What Mustad Autoline does

Mustad Autoline is a Norwegian designer, manufacturer, and servicer of automated longline fishing systems, headquartered in Gjøvik and operating as the Autoline division of the seventh-generation Mustad family business, which traces its roots to 1832. The company supplies demersal longline fleets globally, reportedly serving more than 90% of the world's demersal autoline fishing fleets, with product lines spanning the E-Line all-electric autoline platform, hydraulic autoline systems, the HAVFRONT onboard fish processing range (including the FOLLA 2.0), and proprietary consumables such as the Norbait sustainable bait line. Its systems integrate PLC-based intelligent control with adaptive tension management and machine-learning-supported predictive maintenance, and are custom-engineered to vessel-specific layouts.

The business model is built around high-ticket, custom-engineered system sales to commercial fishing operators, complemented by recurring revenue from consumables, spare parts, and service contracts through a global network of regional offices. Go-to-market relies on direct sales supported by reference customers across multiple fisheries and geographies (including SAPMER, Cap Bourbon, and VISIR), trade show presence, and partnerships such as the COLTO alliance for sustainable toothfish operators. Recent strategic activity includes the joint acquisition of Carl Stahl operations with Egersund Group, the acquisition of Neptunus EHF in Iceland, and a NOK 10 million investment in Mazak CNC manufacturing capacity, indicating both portfolio and footprint expansion within the niche.

Name

Mustad Autoline

Legal name

Mustad Autoline AS

Website

https://mustadautoline.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Mustad Autoline is a Norwegian, family-owned supplier of automated longline fishing systems serving global demersal fishing fleets, with E-Line electric platforms, hydraulic systems, onboard fish processing equipment, and consumables sold through a worldwide service network.

Ownership category

akta.pro rank

Product category

Automated Longline Fishing Equipment

NAICS

Overhead Traveling Crane, Hoist, and Monorail System Manufacturing (333923)

SIC

General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Deck Machinery & Mooring Systems (Winches, Windlasses, Capstans) (IMAJAIAA)

akta.pro secondary industry

Cargo Handling & Lifting Equipment (Cranes, Derricks, Hoists) (IMAJAIAB)

Keywords

• Automated longline systems
• Commercial fishing equipment
• Fish processing machinery
• Fishing vessel automation
• Longline fishing machinery

Headquarters

HQ city

Gjøvik

HQ country

Norway

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Automated Longline Equipment Sales: Mustad Autoline generates revenue primarily through the sale of automated longline fishing systems and equipment, including baiting machines, haulers, hook separators, storage systems, and fish processing machines. Systems are custom-built for each vessel, ranging from compact coastal setups to large freezer longliner configurations. The company also sells consumables including hooks and bait.
2. Service, Maintenance & Spare Parts: The company provides service, maintenance, training, and spare parts for its installed base. Service team is available from headquarters in Norway with a network of service partners globally. Warranty support and genuine parts revenue are part of this stream.
3. Training Courses: Mustad Autoline offers training courses to help customers maximize the effectiveness of their systems. Training covers maintenance, worn part assessment, and replacement procedures.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Mustad Autoline designs, manufactures and supplies automated longline fishing systems and fish processing equipment for the global commercial fishing fleet. Systems are custom-built per vessel and span E-Line all-electric and hydraulic Deep Sea and Coastal platforms (3,000 to 80,000+ hooks/day), baiting machines, hook separators, MagPacker storage systems, hauling stations, hook cleaners, the PLC-based Control System, HAVFRONT fish processing machines (LOPPA/FOLLA), pot haulers and consumables including hooks and Norbait sustainable bait.

Product overview

Mustad Autoline offers a comprehensive portfolio of automated longline fishing and fish processing equipment. The product range includes: E-Line all-electric systems and Hydraulic systems (for Deep Sea operations handling 3,000-80,000 hooks/day, and Coastal operations handling 3,000-50,000+ hooks/day), HAVFRONT processing machines for automated heading and gutting (LOPPA and FOLLA models), baiting machines (AutoBaiter and SuperBaiter), hook separators (E-Line and Hydraulic versions), MagPacker storage systems (Electric, Hydraulic, and Manual), hauling stations (E-Line and Hydraulic), RotoCleaner hook cleaners, PLC-based control systems for system monitoring, hydraulic power units, pot haulers, and consumables including hooks, snooded hooks, and Norbait sustainable bait. Products are categorized into DeepSea Systems (for freezer longliners from 70+ feet), Coastal Systems (for vessels from 33 feet), Processing equipment (for onboard and land-based fish processing), and Consumables. The systems are designed to be modular and customizable for each vessel's specific needs.

Differentiator

Problem solved

Functional benefit

Brands

• HAVFRONT: Fish processing equipment brand for heading and gutting machines (LOPPA, FOLLA series)
• AutoBaiter
• SuperBaiter
• HandyMag
• MagPacker
• RotoCleaner
• SuperHauler
• Norbait

Products and services

• HAVFRONT LOPPA 100 Automated heading and gutting machine for onboard and land-based fish processing. Adapts to the shape and size of each fish for precise cuts while preserving roe and liver intact, reducing manual labor on processing decks.
• HAVFRONT FOLLA 2.0 All-electric, digitally controlled smart machine for automated heading and gutting. Latest generation (FOLLA 2.0) with high efficiency and minimal maintenance, marketed as reducing gutting crew from 8-9 to 3 people.
• MA BM 3000 AutoBaiter (Hydraulic) Hydraulic automated baiting machine that maximizes catch through precision baiting and high baiting percentage, customized for coastal vessel operations.
• MA BM 3400 E-LINE AutoBaiter Electric baiting machine for E-Line systems, providing precise baiting with lower maintenance costs compared with the hydraulic version.
• MA BM 6000 SuperBaiter High-capacity electric baiting machine that baits hooks with precision at speeds up to 6 hooks per second, achieving 95-97% baiting percentage.
• MA HS 2020 E-LINE HookSeparator All-electric hook separator weighing 250 kg for high-speed re-racking of hooks and line, with compact design for deck integration.
• MA HS 2010 HookSeparator Hook separator for high-speed re-racking of hooks and line, available in E-Line or Hydraulic variants.
• MA HS 2000-03 Hydraulic HookSeparator 300 kg hydraulic hook separator for heavy-duty high-speed re-racking of hooks and line.
• MA HS 2000-02 Hydraulic HookSeparator Hydraulic hook separator for splitting and sorting hooks and line at high speed.
• MA MPE E-LINE MagPacker Electric system for automatic handling and storage of hooks and line on magazines.
• MA MPH Hydraulic MagPacker System Hydraulic system for automatic handling and storage of hooks and line with magazine-based organization.
• MA MPM Manual MagPacker Manual system for handling and storage of hooks and line, offering a lower-cost storage solution.
• MA CR CrossShip Rails with Magazine Trolleys Robust cross ship rails with magazine trolleys designed for efficient magazine transport and storage on vessels.
• MA HM 150 HandyMag Storage Rack Flexible hook and line storage rack designed for smaller vessels from approximately 30 feet. Made of stainless steel and aluminium, with customized magazine configurations.
• MA HH 4000 E-LINE Hauling Station Premium electric hauler for heavy-duty operations down to deep sea depths, featuring adaptive tension control for stable line tension in rough seas.
• MA HH 3200 Hydraulic SuperHauler Premium hydraulic hauler for heavy-duty operations, capable of handling up to 80,000 hooks per day.
• MA HV 230 Hydraulic Hauling Station Robust hydraulic hauler with optional hook cleaning system for efficient line hauling.
• MA HV 100 Hydraulic Hauling Station Light hydraulic hauler with optional hook cleaning system, suitable for smaller operations.
• MA HV 50 Rail Mounted Hauler Compact rail mounted hydraulic hauler suited for hand baiting operations and smaller coastal vessels.
• MA LR 320 LineRetriver Maintains constant line tension and pulls the line out of the main hauler for smooth operations.
• MA HC 400 E-LINE RotoCleaner All-electric hook cleaner with four rotating brushes for thorough cleaning of hooks and line.
• MA HC 200 RotoCleaner Hydraulic hook cleaner with four rotating brushes for effective cleaning of hooks and line.
• MA HC 100 RotoCleaner Hydraulic hook cleaner with three sets of fixed brushes for thorough hook and line cleaning.
• MA PLC Control System Intelligent control system for monitoring and optimizing autoline operations with live data monitoring, remote diagnostics, and predictive maintenance capabilities.
• MA HPU 30 02 Hydraulic Power Unit Double hydraulic power unit rated at 30 kW for powering hydraulic autoline components.
• MA PH 840 Pot Hauler Compact and silent hydraulic pot hauler with a powerful 800cc radial piston motor, designed for heavy-duty pot fishery in extreme waters.
• Mustad EZ Baiter and Circle Hooks Specialized hooks designed for optimal performance with Mustad Autoline systems, including EZ Baiter J-hooks (sizes 11/0-14/0) and Circle hooks (sizes 12/0-15/0).
• Norbait Sustainable bait for longline and autoline fishing operations, designed for the future of sustainable fisheries.
• Mustad MA Snooded Hooks Pre-snooded hooks ready for use with Mustad Autoline systems for efficient fishing operations.
• Deep Sea E-Line System Custom-engineered all-electric Deep Sea autoline system integrating baiting machines, hook separators, haulers, MagPackers, RotoCleaners and PLC-based control. Built for freezer longliners from approximately 70 feet, setting and hauling 3,000 to 80,000+ hooks per day with adaptive tension control, reduced fuel and emissions, and remote diagnostics.
• Hydraulic Deep Sea System Custom-built hydraulic Deep Sea autoline system for freezer longliners from approximately 70 feet, integrating heavy-duty hydraulic components to set and haul up to 80,000 hooks per day with the established Mustad Autoline hydraulic architecture.
• Hydraulic Coastal System Custom-built hydraulic autoline system for coastal commercial fishing vessels from approximately 33 feet, supporting coastal longline operations at 3,000 to 50,000+ hooks per day.
• Service, Maintenance and Training After-sales service, maintenance, training and spare parts for the installed base of Mustad Autoline systems, delivered from Norway headquarters via a global network of service partners.

Quantifiable outcome

• Hook capacity: 3,000 to 80,000 hooks per day depending on system configuration
• +7 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature7 records

Partnerships

Eight partnerships are on record, tiered core, supporting and regional.

• COLTO (Coalition of Legal Toothfish Operators)coreStrategic or Co-development PartnerMustad Autoline is a proud member of COLTO, an international organization dedicated to the sustainable management and legal harvesting of toothfish, particularly in the Southern Ocean. COLTO promotes responsible fishing practices and minimizes environmental impact. Mustad contributes through its E-Line all-electric system which reduces energy consumption and carbon footprint.
• SivasupportingOthersSiva provided support for Mustad Autoline's NOK 10 million investment in a new Mazak combined turning and milling machine through the Katapult program. Without this support, the investment would not have been made.
• Katapult ProgramsupportingOthersKatapult program supported Mustad Autoline's NOK 10 million investment in advanced manufacturing equipment.
• BeauLine International Ltd. (New Zealand)coreChannel Partner/ Reseller/ DistributorBeauLine International Ltd. serves as Mustad Autoline's distributor for Oceania (New Zealand). Located at 6 Rogers St, Nelson, New Zealand. Managing Director: Warwick Beauchamp. Handles sales and distribution of Mustad Autoline products in the region.
• Egersund & Mustad Havservice (Norway)coreChannel Partner/ Reseller/ DistributorEgersund & Mustad Havservice is a network of service agents covering multiple Norway locations: Honningsvåg, Båtsfjord, and Lofoten/Senja/Vesterålen. They provide sales and service support for Mustad Autoline systems in northern Norway fishing communities.
• SP/F Kjølur (Faroe Islands)regionalChannel Partner/ Reseller/ DistributorSP/F Kjølur serves as Mustad Autoline's distributor for the Faroe Islands. Located at Stangavegur 3, Klaksvík, Northern Isles. Handles local sales of Mustad Autoline products.
• Alliance Plus L.L.C. (Russia)regionalChannel Partner/ Reseller/ DistributorAlliance Plus L.L.C. serves as Mustad Autoline's distributor for Russia. Located at Sheremetyevskaya ul. 85с2 office 702, Moskva 129075.
• Egersund GroupsupportingStrategic or Co-development PartnerEgersund Group and Mustad Autoline strengthened their cooperation approximately two years prior to the article date (2023). The companies, along with Carl Stahl, acquired something together that deepened the partnership.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bjordal: Bjordal is a Norwegian manufacturer of longline and pot hauling equipment for the commercial fishing industry. Direct competitor in the demersal autoline space, offering similar hauling, baiting, and line handling systems to longline fleets globally.

Broad incumbents

• MacGregor (Cargotec): MacGregor is a major marine equipment manufacturer with a broad portfolio including deck machinery, cranes, winches, and cargo handling systems for commercial vessels. Overlaps with Mustad in winch and hauler categories though serves broader maritime cargo segments rather than specialized longline.
• Kongsberg Maritime: Kongsberg Maritime provides marine electronics, navigation, automation, and control systems for commercial vessels. Overlaps with Mustad in PLC-based control systems, remote diagnostics, and integrated deck automation for fishing and offshore vessels.
• Furuno Electric: Furuno is a leading manufacturer of marine electronics including sonars, fish finders, and navigation equipment. Adjacent to Mustad as a key supplier of detection and navigation equipment used on the same longline fishing vessels.
• Palfinger: Palfinger manufactures marine cranes, davits, winches, and handling equipment for commercial and offshore vessels. Competes with Mustad in deck machinery and lifting equipment categories, though its primary market is offshore and shipyard rather than fishing.

Emerging players

• Rapp Hydema Group: Rapp Hydema provides marine deck machinery including winches, trawl winches, and specialized lifting equipment. Comparable to Mustad in winch and hauling system categories for fishing and offshore applications.
• Hampidjan: Hampidjan is an Icelandic-Norwegian fishing equipment company specializing in netting and trawl gear. Adjacent to Mustad in commercial fishing equipment supply, though focused on netting rather than longline automation.
• Garware Technical Fibres: Garware Technical Fibres manufactures specialized ropes, netting, and fishing equipment for the commercial marine industry. Comparable as a supplier of fishing consumables and rigging used on longline vessels alongside Mustad systems.

Regional players

• AKVA Group: AKVA Group is a leading supplier of technology and equipment to the aquaculture and fisheries industry. Provides complementary automation, monitoring, and feeding systems, overlapping with Mustad in fish processing and onboard technology.
• Steinsvik (ScaleAQ): ScaleAQ (formerly Steinsvik) provides sensor, camera, and automation technology to the aquaculture and fishing industries. Overlaps with Mustad in vessel-based monitoring and automation technology for fisheries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MustadAutoline

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mustad Autoline