurants, chefs and individuals,

to quite literally FEED THE VOTE.

Page 32


EVENTS

11/03/2020

FEED THE VOTE - THE

FUTURE IN YOUR HANDS.

Page 33


I AM BETTER THAN I WAS

YESTERDAY BUT NOT AS GOOD

AS I WILL BE TOMORROW.

NANCY BATISTA CASWELL,

FOUNDER OF OAK AND ROWAN

EVENTS

03/16/2020

TASTE OF THE ARCTIC

AT OAK+ROWAN

BOSTON, MA

Taste of the Arctic at Oak+Rowan provided the

chance for chefs, partners and our local

champion Nancy Matheson-Burns from Dole

and Bailey to feature Kvarøy Arctic Salmon.

Presented along side locally-sourced sourced

ingredients on the last night before the city of

Boston was put on “Stay in Place” orders. Top

Chef Adrienne Cheatham presented the story of

the farm and the tasting of the salmon, virtually

while Eastern Sales Manager held an iPad above

the table so that all could enjoy her presentation.

Page 34


EVENTS

03/06/2020

JAMES BEARD FOUNDATION

TASTE AMERICA

SAN FRANCISCO, CA

The James Beard Foundation is a nonprofit

organization whose mission is to celebrate,

nurture, and honor chefs and other leaders

making America‘s food culture more delicious,

diverse, and sustainable for everyone. The Taste

America series takes place in cities throughout

the United States, raising much needed dollars

for their “Food for Good” initiative.

Page 35


EVENTS

02/26/2020

JBF HOUSE DINNER

NEW YORK, NY

The James Beard House, located on 12th Street

between Sixth and Seventh Avenues in

Manhattan’s Chelsea neighborhood, was once

the longtime home of legendary gastronome

James Beard. Established after his passing in

1986, the home is now the headquarters of

the James Beard Foundation, which is perhaps

best known for bestowing the annual James

Beard Awards on the best chefs and restaurants

in the country. But the non-profit actually

offers “a variety of events and programs

designed to educate, inspire, entertain, and

foster a deeper understanding of our culinary

culture,” according to their website, “with

educational initiatives, food industry awards,

an annual national food conference, Leadership

Awards program, culinary scholarships,

and publications,” and their base of operations

is the famed James Beard House.

Page 36


EVENTS

02/26/2020

JBF HOUSE DINNER

NEW YORK, NY

The James Beard Foundation‘s mission is to

celebrate, nurture, and honor chefs and other

leaders making America‘s food culture more

delicious, diverse, and sustainable for everyone.

Towards this end, Kvaroy Arctic was invited

to the Beard House to present our salmon at a

private dinner to Foundation members, press,

chefs and potential customers. The dinner started

at 7:00 pm, with a 30 minute passed hors

d’oeuvre reception. Guests entered through

Mr. Beard’s kitchen to meet us and then proceeded

to Greenhouse Gallery room for passed

hors d‘oeuvre reception. The guests were seated

at 7:30 pm where they were then presented a

stunning dinner featuring Kvaroy Arctic salmon

by Top Chef and award winning Chef Adrienne

Cheatham.

Page 37


EVENTS

01/16 - 01/17/2020

HEALTHY MENUS COLLA-

BORATIVE AT THE CULINARY

INSTITUTE OF AMERICA

NAPA VALLEY, CA

The Culinary Institute of America (CIA) Healthy

Menus R&D Collaborative (HMC) is a memberbased

initiative designed to take inspiration,

information, and insights from other CIA health

and wellness initiatives and craft highly

targeted, sector-specific, practical solutions that

contribute towards expanding healthy food and

beverage choices within the foodservice

industry. Members include a small „dream team“

of volume foodservice leaders, technical experts,

manufacturers, and suppliers. Kvarøy Arctic

Salmon is the first ever aquaculture company to

be invited to join this esteemed group.

Page 38


EVENTS

01/16/2020

KVARØY ARCTIC NATIONAL

MUSHROOM COUNCIL

FEATURED DINNER

NAPA VALLEY, CA

Inspired by the Napa Valley and The Culinary

Institute of America’s California farms and

gardens, The Restaurant at CIA Copia in

collaboration with Kvarøy Arctic and the National

Mushroom Council created a simple, seasonalinspired

menu featuring Kvarøy Arctic Salmon

paired with a curated selection of wines of local

wines and attended by members of the Healthy

Menus Collaborative

Page 39


EVENTS

01/13/2020

KVARØY ARCTIC

AND HEALTHY MENUS

COLLABORATIVE

KICK OFF DINNER

NAPA VALLEY, CA

The Charter Oak is a restaurant in the heart of

the Napa Valley of California that is centered on

a celebratory, family-style dining experience, with

simple, approachable, and seasonal food. On this

night, attended by directors of sustainability, the

head of the Harvard Public School of Health and

other thought leaders, Michelin 3-star chef, Christopher

Kostow presented a dinner of fire toasted

Kvarøy Arctic salmon, beautiful vegetables from

their farm and local wines.

Page 40


VIRTUAL

EVENTS


VIRTUAL EVENTS

March 2020

KVARØY ARCTIC

GOES VIRTUAL

NO SHOW FISH SHOW

Kvarøy Arctic lead the industry in moving

their entire efforts to virtual.

#Noshowfishshow

Page 42


VIRTUAL EVENTS

04/09/2020

CONQUERING THE

VIRTUAL HAPPY HOUR!

Kvarøy Arctic has led the industry in

creating unique and engaging virtual

experiences for the team, customers and

the industry! Sending care packages in

advance along with an invitation, over 40

industry leaders joined Kvarøy Arctic for

a virtual happy hour. Featuring a

demonstration of curated foods, live

music and a Kvarøy Arctic Martini!

Page 43


VIRTUAL EVENTS

April 2020

KVARØY ARCTIC FARM

TOUR AND CHEF

TASTING SERIES

Featuring Top Chef Adrienne Cheatham

and Third Generation Family

Salmon Farmer, Alf-Gøran Knutsen

Page 44

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