Lerøy - Success stories

Success stories

In addition to having one of the most sustainable value chains for food production, Lerøy also contributes to reduce the amount of plastic in the ocean and to make it easier for consumers to eat both well tasting and healthy food on the go.

Providing a boost to plastic tidying

Lerøy is increasing its efforts to remove plastic from our oceans.

The volumes of plastic in our oceans have reached excessive levels. Lerøy aims to do something about it. Lerøy has been part of the beach cleaning week and day events organised by “Keep Norway Clean” for more than 10 years. Every year, for the beach cleaning week, Lerøy has raffled off more than NOK 100,000 in total to various associations and organisations who take part in the cleaning event. If we are to succeed in curbing the increase of plastic in the sea, we have to carry out cleaning operations more often than one week a year. In 2020, Lerøy is therefore extending its raffle competition to apply all year round, and not just during beach cleaning week.
As a result, all associations and clubs that organise activities for children and adolescents throughout the year can report for duty and carry out cleaning in their local area, to qualify for the draw for donations of NOK 10,000. Private individuals who want to participate but are not part of a team can be included in the draw for other prizes. Lerøy will also be providing equipment and containers for teams who need these.
By extending the beach cleaning week to the beach cleaning year, Lerøy hopes that even more people will take part in the fight against plastic waste.

Seaweed makes red meat more climate-friendly

The list of positive qualities of seaweed is growing.

There are numerous reasons why seaweed cultivation has been highlighted as one of the solutions for the future when combating climate change. Ocean Forest (a collaboration project between Lerøy and the environmental organisation Bellona), in collaboration with Danish businesses and the University of Copenhagen, has made several exciting discoveries. Cattle that have fermented seaweed in their feed have 50% lower methane emissions when compared with cattle that have traditional feed, normally comprising corn and beetroot.

Not only does the new feed reduce methane production, the studies also show a reduction in lacteal fever in cattle. Seaweed has proved beneficial for gut health in pigs and reduced the need for antibiotics.

Seaweed for the future

It is not only red meat that is more climate-friendly thanks to seaweed. Seaweed is an efficient tool in the capture of CO2, phosphorous and nitrogen, major components in the emissions from salmon and trout sea farms. By cultivating seaweed, large volumes of production emissions are captured, and the seaweed ensures a circular economy making aquaculture more sustainable.

Seaweed is also a strong competitor for the title of the world's healthiest natural raw material. Ocean Forest is currently working on identifying new opportunities for these versatile underwater plants, and one of the ideas being explored is to use seaweed to produce bioplastic.

In 2019, Lerøy's work with seaweed resulted in food products, with the launch of the Mær seaweed spice in Norwegian shops. The product has three varieties: Seaweed Salt, Seaweed Sea Salt and Seaweed Spice Mediterranean.

Lerøy helping more people get involved in sports

While our top athletes rely on sponsors to pursue a full-time sports career, voluntary work in Norway to provide sporting activities for children and adolescents corresponds to a value of more than NOK 70 billion.

For many, sports for children and adolescents would not be possible without volunteers and sponsors. In general, Norway is the world-leading nation when it comes to participation in voluntary work. The efforts of volunteers correspond to 142,000 full-time equivalents and more than NOK 70 billion in value. Since 2016, Lerøy has donated between 850 and 1,000 Lerøy seafood kits every year to sports clubs and organisations nationwide. These seafood kits contain healthy food that can be sold at sporting events so the team can earn income.

For the more ambitious athletes, sponsors who believe in them are absolutely essential in their fight for the gold medal. Today, Lerøy sponsors a vast number of small and larger sports clubs and athletes, including the Norwegian Rowing Association, the national speed skating team, and Brann and Tromsø IL football clubs. Not only do such collaborations create sporting history, they can also contribute to a growth in cultural and commercial life, build networks across different spheres and make the cities where we live better places with arenas where all those who love sports can meet.

Investing in product developments for the consumer market

Sushi bowl, “Fisk ferdig” ready meals with fish, salmon on a wooden plank for summer barbecues and fish cakes from Lofoten. 2019 saw an increase in the availability of salmon and cod in Norwegian shops.

Whether the customers are looking for a quick and healthy option, a ready meal on the busiest days or a whole new flavour sensation, Lerøy shall be the obvious choice when they are shopping for food. Lerøy is increasing their efforts to encourage consumers to choose fish for everyday meals.

New products were launched during the winter cod season, including lightly breaded winter cod. This extremely popular fish, launched as a new variety and which quickly became a family favourite, is caught and produced in Norway. During the summer season, the wooden plank for BBQs was launched – Norwegian salmon on a wooden plank from Hardanger, ready to put on the BBQ. Grilled salmon with piri-piri seasoning and with Japanese flavours was a firm favourite in the summer of 2019, while the sushi bowl with mango and soy sauce was so popular that it will return in 2020.

While Lerøy has a long-term goal to reduce plastic use by 50%, it is also good to know that all the plastic used for our products can be recycled. The same applies to our aluminium trays, which can be reused multiple times before being deposited in the recycling container for metal and glass. As such, we can guarantee a focus on sustainability, from sea to plate, and even after you have enjoyed your meal.