Woolly was developed by the Bioregion Institute in collaboration with Lerøy. The pot keeps roots moist and, when planted in soil, gradually breaks down. Instead of becoming plastic waste, Woolly nourishes the soil’s microecosystem, contributing to a more circular and sustainable system.
Efforts are underway to refine the pot to fully capture these benefits, with extensive testing currently in progress before the final version is ready.
“For Lerøy, this is also about contributing beyond our core business. Our ambition is to become the world’s most sustainable seafood company, and the Woolly project is a perfect example of that,” says Pål Erik Michelsen, Head of Brand and Innovation.
Millions of plastic pots are produced every year, and replacing even a fraction of this with Woolly could have a significant environmental impact.
“The potential is huge. This is a product that could help phase out vast amounts of plastic,” Pål adds.
Kelp cultivation has gained attention in recent years as a valuable resource. The plant absorbs CO₂, takes up nitrogen and phosphorus, and contributes to cleaner oceans. But its uses go far beyond food.
“In Woolly, kelp serves both as a binding agent and a source of nutrients. This means the pot is not only biodegradable but also acts as a biostimulant, improving soil health and growth conditions,” explains Miriam Donovan, project coordinator.
The ambition is clear: Woolly aims to replace plastic pots with a Norwegian, regenerative alternative that reduces waste, enriches the soil, and helps create new value chains along the coast.
