The HiddenFjord brand is the result of over 80 years of hard-earned experience and innovative brilliance.

In 1929, men in the village of Gøta started a small white fish company called Fiskavirkið. A respected family man and trustworthy businessman Joen Pauli Gregersen directed the company for several yearsbefore his son Oddfríður Gregersen took over. During this time the company had become owned by the Gregersen family. As the company grew and added product offerings, distinctive companies were created to better focus on each type of product. For superior, farmed salmon, there is Luna. For quality, salted fish, there is PRG.
Even as young boys, Oddfríðurs three sons, Atli, Páll, and Regin, expressed a keen interest in the company. Each pursued a relevant education and over the years, they found their perfect position within the companies. Atli and Regin managing Luna and Páll and Regin managing PRG.

The premium quality of the products offered by Luna is a direct reflection of the passion the owners and the entire crew feel for the work they do. There is no substitute for pride in workmanship and there is no comparison to the products offered by Luna. In every way, they lead the industry; from immaculate propagation techniques to perfect pen placements, from optimal feed regimens to humane harvesting and packing processes.

In 2011, Luna created the HiddenFjord brand of premium salmon. The flagship brand reflects the most important characteristics of the company – integrity, excellence, purity, and innovation.

HiddenFjord premium salmon is the finest quality in the world. The care with which our HiddenFjord salmon are raised and packed is second to none.

Nature's Perfect Salmon Environment

The surroundings are the natural feeding ground of wild Atlantic Salmon. Wild salmon leave the rivers of Europe and travel to feeding grounds around the Faroe Islands. Here the wild salmon grow and thrive before heading back to the rivers of Europe to spawn. Therefore, we can say that HiddenFjord salmon are raised in the most naturally desirable surroundings as evidenced by thousands of years of behavior by wild Atlantic Salmon.

In addition to the exceptional care and a pristine environment is the gentle manner in which HiddenFjord salmon is packed. Our experience and expertise qualifies us to innovate new technologies for every phase of the packing process. We have developed the most humane and non-disruptive technology available to ensure that each piece of HiddenFjord premium salmon has the perfect flavor, richest color and optimal appearance.

As a part of the HiddenFjord line, we are introducing our select Sushi Grade salmon. HiddenFjord Sushi Grade salmon represents the top few percent of our product line. The only way to describe the quality of our Sushi Grade salmon is ultra superior. HiddenFjord Sushi Grade salmon is the foundation for an absolutely perfect sushi restaurant experience.

Every aspect of the HiddenFjord brand story represents our investment intended to increase your customer’s loyalty and enhance their dining experience. We are confident that together with you, HiddenFjord premium salmon will make a positive difference in your business.

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