Finnish trout farmer launches products in Dubai
Land-based trout farmer Finnforel has launched its LoHi-branded products in LuLu Hypermarket stores in Dubai, United Arab Emirates. LuLu is one of the region’s largest retail chains, and additional retail partnerships with two other major local supermarket chains – ADCOOP and Carrefour - are set to begin in the coming months.
Finnforel raises trout to 700 grams in a recirculating aquaculture system (RAS) facility in Varkhaus, Finland, which has an annual production volume of 3,000 tonnes.
The company says it has already experienced considerable success with its domestic brand Saimaan Tuore in Finland.
Finnforel said the LoHi brand, launched this year, specifically addresses the lifestyle needs of UAE consumers who prioritise health, convenience, and sustainability.
'Perfect for UAE lifestyle'
The product is available in 150g individual fillet servings and 340g double packs, designed for quick preparation and optimal nutrition, making it perfect for busy professionals and health-conscious individuals in the region's fast-paced lifestyle. The name LoHi is a nod to the Finnish word for salmon (lohi) and a statement of its low-waste, high-taste positioning.
“The UAE represents a natural next step for us as we build towards becoming the world's first truly global fish brand,” said Finnforel chief executive Nora Hortling. “Even though it is now a cosmopolitan hub in the Gulf, the local cuisine is heavily influenced by its past as a fishing community, and the region’s growing focus on aquaculture innovation makes this market particularly exciting for us.”
The Gulf region's seafood market is projected to grow by 5.56% through 2029, reaching US $3.29 billion in market value. In addition to the new market entry in the UAE, Finnforel has announced extensive growth plans internationally, including in the UAE, with a long-term vision of establishing farms close to consumer markets worldwide.
