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About us

Norice Seafood AS imports and sells fish and other seafood products to wholesalers and the fish processing industry in Norway. The core of the imports is hoki, a white fish that resembles cod and haddock. Flounder, flounder, halibut and other products are also included in the range. Imports are mainly from New Zealand, China and Malaysia. Norice Seafood AS is a member of a worldwide association of fish producers, exporters and importers through Danish JP Klausen & Co. A/S.

The story
Norice Seafood AS is the story of a fisherman boy from North-West Norway who has built up a solid business importing fish from waters far away from the Norwegian coast. For over 20 years, founder Tore Hamre has dared to bet on unknown markets. Norice Seafood AS is founded on first-hand knowledge of fishing and years of experience with business operations.      


1986:16-year-old Tore Hamre travels to sea. He has been working as a fisherman on longliners and trawlers for five years.


1993:Hamre creates Norice. The core business is door-to-door sales from fishing trucks.


1993⎼1996:The turnover in the fishing truck company is increasing. In line with this, the number of fishing trucks will be increased from one to eight. The customer group is expanded to also apply to restaurants, hotels, municipalities and other large households. The catchment area is Telemark - in periods also Sogn og Fjordane, Hordaland and Rogaland.


1996⎼1998:Municipalities and other large households enter into purchasing arrangements with total deliveries from nationwide wholesalers. Norice is squeezed out of the market and has to go back to its origins: door-to-door sales from fish trucks.


1998:Hamre does not see a further future as a door-to-door salesman, and decides to sell the fishing truck company.


1998:Together with Per Kristian Egholm, Tore Hamre is developing a new business idea: importing good fish products from producers far away from Norway. They hit the mark in New Zealand with the producer Sealord and with the hoki type of fish. They enter into an agreement with the Danish giant in fish import and export, JP Klausen & Co. A/S, which has exclusive rights to Sealord's sales in Europe. Egholm and Hamre secure exclusive rights to Sealord's products on the Norwegian market. Through JP Klausen, Egholm and Hamre also get access to a number of other products. They import several hundred tonnes of fish a year.


2000:Starting imports from China.


2000⎼2005:Turnover and earnings in Egholm and Hamre Seafood AS are rising steadily.


2005:Egholm sells out of the company. Hamre continues to run the company under the name Norice Seafood AS. The name Norice comes from the abbreviation Norway and Iceland. A lot of imports were carried out from Iceland.


2008⎼2011:Flying Seafood is established and operated as a subsidiary of Norice Seafood AS. The company imports goods to the sushi market in Norway. The business will turn out to be going badly, and red numbers will appear in the accounting books. After three years, Hamre closes down Flying Seafood so that it does not break the parent company. Norice Seafood AS has always taken the brunt of the subsidiary and is now listed with a loss of NOK 3.9 million.


2011:After the closure of Flying Seafood, turnover and earnings in Norice Seafood AS improved rapidly.


2014⎼2015:In just three years, Norice Seafood AS has recovered NOK 3.9 million in losses, and there is a new positive balance in the accounts with NOK 260,000 at the start of 2015. With healthy operations, the business continues to import fish for sale to wholesalers and the fish processing industry in Norway.

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