Five Years Since Hiddenfjord Stopped Using Air Freight to Transport Salmon
When Hiddenfjord CEO Atli Gregersen announced in 2020 that the company would stop transporting salmon to market by air, many in the industry were skeptical. Air freight was considered essential for reaching key markets in the USA and Asia, where customers demand the freshest fish.
But for Hiddenfjord, the environmental cost was simply too high.
“At Hiddenfjord, we felt a moral obligation to reduce our CO₂ emissions,” says Atli. “Most of the emissions in salmon farming and distribution come from air transport. For us, it was crystal clear that the right thing to do was to stop transporting by air entirely. This pressure we placed on ourselves has driven us to produce an even better product with improved quality and shelf life.”
Inspiration from Bob Geldof
Atli credits part of the inspiration to musician and activist Bob Geldof, who spoke about climate change at an event in the Faroe Islands in September 2019.
“Geldof challenged us to move beyond endless contemplation and take a clear stand,” Atli recalls. “He said that once a decision is made, it becomes much easier to focus on implementation. That’s when we moved from thought to action.”
The date was set: 10 October 2020. The day Hiddenfjord would stop using air freight altogether. In the months leading up to that date, Hiddenfjord carefully prepared for the transition.
Carbon Savings Equivalent to Half of the Faroese Annual Emissions
Transportation represents the largest share of CO₂ emissions in salmon production. By switching from air to sea freight for the U.S. market, Hiddenfjord’s emissions per kilo of gutted salmon (including packaging) dropped from 7.1 kg CO₂ to just 0.35 kg CO₂ – a dramatic reduction that has been maintained ever since.
The company also stopped shipping fresh salmon to Asia and other distant markets, where air freight is the only viable option. “Even though these markets often pay premium prices,” says Atli, “we believe the environmental price is far too high.”
Hiddenfjord has complemented this move with other sustainability measures, including more sustainable feed and solar panels on company buildings. These initiatives have reduced total production emissions from 5.1 kg CO₂ to 3.5 kg CO₂ per kilo of salmon.
Overall, Hiddenfjord’s carbon footprint for salmon sold to the U.S. has fallen from 12.2 kg CO₂ in 2020 to just 3.85 kg CO₂ in 2025.
The CO₂ savings from eliminating air freight alone are roughly equivalent to the total emissions produced by the entire Faroe Islands in half a year — an extraordinary achievement with lasting global impact.
Pressure Led to Better Quality and Longer Shelf Life
The major challenge was how to deliver top-quality fresh salmon to markets previously served only by air freight. U.S. customers – including high-end restaurants – needed to be convinced that Hiddenfjord salmon shipped by sea could match customers’ expectations and demand.
It wasn’t easy at first. But the company invested heavily in improving harvesting, handling, cleaning, and temperature control, ensuring that the salmon maintained its superior freshness throughout the longer journey.
“We optimized every step, from harvest to packaging and transport,” says Atli. “Today, our salmon actually has better quality and shelf life than when it was flown to market five years ago.”
Working closely with logistics partners, Hiddenfjord ensured an unbroken cold chain from the Faroe Islands to U.S. restaurants – something that wasn’t possible with air transport.
Customers and Sales Prove It Works
At first, some customers were skeptical. But that quickly changed.
“The quality is absolutely fantastic. Exceptional,” says Robert Amar, owner of Small World Seafood in Philadelphia. “I’ve handled salmon from all over the world, and my customers love Hiddenfjord salmon.”
The share of Hiddenfjord’s total production shipped to the U.S. has grown to 40%, and the company has become a recognized premium brand featured by leading restaurants that proudly list it on their menus.
New Opportunities and Markets
The improvements in quality and shelf life have also strengthened Hiddenfjord’s position in European markets, where demand, prices, and customer satisfaction have grown significantly.
After losing access to Asian markets when air freight ended, Hiddenfjord has continuously worked to develop a sustainable alternative. The company has invested heavily in advanced freezing and thawing processes to ensure the same outstanding texture and flavor as fresh salmon.
“Now that we can guarantee world-class thawed salmon with minimal CO₂ emissions,” says Atli, “we can once again serve distant markets. But this time, sustainably.”
A Sustainable Path Forward
“Our reputation has grown steadily since we stopped transporting salmon by air, and today Hiddenfjord is recognized as one of the most sought-after salmon brands in the United States,” says Atli.
“We are grateful for the valuable advice from Geldof, which encouraged us to take a clear stand and focus on implementing the actions that truly make a difference. We’re proud to offer buyers around the world world-class salmon of unmatched quality, and with exceptionally low CO₂ emissions that benefit the environment.”
