Sunnmøre og Romsdal Fiskesalslag

What Sunnmøre og Romsdal Fiskesalslag does

Sunnmøre og Romsdal Fiskesalslag SA (trading as Surofi) is a fishermen-owned cooperative sales organization founded in 1945 in Ålesund, Norway, that holds statutorily delegated responsibility for first-hand sales of whitefish and shellfish in the Sunnmøre og Romsdal region. Operating under Norwegian fisheries regulations, Surofi runs an electronic auction system connecting the regional fishing fleet with processors, exporters, and approved fish buyers, and additionally facilitates direct pier sales (kaisalg) to private consumers. Approximately 90% of turnover is based on frozen raw materials, anchored in the Ålesund seafood cluster where roughly 300,000 tons of fish are landed annually and about 500,000 tons flow through local cold-storage infrastructure with ~141,000 tons of total regional freezer capacity.

The organization's technology stack consists of conventional digital infrastructure rather than AI-driven systems: a web-based auction platform, the CatchSign mobile application for catch registration at point of landing, an electronic landing- and final-certificate system for quota control and regulatory compliance, and a member portal (Min Side). Supporting information products include dynamic minimum-price listings (Minstepriser), daily reference prices for frozen fish (Referansepriser), updated catch data (Fangstdata), a 10-year key-figures dashboard (Nøkkeltall), and quality-training courses (Kvalitetskurs). Surofi holds no patents and lists no third-party AI integrations.

Surofi operates as a marketplace intermediary monetizing through commissions on first-hand fish sales transactions and product-related fees. Pricing is set by negotiation between Surofi and buyer organizations, with dynamic minimum prices for the main species (cod, saithe, lythe) and fixed minimum prices elsewhere, supplemented by daily reference prices for frozen fish. End customers are the regional fishing fleet (thousands of vessels) on the sell side and fish-processing enterprises such as Longvagruppen, Sunnmøre Fiskeindustri, Ellingsøyterminalen, and Tyrholm & Farstad on the buy side, plus individual consumers purchasing through Kaisalg. Strategic infrastructure partners include neutral freeze-warehouse operators and DNV as an MSC certification body; ecosystem coordination occurs with peer sales organizations including Norges Sildesalgslag, Norges Fiskarlag, Norges Råfisklag, and Vest-Norges Fiskesalslag.

Name

Sunnmøre og Romsdal Fiskesalslag

Legal name

Sunnmøre og Romsdal Fiskesalslag SA

Website

https://surofi.no

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

11–50 employees

Short description

Sunnmøre og Romsdal Fiskesalslag (Surofi) is a Norwegian fishermen-owned cooperative sales organization, founded 1945 in Ålesund, that operates the statutory electronic auction system for first-hand sales of whitefish and shellfish in the Sunnmøre og Romsdal region, earning commissions on transactions between the regional fishing fleet and processing/export buyers.

Ownership category

akta.pro rank

Product category

Fisheries Sales & Auction Services

NAICS

Fish and Seafood Merchant Wholesalers (42446)

SIC

Agricultural Services (700)

akta.pro primary industry

Shellfish Wholesale (Crustaceans & Mollusks) (AFAIADAF)

akta.pro secondary industry

Aquaculture Farm Services & Operations Support (net cleaning, diving, grading, harvesting) (AFAEAAAM)

Keywords

• Fish auction services
• First-hand fish sales
• Fishermen cooperative sales
• Catch documentation platform
• Quota and landing certificates

Headquarters

HQ city

Ålesund

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others

Revenue model

1. Commission on Fish Sales: Surofi operates as a sales organization for fishermen, earning revenue through commissions on first-hand fish sales transactions. The organization handles pricing negotiations, auction management, and settlement for fishermen in the Sunnmøre og Romsdal region.
2. Product Fees: Fees charged on fish products sold through the organization, contributing to organizational revenue

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Sunnmøre og Romsdal Fiskesalslag (Surofi) is a fishermen-owned cooperative sales organization that facilitates first-hand sales of whitefish and shellfish through an electronic auction system, minimum price negotiations with buyer organizations, and direct quay sales (kaisalg) to private consumers. The organization handles catch registration, quota control, landing and final certificates, and settlement for fishermen in the Sunnmøre og Romsdal region of Norway, earning commissions on the transactions routed through its platform.

Product overview

Surofi operates as a unified digital marketplace platform for first-hand sales of whitefish and shellfish. The platform serves fishermen and buyers in the Sunnmøre og Romsdal region of Norway, providing auction-based sales, catch documentation (CatchSign), daily pier sales (Kaisalg), and a member portal (Min Side). Supporting services include dynamic minimum pricing, reference prices, sales statistics, key figures, and quality training courses. The organization has been operating since 1945.

Differentiator

Problem solved

Functional benefit

Brands

• CatchSign: App for quick and easy registration of catches by fishermen.
• Min Side
• Kaisalg

Products and services

• Surofi Main Platform (First-hand Fish Auction & Sales) Core electronic auction and marketplace platform facilitating first-hand sales of whitefish and shellfish between commercial fishermen and fish processing companies/buyers in the Sunnmøre og Romsdal region, with minimum price negotiations and transaction settlement.
• CatchSign Mobile application for quick and easy registration of fishing catch by fishermen at the point of landing, supporting quota control and traceability documentation.
• Min Side (My Page) Member portal providing fishermen and buyers with access to transaction management, catch documentation, and sales services through Surofi.
• Kaisalg (Quay Sales) Daily pier sales service listing vessels with dock sales licenses and their catches for direct sale to private consumers at the quay.
• Kvalitetskurs (Quality Courses) Quality courses offered by Surofi for fishermen in the region to learn about maintaining the highest quality of fish and shellfish.

Quantifiable outcome

• Approximately 300,000 tons of fish landed annually in Ålesund area
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• Norges SildesalgslagcoreStrategic or Co-development Partner · 18 August 2026Joint participation in Nor-Fishing 2026 trade show as part of FISKERNES FELLESSTAND (Fishermen's Joint Stand). Nor-Fishing is Norway's largest fisheries exhibition held in Trondheim.
• Norges FiskarlagcoreStrategic or Co-development Partner · 18 August 2026Joint participation in Nor-Fishing 2026 trade show as part of FISKERNES FELLESSTAND (Fishermen's Joint Stand).
• Norges RåfisklagcoreStrategic or Co-development Partner · 18 August 2026Joint participation in Nor-Fishing 2026 trade show as part of FISKERNES FELLESSTAND (Fishermen's Joint Stand).
• LongvagruppencoreOthersNeutral cold storage facility ('frysehotell') in Gangstøvika, Ålesund providing fish reception, storage, and logistics services to all market participants equally. Part of the cluster handling approximately 500,000 tons of fish annually.
• EllingsøyterminalensupportingOthersNeutral cold storage facility contributing to the approximately 141,000 tons of total freezer capacity in the Ålesund area.
• Tyrholm & FarstadsupportingOthersCold storage services provider in Ålesund seafood cluster.
• Sunnmøre FiskeindustrisupportingOthersFish processing company utilizing Surofi's market platform for raw material procurement.
• Strand Sea ServicesupportingOthersService provider in the Ålesund seafood cluster.
• FrigoCaresupportingOthersCold storage services provider in Ålesund area.
• Vest-Norges FiskesalslagcoreStrategic or Co-development PartnerCollaborates on minimum price negotiations for wrasse (leppefisk) species, coordinating across multiple sales organizations.
• DNVsupportingOthersIndependent certification body conducting MSC (Marine Stewardship Council) certification assessments for Norwegian fisheries.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Skagerakfisk S.L. Authorized Norwegian first-hand fish sales organization on the Skagerrak coast, operating electronic auctions, minimum prices, and quota tracking analogous to Surofi but for the southern Norway coastal fleet. Direct parallel in regulatory role and service scope.
• Vest-Norges Fiskesalslag (Vestfisk): Western Norway fish sales organization that coordinates with Surofi on shared species (wrasse/leppefisk) minimum-price negotiations. Same first-hand sales cooperative structure and regulatory mandate, serves an adjacent Norwegian coastal region.
• Fiskehav SA: Authorized Norwegian first-hand sales organization collaborating with Surofi (e.g., joint wrasse/minimum-price negotiations) and operating the same regulated auction/sales-cooperative model in its region. Functionally identical service offering to Surofi.
• Norges Sildesalgslag (Pelagic): Mandatory first-hand sales organization for Norwegian pelagic species (herring, mackerel, capelin). Co-exhibits with Surofi at Nor-Fishing's FISKERNES FELLESSTAND. Same cooperative-sales/auction/pricing model, applied to pelagic rather than whitefish/shellfish.
• Norges Råfisklag: Norway's largest first-hand fish sales organization and co-exhibitor with Surofi at FISKERNES FELLESSTAND. Operates the same model — regulated first-hand sales, electronic auctions, catch documentation, quota compliance — across northern Norway, making it the closest functional peer in the Norwegian fish-sales cooperative ecosystem.

Broad incumbents

• Pelagia AS: Major European pelagic and seafood processor that sources significant volumes via Norwegian sales organizations including the same regulated first-hand channels Surofi operates. Comparable as a counterpart participant in Norway's auction-driven seafood trade.
• Lerøy Seafood Group: One of Norway's largest vertically integrated seafood companies, operating across wild-catch, aquaculture, processing, and distribution. Comparable only as a counterparty/intermediary in Norwegian seafood trade rather than as a sales-organization competitor — illustrates the scale Surofi's buyer-side customers operate at.

Others

• Norges Fiskarlag: National fishermen's trade and policy association; co-exhibits with Surofi at FISKERNES FELLESSTAND and represents fisher interests in regulatory/political forums. Not a sales organization itself but the industry umbrella whose membership effectively underwrites Surofi's volumes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/KaisalgSunnmoreOgRomsdalSurofi
• Instagraminstagram.com/explore/search/keyword/?q=%23surofi

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Sunnmøre og Romsdal Fiskesalslag