Miami, Florida-based salmon exporter Platina Seafood has rebranded and launched a new retail line.

The launch of the new retail brand comes while the company is also expanding its US processing capacity for value-added salmon products.

The company, now rebranded to NovoMar, launched its Novo brand in the second quarter of this year, aimed at over 15,000 North American retail outlets. The brand includes ready-to-eat farmed salmon, mahi, hake, tuna and shrimp.

In the first quarter of this year, the company acquired a 26,000 square-foot processing facility in Miami that used to be home to a tortilla factory.

The new plant is currently under construction and will open in the fourth quarter of this year, according to NovoMar. The company has named its processing arm NovoPro, and along with producing its own products the processor will work with private label items for producers, distributors and retailers, it said.

Platina Seafood's new processing plant in Miami, Florida. Photo: Platina Seafood

The initial capabilities are filleting, pin-boning and packaging. Other value-add capabilities will be added such as portioning, vacuum packing, skin-packing, freezing and glazing. The facility is expected to have capacity to process up to 40 million pounds annually by the second quarter of 2023.

“Through these implementations, we will be bringing our company to the next level in an effort to integrate a larger piece of the value-chain from processing to the consumer’s plate in the USA," said Emil Andreassen, the company’s president.

Emil Andreassen, the son of Atlantic Sapphire's Johan Andreassen, has overseen the company since August of 2020.

Emil Andreassen purchased Platina Seafoods in 2020 from Norway-based investment group JEA Invest AS, which is controlled by Atlantic Sapphire Chairman and CEO Johan Andreassen. The company is now owned under EUA Holding Inc, Emil Andreassen's holding company.

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