Bravo Seafood

AVAILABILITY, COMMITMENT AND EXPERTISE

We are available when required until the fish is delivered - regardless of the time of day

Availability, commitment and expertise Bravo Seafood believes that it is has the most cost-effective sales team for salmon and trout in Norway. Consequently, we can offer the most competitive terms to ensure profitability for our suppliers and customers.

Our core values are: availability, commitment and expertise We seek to fulfil such values as a company every single day. Our suppliers and customers benefit in such ways as still being able to contact us after 4 pm on a Friday. We are available when needed all the way until the fish are delivered - regardless of the time of day.

Expert know-how and a wide range of experience amongst our personnel backed by engagement and a positive attitude enable Bravo Seafood to make a difference for our important suppliers and customers.

We hope this magazine will show how we work closely with our suppliers who are located along the whole Norwegian coastline. We want to show a little of how Norwegian salmon get from the fish farmer to the customer on our different markets in Europe and Asia, by road and air. There’s a lot to be coordinated and managed, let alone to be documented, when we deliver 100 million Norwegian salmon portions per year to our customers in Europe and Asia.

Welcome to Bravo Seafood.

Yours sincerely Karl Petter Myklebust, CEO, Bravo Seafood AS

Norwegian Salmon Origin There are lots of reasons why Norway are one of the world’s biggest and most sustainable producers of seafood, and why our salmon is enjoyed around the world. Here are some of the most important ones: Our nature: We have been blessed as a nation by our unique location, where the cold Arctic waters meet the warm Gulf Stream. It gives us waters with just the right current and temperature, and a coastline with islands, islets and deep, protective fjords.

Our culture: We are a nation built on seafood. We grow up fishing and eating what we catch. For us, aquaculture is not just about the past – it’s how we’re planning the future too.

Our country: The way our country is structured means that we can supply the world with salmon from Norway, today and tomorrow. Our politics, technology, infrastructure and research allow us to harness the resources of the sea in a sustainable way.

Works closely with fish farmers all along the coast of Norway means that we have access to the quality of fish our customers want throughout the year

Long-term collaboration is the key to success Håkon Åsvang, Purchasing Manager at Bravo Seafood, works closely with Terje Hansen and Sjurelv Fiskeoppdrett in Kaldfjorden. “The quality of the fish from here is consistently high and easy to sell. The same customers keep coming back every year to renew their contracts because they want to ensure the special quality,” says Håkon, who has dealt with Sjurelv and the Hansen family over many years.

Deep fjords “What makes production conditions so good in the area is the deep fjords, with their stable cold water,” says Terje, the CEO. The company has invested heavily in recent years in net cages and boats to make the work easier, and to give them more time to care for the fish. Production will start in the spring of 2016 at a new and more exposed location. “We have high expectations!”

Innovative Daniel is Terjes’ son and the third generation in the family business. He has worked in aquaculture since he was small and now works full-time. The younger generation have brought a new approach to the business, including investment in new technology, making Sjurlev Fiskeoppdrett an exciting and innovative supplier for Bravo Seafood.

Knows the business Håkon has worked closely with many fish farmers along the coast for several years, all the way from Finnmark in the north to Rogaland in the south. He normally contacts each of them several times a week to plan purchasing, but says that price is far from the only thing discussed. As Terje puts it: “Håkon has worked as Operations and Production Manager for several aquaculture farmers, and has an excellent understanding of what they do. He has acted as a sounding board on many occasions when we want to discuss what’s going on outside our fjord.”

Matches supply with demand Håkon receives input from the Bravo sales team on the type of fish customers want in their next delivery.

Specifications can vary, covering everything including size, colour, fat content, firmness etc. We then try to match fish from the various producers Bravo works with to the demands of the customers. Bravo works so closely with the fish farmers along the entire Norwegian coast to ensure that we always have access to the quality our customers want at all times. “This is one of the most important advantages of partnering with us.”

SJURELV FISKEOPPDRETT •

Sjurelv Fiskeoppdrett runs an aquaculture farm in Kaldfjorden off Tromsø.

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The company is owned by three brothers, Terje Harder, Hans Erik and Bengt Frode Hansen, and has been in the business since 1984, when their father Hans started up.

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Terje Harder Hansen is now CEO.

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Annual production is approx. 2,500 tonnes of salmon

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Sjurelv Fiskeoppdrett has 2 licenses.

Good logistics – precise delivery A large and important part of activities at Bravo Seafood concerns logistics and documentation. Around 100,000,000 fish portions exported to Europe and Asia a year takes a lot of organising and has to be thoroughly documented.

Logistics Manager Tore Svarstad is the master of multitasking at Bravo. 25 years of experience within logistics management at a range of companies is invaluable when discussing new ideas and solutions - and then putting them into practice. Because the distances involved are so long and timeframes are so short, having a thorough understanding of what is possible is a huge advantage. Tore works closely with transport contractors to plan and coordinate transportation to customers near and far. Good communications, regular meetings and constantly updated plans are key to such a relationship working really effectively.

Norway is a long, narrow country, and distances are usually long from producer to customer. The winter can be particularly challenging, when snow, ice and high winds cause extra complications. “Bravo Seafood decided to partner with transport contractors who we know are able to take the job seriously and deliver the quality and service levels we and our customers expect,” says Tore. Our transporters specialise in refrigerated transport for carrying fresh salmon.

When fresh food products, long distances and short lead times are involved, contact between supplier and transporter has to be close and efficient. Delivery on time and to the right place are vital. A large part of the load has to be freighted onwards by air to a number of destinations around the world. That requires good planning and precise delivery.

Bravo Seafood’s Quality and Back Office Manager is Anne Bortne, who is responsible for coordinating slaughterhouse and production documentation. She processes and follows-up absolutely every detail concerning orders. Her work can involve everything from size classification, quality and delivery address to collection times etc. Working with Tore Svarstad, Anne is the one who principally keeps the logistics and documentation flow going at Bravo. She has worked closely with our customers for several years, which has resulted in her now selling to many of them.

“All production of Norwegian salmon is subject to strict laws on animal welfare. Satisfactory documentation of the various production process - from egg to the fish being delivered to the customer - is a vital element of our work at Bravo Seafoods,” says Anne.

“We are Global Gap certified, which ensures that the fish are produced and handled according to special criteria in addition to the minimum required by law. This certification concentrate on fish welfare and document everything along the way,” she adds. She is responsible for all necessary information from fish farmers being supplied and systematised before shipping to the customer with the fish. Compliance with the requirements for certification is checked by external auditors, yearly.

When distances are so long and timeframes are so short, having a thorough understanding of what is possible is a huge advantage

Remember that the deal is not in the bag before the goods are delivered and the customer has paid

A day in a fish trader’s life Svein Bruheim started selling salmon over 20 years ago, and knows how important commitment and availability are for anyone dealing in fish. “Satisfied customers and a healthy profit for all concerned are major motivation factors for me.

Having a range of competences is useful, whether it’s a basic understanding of life on a fish farm, the finances and marketing involved - and being able to deal with the people in the business. The latter includes the social aspect in a good restaurant with a customer somewhere in the world,” says a happy and friendly fish trader based in Florø, Norway. “A lot of things are needed in this business,” says Svein. “Good relations with the market and building up a good reputation are things I think are important.”

Committed and available “Successful fish traders are not so different to other people, but there are some important common features: they have to have a high level of commitment to fish and the job, be competent and - particularly - available 24/7. And naturally, they have to have plenty of product available at all times.”

Structure throughout Svein says that it is important to be structured when selling fish. Whether you do everything yourself or have others to help, the important thing is to ensure that logistics, currency and the customer’s ability to pay all live up to what has been agreed with the customer. You also have to ensure that quality and sizes all match what has been agreed. There is no room for manoeuvre here. Everything has to be structured and correct all the way until the fish are delivered and the deal is closed. “And remember that the deal is not in the bag before the goods are delivered and the customer has paid.”

The secret to success – Norwegian Salmon Norwegian Salmon is a high quality product because it is raised in the pure and cold nature of Norway. There are many reasons to choose Norwegian Salmon, here are some: 1.

Norwegian Salmon is farmed in the cold, clear waters of Norway where it grows slowly and therefore gains a pure and fresh taste.

2. Norwegian Salmon is a healthy protein that provides important nutrients; Omega-3, Vitamin D, Vitamin B12, Vitamin A, iodine and antioxidants.

Norwegian Salmon assures food safety; during the entire process, from breeding to arriving fresh to your kitchen, it meets the highest standards and quality control.

Therefore Norwegian Salmon is unique with its firm texture, colour and incredible taste.

Norwegian Seafood Council (Photographers Ole Musken, Johan Wildhagen, Tom Haga)

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The reddish meat is a big advantage for Norwegian salmon in Asia

Norwegian salmon in simplified Chinese – pronounced “nuo wei san wen yu”

Norwegian salmon in traditional Chinese - pronounced «nuo wei gui yu»

Norwegian salmon in Korean – pronounced ”No-ru-wae-i Yeon”

Norwegian salmon in Japanese – pronounced ”Noruwe saamon”

Norwegian salmon in Thai – pronounced ”pla salmon Norway”

Norwegian salmon in Arabic – pronounced ”Samak al-salmon al-narwiji”

During a customer call at a restaurant in South Korea, we met this couple who were absolutely delighted with the salmon and to meet the salmon suppliers from Norway.

Asia – a key area We deliver fresh Norwegian salmon to customers in several Asian countries and the fish are sent to the Far East several times a week.

The Asian market is very important to Bravo Seafood.

Qiao Chen is Market Director for Asia, and responsible for the right quality and size fish arriving on time and at the right place on the other side of the world. And preferably as soon after slaughter and packing as possible!

That requires good planning before shipping and efficient tracking of shipments along the way. You also have to be quick to react in the event of anything going wrong. Bravo Seafood’s strength is its ability to organise and to be available 24/7. We benefit as a result when delays or unforeseen changes occur for any reason.

Different customers - different requirements That customers in Asia mainly want big salmon is nothing new, but each customer also has its own quality requirements that have to be met. Bravo Seafood can supply fresh fish from its partner fish farmers from north to south, and seeks to meet requirements to ensure that each customer gets the fish it wants.

Qiao is Chinese, and speaks several different languages. She understands well what customers want, and their requirements for quality. Qiao says that Norwegian salmon is very popular in Asia for many different reasons.

The reddish meat is one of the most important factors, but salmon is also very healthy and trendy, and its Norwegian origin is an extra guarantee of quality.

The journey eastwards It’s a long journey to the Far East. Our transport contractors ensure that shipments are loaded onto the right plane and that the load is taken care during the journey. Salmon from the cold Norwegian fjords is a fresh food product and there are many aspects to take into account during the long journey.

Bravo Seafood – a delightful company That’s what I think anyway! In fact, I’m always delighted with my customers.

Perhaps not the relationship you think of between a bank manager and his customers. But that’s the way we do it around here. We’re not too big.

There are not too many of us. We know each other.

Aquaculture is a business I have followed from the time I spent in Tromsø in the 80s and 90s. In fact, I know many of the Bravo Seafood suppliers from Troms and Finnmark. I know they are professional and work hard and that’s what a bank manager likes. I know that their values were shaped out along the coast with hard work and long-term goals generation after generation.

They deserve the best partners when the fish are sent to market, people who also know what it’s all about and know the fish farmer. They know their customers in Germany, Denmark, France or even further afield. Just like the people at Bravo Seafood. Professional, expert and with a good portion of empathy, a sense of humour and common sense. Yet they are still professional through and through when closing a deal and settling up.

Perhaps it’s because of our size that we go so well together? Big enough to ensure quality banking services.

Big enough to know the business which means we are confident when in dialogue and working with fish farmers and exporters. Small enough to take our time, understand and to like each other.

That’s what value-creation and long-term relationships grow out of. That’s what creates trust. The very basis of everything we do as a bank and a partner. I believe that our relationship can last a long time and be of great mutual benefit. Relationships built on trust give the same in return!

Arvid Andenæs Managing Director Sparebanken Sogn og Fjordane

Professional through and through when closing a deal and settling up

Always available

Karl Petter Myklebust CEO Dir.phone +47 5700 9307 E-mail karl-petter@bravoseafood.no

Qiao Chen 陈乔 Sales Director Far East 远东市场销售总监 Dir.phone 电话 +47 5700 9306 E-mail 邮箱 qiao@bravoseafood.no

Svein Bruheim Sales / Member of the Board Dir.phone +47 5700 9303 E-mail svein@bravoseafood.no

Anne Fure Bortne Sales & Quality Manager Dir.phone +47 5700 9305 E-mail anne@bravoseafood.no

Tore Svarstad Sales / Logistic Director Dir.phone +47 5700 9304 E-mail tore@bravoseafood.no

Håkon Åsvang Purchasing Director / Sales Dir.phone +47 5700 9302 E-mail haakon@bravoseafood.no

FLORØ Norway

BRAVO SEAFOOD AS Tel.: +47 5700 9300 · Web: bravoseafood.no Address: P.O. Box 100, NO-6901 Florø, Norway

A CO M PAN Y C E RT I FI E D BY T H E STAN DA R DS GLOBA L G.A .P

A til Å - www.atilaa.no - Photo: Sikt Media, Egil Aardal, Norwegian Seafood Council (Photographers Ole Musken, Johan Wildhagen, Tom Haga)