In the third part of our series on Green Eateries in Singapore, we met up with Pink Fish, a restaurant originating from Norway that centres its menu around salmon. 

What’s the story behind Pink Fish?

Pink Fish was founded in Norway four years ago by co-founders Ronny Gjose and Svein Sandvik. Pink Fish was a first mover in sustainability in Norway, before it became a buzz word in the food and beverage scene. Sustainability has been ingrained in every part of their business right from the start. Ronny lives by his personal motto of “Pink is the new Green”, which reflects his belief that production of sea-based and plant-based food are more environmentally friendly than that of meat from the land. Pink Fish will make green Pink with their efforts of sustainability from food sourcing to food packaging.

Pink Fish aims to bring fresh Norweigian salmon to people all over the world. Two years ago, it opened its doors in the heart of Singapore’s Jewel airport.

Healthiest and Most Sustainable Salmon right at Pink Fish

Pink Fish’s menu centres around the Norwegian salmon. They believe that the healthiest and most sustainable salmon you can find in Asia is right at Pink Fish. The salmon is fresh and richer in omega 3. Additionally, it is produced in environmentally and socially responsible ways, and then transported and prepared such that waste is minimised throughout the process. This culminates in a delicious and tasty meal at the restaurant, where the salmon is served grilled or raw with vegetables. The following sections will explain in more detail:

Salmon Production

Norway has one of the highest standards in sustainable salmon farming in the world. Pink Fish partners the Norweigian farmers certified by the Agriculture and Food Aquaculture Stewardship Council (ASC), meaning that they are both environmentally and socially responsible in producing seafood. The farmers do not use antibiotics in salmon production, which has been associated with concerns of the development of antibiotic-resistant bacteria. In contrast, significantly more antibiotics are used in land animal meat production. 1, 2 

Aside from using no antibiotics, Pink Fish’s partners use innovative feed for the salmon that comprises a variety of nutritious, high energy ingredients. Some of them even have a reduced environmental footprint compared to other traditional sources. The feed is designed to enhance the salmon’s health and ability to synthesise more omega-3 fatty acids, meaning that the salmon you get at Pink Fish is tastier and better for your health compared to typical salmon meat you may find at other restaurants.  

Salmon Preparation and Transportation

Pink Fish uses all parts of the salmon, thereby reducing food waste. After filleting the salmon in Norway, the skin and bones, parts that are usually thrown away, are used to make animal feed, omega 3 capsules, or skincare products. Pink Fish are currently exploring the use of fish skin to make fish chips as well! Filleting the salmon in Norway also reduces the overall weight of salmon that is shipped from Norway to Singapore, which in turn goes towards reducing the carbon footprint arising from its transportation.  

Unlike most Norwegian salmon seen in Asia, Pink Fish’s salmon is transported to Singapore by sea instead of air. This was a conscious decision taken by Ronny, as sea freight is associated with significantly lower carbon emissions.

For shipment, the salmon is frozen in an innovative way which uses very low temperatures to keep it fresh and preserve nutrients. This culminates in a fresh salmon meal served in Singapore which tastes right out of the ocean! Customers are also able to pair the salmon with a variety of plant-based options, and each dish is customizable for vegans. 

Plastic-less is best

Pink Fish’s key goals also include reducing packaging waste and going plastic-less. When they started 4 years ago in Norway, they made the decision to use biodegradable and compostable packaging, even if it came at a premium. Closer to home, Pink Fish uses reusable plates and cutlery as much as possible, seeing as how it is more challenging to ensure that biodegradable materials are biodegraded in Singapore’s waste management system. They continue to work with Plastic Lite to adopt suitable ways to reduce their carbon footprint, while meeting their business needs.

Pro-Tips to other Eateries

Sustainability is no longer optional. We must take care of the world that we have, and urgently too, as the oceans are set to house more plastic than fish in just under three decades. Can you imagine a world where children go snorkelling and see more plastic than fish? Ronny believes that eateries should therefore go green and go blue:

  • Go green: In general, meat is the least environmentally friendly part of a meal. So, use more vegetables and reduce meat! According to the recommended daily intake, we only require 2-3 servings of protein a day.
  • Go blue: Food from the sea is generally more sustainable than food from the land. Furthermore, the sea still has significant capacity for seafood production. Therefore, more people should consider making seafood a larger part of their diet.4 

In sum, Pink Fish is on a mission to bring their Norwegian salmon to the world in a sustainable way. Recommendations for when you pop by to use your PLSG-20-OFF code to get a 20% discount include their Hawaiian poke bowl, which is a customer favourite and drizzled in mango chili sauce, or one of their delicious grilled salmon burgers. Promotion ends on 30th September 2021, valid exclusively at the Jewel outlet.

Pink Fish

78 Airport Blvd.


Singapore 819666







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