Our Strategy


PRFoods is a producer of delicious, healthy and innovative fish products. We are a trustworthy partner to both the end consumer and retailers. We take pride in being modern, innovative and responsible – both socially and environmentally. Conserving nature and being kind to the environment is very important to us – we minimize our ecological footprint by using modern packaging lines and -materials and implementing the latest solutions in renewable energy.


We strive towards being the best and most well-known dealer of eco-friendly raw fish and producer and seller of tasty fish products on the Scandinavian, British and Baltic markets and high added-value premium products on the global market.


The strategy of PRFoods is as follows:
  • To be among the three leading brands in our operating markets and a recognized premium seafood brand globally;
  • Our financial target is to achieve operating EBITDA margin at least 7%;
  • To distribute up to 30% of the annual net profit as dividends.


  • Clear objectives - goal-driven organisational development;
  • Great reputation - leading brands in the Scandinavian, Baltic markets and in Great Britain;
  • History and experience - well-established products on the Finnish and the British market for more than 30 years;
  • Sustainability - geographically suitable scope and a diversified product portfolio ensure development;


  • High volatility of raw material prices;
  • Significant increase in private label products on the Finnish market;
  • High dependence and reliance on the two large retail chains dominating the Finnish retail market;
  • Risks related to biological assets.
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