Hadsel, Norway – November 2025
Nordlaks has been exposed to a case of brand fraud connected to an upcoming Brennpunkt documentary series on Norwegian aquaculture, airing on NRK in early November. Ahead of episode two, which will be available on November 4, Nordlaks was contacted by NRK and provided with images of what appear to be falsified product labels, excerpts from a WhatsApp conversation, photos of fish, and other related materials.
The labels in question are not genuine Nordlaks labels, and based on the images received, the company cannot confirm whether the fish shown originates from Nordlaks. NRK has shared excerpts from the upcoming documentary in which Nordlaks is mentioned. The program points to a Norwegian export company alleged to have falsified Nordlaks labels and misused the company’s brand name. This company has never been a Nordlaks customer.
According to the documentary, the same company has also relabeled so-called production fish as higher-quality products for export, thereby engaging in illegal export activities. Current Norwegian regulations prohibit the export of production fish unless the product has been corrected to meet legal standards.
Heidi Torkildson Ryste, Head of Marketing and Communications at Nordlaks, was interviewed in connection with the program.
“We strongly condemn the misuse of our brand in this way. Our business is built on producing high-quality food, and for someone to falsify documents and exploit our name is something we view as extremely serious,” says Ryste.
The picture painted in Brennpunkt suggests systematic illegal exports—an act of economic crime that harms both Nordlaks and the entire aquaculture industry.
“Such actions must have consequences that make it unprofitable to continue,” Ryste adds.
Based on the information received, Nordlaks has reported the matter to the police and is currently in dialogue with legal counsel.