Land-based salmon aquaculture company Sustainable Blue has received a “Best Choice” green rating for its salmon from the Monterey Bay Aquarium Seafood Watch program and announced the hire of a new head of business development for North America.
Sustainable Blue is a land-based aquaculture company that utilizes a closed-loop recirculating aquaculture system (RAS). The company said its system allows it to have zero discharge and that the Monterey Bay Aquarium rating reflects the fact its RAS allows for no antibiotics, pesticides, and hormones and eliminates the possibility of salmon escapes or sea lice, “all key factors behind the Monterey Bay Aquarium’s top-tier assessment.”
“Receiving a Best Choice rating from Monterey Bay Aquarium is a powerful validation of the system we’ve spent years refining. It reflects both how and why we farm this way,” Sustainable Blue CEO Kirk Havercroft said. “The momentum we’re seeing, across demand, partnerships, and market recognition, shows that consumers and industry leaders are ready for a truly sustainable alternative.”
Alongside the new rating, the company announced it hired Erik Nobbe to serve as the head of business development for North America. The company said Nobbe will be in charge of market expansion for the company’s products and deepen its ties to retail and foodservice accounts in the region.
“Erik brings tremendous industry experience and a strong understanding of what today’s consumers and culinary leaders are looking for,” Havercroft said. “His leadership will be instrumental as we scale our brand across North America.”
Nobbe previously served as CEO of Hofseth North America and, prior to that, was the managing director of Resqunit Canada.
Sustainable Blue voluntary placed the company into receivership in early 2024 after a failure of its aquaculture systems in November 2023 resulted in the loss of 20 percent of its fish, impacting its harvest schedule and eliminating its ability to produce revenue. Minority shareholders Thane Stevens and Jim Lawley loaned the company money to fill funding gaps and then eventually submitted a CAD 30 million (USD 21.3 million, EUR 18.5 million) stalking horse bid for Sustainable Blue that was later accepted, granting them ownership of the company.
