Roy Norro, founder and product innovator of Norron Oy, a company offering Finnish fish in innovative ways, is a passionate fisherman and advocate for domestic fish. His work was recognised when Norron Kalawursti fish sausage won the Food & Beverage category in the 2025 Finland’s Most Responsible competition.
Only 18% of Fish Consumed in Finland Is Domestic
In his acceptance speech, Norro urged consumers to think about the origin and sustainability of their fish – commonly white pollock, farmed salmon, or canned tuna. “Especially when it comes to fish, we should start seriously considering what fish we eat and which options we choose here in Finland,” Norro emphasised.
Bycatch Waste in Alaskan Pollock Trawling
A large portion of fish consumed in Finland is Alaskan pollock, found in frozen fillets and fish sticks. Norro cites information from organisations in Alaska about the waste created in pollock trawling. “The bycatch waste from pollock fishing is staggering. In 2023 alone, bycatch from pollock trawling included nine orcas, 2.2 million kilograms of herring, 2–3 million kilograms of halibut, about 160,000 salmon, and over a million crabs – most of which die after being dumped back into the sea,” he explained.
Trawling also has severe implications for local communities. “Communities that once thrived on fishing are dying out, and people are being forced to relocate,” Norro noted. “Ironically, trawlers are allowed to destroy bycatch, but these same communities are now prohibited from fishing wild salmon for their livelihood.”
Canned Tuna Is No Longer Bluefin Tuna
Norro encourages consumers to think twice when picking up a can of tuna at the store. “The tuna we buy today isn’t bluefin tuna from the cold waters of the North Atlantic. It’s actually bonito, a tuna-related species mostly sourced from the waters of Thailand, Vietnam, and Seychelles in the Indian Ocean,” he explained. “True bluefin tuna has practically been fished to extinction in our nearby waters, with only about one percent remaining.”
Norwegian Salmon Fed with Baltic Sea Fish
In Finland, 25% of all fish consumed is farmed Norwegian salmon. According to Norro, more Baltic herring and sprat should be included in Finnish diets, but only around 4% of it ends up on local tables.
“Over half of the fish trawled from the Baltic Sea is exported to Norway and used to feed salmon,” Norro highlighted. Norway produces more than half of the world’s farmed salmon, much of it fed with fish from the Baltic Sea. “I hope these thoughts come to mind when consumers visit the store.”
Innovative Products Encourage Sustainable Choices
To make sustainable choices, consumers need accessible and responsible options. Norron Oy was founded to develop appealing products tailored to consumer needs, especially using Finnish fish.
“Sustainable business requires multifaceted expertise to ensure responsibility is a core part of operations,” Norro said. “We think outside the box and focus on fresh ideas while deeply understanding the history of Finnish fish cuisine. The best products and ideas often combine modernity and tradition in a delicious way.”
Finland’s Most Responsible Product Competition Supports the Development of More Sustainable Products
The competition assesses the responsibility of products comprehensively and impartially. Winners are selected by an independent Responsibility Panel consisting of Finland’s leading sustainability experts. The evaluation considers factors such as climate change, environmental footprint, human and labour rights, the degree of domestic production and local sourcing, and business ethics.
Watch Roy Norro’s acceptance speech
Applications for the Finland’s Most Sustainable 2026 competition and website are now open. with early bird pricing available until the end of January 2025.
If you’re interested in gaining a sustainability evaluation for your product and showcasing its responsibility in a new way, read more or contact Annukka Lehtonen at annukka@infine.fi.