As more retailers are scaling back fresh fish counters, third-generation family-owned Norwegian salmon farmer Kvaroy Fiskeoppdrett landed a contract to supply Amazon-owned US retailer Whole Foods' fresh fish counters in locations all over the United States and Canada under its Kvaroy Arctic brand.

The company successfully landed the six-month contract, with an option to renew, thanks to a good relationship with the retailer through its former importer, Blue Circle, Kvaroy CEO Alf-Goran Knutsen told IntraFish.