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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