The companies known as Ocean Trawlers Europe Limited and Ocean Trawlers Hong Kong Limited have been renamed Norebo Europe Limited and Norebo Hong Kong Limited in order to bring them in line with their parent company’s name, Norebo. The business’ frozen-at-sea harvesting products will also now be sold under new names; the products previously sold under the brand name ‘Ocean Trawlers’ will now be sold under the name ‘Ocean Spirit’ and the products previously sold under the name ‘Atlantika’ will now be sold under the brand name ‘Glacialis’.

Norebo’s managing director for all export markets, Stephen Collyer, explains: "Norebo is a global business and we want our branding to reflect this - after all, our international supply chain now serves five continents and over 20 countries. Given transparency is so crucial in today’s business world it’s important we are able to communicate a single, global brand both internally and externally.

"We want to make it clear that all the business units within Norebo share the same mission and values, regardless of where they are operating in the world. Streamlining the corporate identity plays to this.”

We have also changed the branding of our products to reflect how each of them has evolved:

Our premium quality wild, fresh, frozen at sea fish (supplied to chefs, restaurants and fish and chip shops) which was previously sold under the name Atlantika will now be sold under the name Glacialis. This reflects the fact harvesting has extended into new fishing grounds covering both the North Atlantic and North Pacific oceans. Under the Glacialis brand we will sell our Alaska pollock and Pacific cod alongside our long-standing Atlantic cod, haddock and saithe.

·Our whole frozen fish products and industrial blocks (sold to industries and distributors), will no longer be sold under the brand name "Ocean Trawlers”; instead, these will be sold under the name "Ocean Spirit”. The Ocean Spirit name communicates our now broader offer, which for example now includes line-caught fish. The new name and logo express the wild and epic nature of the seas.

Stephen Collyer continues:"We’re hugely proud of everything Norebo has achieved over the past 20 years. We want our staff, our partners and our customers to recognise the size of the business and its heritage as being indicative of our long-standing reputation for quality and reliability.

"Each of the new Norebo brands, Ocean Spirit and Glacialis, together with our recently launched brand Borealis for the Russian retail market, stand at the forefront of innovation in the sector. We want our branding to reflect the company’s positive outlook for the future of sustainable fisheries. We take our responsibility as stewards of the oceans seriously and want to ensure wild-caught fish remains a viable food source for generations to come.”

Norebo has now begun to introduce its new packaging and this will come into broader circulation soon. While the brands and design of the boxes themselves has changed, the products inside have not. Norebo continues to provide a premium and reliable service, offering fresh-frozen wild caught fish that are fully traceable to the vessel from which they were caught.