Images of various screens with design and visual identity for Andfjord Salmon.

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Andfjord Salmon: farming with a clear conscience

ANDFJORD SALMON – farming with a clear conscience

The goal was to build the world’s most environmentally friendly and fish-friendly land-based facility, and that is exactly what Andfjord Salmon has done.

In the pools on Andøya the salmon is completely safe. The clean seawater flows in from the Norwegian Sea, with almost no extra energy. And biomass is collected and reused as a resource.

Andfjord Salmon has, with the help of Maverix, trademarked its unique and patented technology as Natural Flow.

Design, reports, websites, animations

The concept combines the best of traditional sea-based salmon farming with the advantages of being land-based. Andfjord Salmon is one of our very first clients, and in close collaboration with the management and board of Andfjord Salmon we developed the strategic communication concept Clear Conscience. We have delivered all of the company’s marketing communication, including design, reports, websites, packaging design, marketing materials and more.

3.6 kg average weight at first harvest, October 2026

97.95% survival in pool K0 at first harvest

Around 120,000 salmon in the first harvest batch

562 tonnes of post-smolt sold in June 2026

Nowhere along the whole Norwegian coast is closer to the Gulf Stream than Andøya.

Here Andfjord Salmon has recreated the salmon’s natural habitat, on land.

The salmon has a high survival rate, is exposed to neither lice nor harmful algae, and the innovative facility uses little energy.

Maverix has developed a visual identity for Andfjord Salmon, built on the creative concept Clear Conscience.

The company’s first salmon was delivered to the market in exclusive packaging.

The company’s websites are built on the X Machina platform, with Storyblok as CMS and Cloudinary as DAM.

Maverix has been the strategic full-service agency for innovative Andfjord Salmon since 2019.

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From first salmon to first harvest

In October 2026 Andfjord Salmon harvested the first batch from Kvalnes in a full production cycle: around 120,000 salmon with an average live weight of 3.6 kilos. Survival in pool K0 was 97.95 percent when harvesting started, and the rest of the fish in the pool will be harvested in two batches towards the first quarter of 2027.

In June 2026 the company sold around 450,000 post-smolt from pool K1, 562 tonnes of live biomass in total, to Eidsfjord Sjøfarm. By the end of August 1,969 tonnes of live salmon were in the pools, and production capacity will grow from around 6,000 to 11,000 tonnes when pools K2 and K4 are in operation.

Maverix has been the strategic full-service agency throughout the journey, from the Clear Conscience concept in 2019 to reports, websites and film today.

Sources: Andfjord Salmon, press release 19 October 2026 and WeAreAquaculture on the second quarter of 2026.

Overall concept: Clear Conscience

Together with the board and the management team we developed the Clear Conscience concept, the big story that defines the company and positions it as the farmed salmon with the smallest environmental footprint.

Clear Conscience is expressed in many different ways, depending on who you are talking to: Invest with a Clear Conscience (for investors), Farmed with a Clear Conscience (for importers), Served with a Clear Conscience (for grocery and restaurants), Enjoy with a Clear Conscience (for consumers). These different ways of expressing the concept are developed as a digital module that adapts automatically to the design, where you can play with the concept in as many directions as you like.

Picture of a recipe with confit salmon, produced for Andfjord Salmon.

Meet the chefs

As an important part of the marketing we have also developed the concepts Chef’s Story and Salmon Recipe Story, two content marketing products. Chef’s Story is portraits of well-known Norwegian chefs and their personal stories.

The other is an extended form of recipes, where the chef first shares a personal story about that very dish. Both of these content marketing concepts are produced in many versions, both as scrollytelling articles and various films. The concepts are specially developed with a view to 1) engagement in social media and 2) SEO power.

Digital platform: X Machina and Storyblok

We have designed a complete digital sales and marketing platform for the company, built in the CMS Storyblok and tightly integrated with the media bank solution Cloudinary. These world-leading products for marketing and e-commerce are combined in our solution, which we call X Machina.

Cloudinary is one of the fastest-growing brand centers today, first and foremost for its unique possibilities for efficient international versioning of content. We have developed a visual identity for everything from annual reports to websites and moving images for all channels.

Design

700 meters inside the mountain: Lefdal Mine Data Centers

Questions and answers about Andfjord Salmon

What is Clear Conscience?
Clear Conscience is the communication concept Maverix developed together with the board and management of Andfjord Salmon. It positions the company as the farmed salmon with the smallest environmental footprint.
Why does Clear Conscience come in several versions?
The concept is adapted to who you are talking to: Invest with a Clear Conscience for investors, Farmed with a Clear Conscience for importers, Served with a Clear Conscience for grocery and restaurants, and Enjoy with a Clear Conscience for consumers. The versions are built as a digital module that adapts the design automatically.
What is Natural Flow?
Natural Flow is the trademark Maverix developed for Andfjord Salmon’s patented technology, where clean seawater from the Norwegian Sea flows through the pools on land with almost no extra energy.
What has happened at Andfjord Salmon in 2026?
In June the company sold around 450,000 post-smolt to Eidsfjord Sjøfarm, and in October it harvested the first batch from Kvalnes in a full production cycle, around 120,000 salmon at 3.6 kilos on average. Survival in pool K0 was 97.95 percent at first harvest. The sources are press releases from Andfjord Salmon and coverage in WeAreAquaculture.
How long has Maverix worked with Andfjord Salmon?
Since 2019. Andfjord Salmon is one of Maverix’s very first clients, and Maverix has delivered all marketing communication as a full-service agency.