Norwegian salmon farmer lands new brand in Whole Foods

Third-generation family-owned Norwegian salmon farmer Kvaroy Fiskeoppdrett launched its product range under the brand name Kvaroy Arctic in the United States and Canada after a long-term partnership with Washington, DC-based importer Blue Circle dissolved.

Blue Circle Foods is one of Whole Foods' biggest seafood suppliers, and Kvaroy has long been supplying the retailer its product.

In 2018, Blue Circle Foods and Kvaroy announced a partnership with top feed company BioMar to offer salmon with one of the lowest levels of marine contaminants in the market.