Oslo-listed land-based salmon farmer Atlantic Sapphire struck a long-term agreement with Whole Foods Market UK for the sale of land-based farmed salmon across the retailer’s stores in the country.

The company shipped the first delivery of salmon from its Danish operations to Whole Foods, marking the first time land-based salmon is sold in the United Kingdom, Atlantic Sapphire CEO Johan Andreassen told IntraFish.

The product went live at Whole Foods Kensington in London Monday, labeled as "Atlantic Sapphire. Responsibly Farmed Salmon Fillet."