Seafood companies face a growing challenge: how to expand globally, attract new consumer groups, and build value beyond commodities. CO/PLUS, a Copenhagen-based creative business consultancy, has partnered with leading Nordic seafood firms to rethink business models, categories, and brand platforms.

Our work shows how business development, sustainability, and branding can unlock new growth opportunities. Key cases include Collab, ORA, Icelandic Seafood, and Vega Salmon.

In collaboration with Icelandic Brewery Ölgerðin, we branded Collab, a functional beverage with collagen extracted from cod skins. What began as a byproduct became Iceland’s bestselling soft drink. Collab overtook Coca-Cola on the home market, won international awards, and stands as a global example of sustainability turned into business value. With ORA, we repositioned the seafood portfolio for export by creating a new category: “Icelandic Seafood Starters.” This made premium Icelandic seafood relevant for modern, social dining occasions and unlocked fresh retail opportunities. For Icelandic Seafood, we developed a new business platform and brand to strengthen export potential and positioned the company as a trusted international supplier. With Vega Salmon, we positioned them for a successful exit to Maj Invest, demonstrating how strategic branding enhances enterprise value.

These cases prove that seafood business growth now depends on moving beyond product and processing innovation to fundamentally rethinking the entire business landscape. Building platforms, defining categories, and uniting sustainability with profitability are the keys to long-term value for companies, consumers, and investors.