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First and foremost, this is about feeding people. But not just feeding people - giving chefs the quality fish they need in order to give their customers a great salmon dining experience. But it's not just about that either. It's about helping to reduce pressure on wild fish stocks while we do this. It is about careful, craft-raised standards, it is about finding the best natural ocean water for our salmon. It is about giving the craftsman farmer the respect he deserves for standing out there in the teeth of mother nature watching his fish grow to the right size over the 3 year period it takes to raise them. To do that it is about developing a way to ensure that that beautiful salmon the farmer pulls out of the water is delivered to the chef in the same condition: fresh-from-the-ocean. It is about traceability. It is about finding a box that can be recycled.