Exhibiting at Seafood Expo North America 2025

Olsen Fish Company, in conjunction with its subsidiary Noon Hour Food Products, is a legacy producer of traditional Scandinavian seafood and specialty foods in the United States. Headquartered in Minneapolis, Minnesota, Olsen Fish has been in continuous operation since 1910 and is the oldest and largest producer of lutefisk and pickled herring in North America. Noon Hour Food Products, based in Chicago, Illinois, complements Olsen's portfolio with a wider range of Scandinavian and specialty ethnic foods under respected legacy brands.

Company Overview

With over a century of operations, Olsen Fish Company has become a household name among Scandinavian-American communities and ethnic food retailers across North America. The company specializes in old-world fish curing and pickling techniques passed down through generations, all while adhering to modern food safety and compliance standards. Its acquisition of Noon Hour Food Products, a Chicago-based heritage brand known for pickled herring and Scandinavian pantry staples, expanded its distribution network and product range.

Core Business

Olsen Fish Company and Noon Hour Food Products are vertically integrated food processing businesses with core operations in:

• Seafood Processing: Curing, pickling, drying, and packaging of traditional Nordic fish products.
• Specialty Ethnic Food Distribution: Scandinavian groceries such as pancake mixes, cheeses, and specialty flours.
• Private Labeling: Manufacturing under store or distributor brands for regional ethnic food retailers.
• Seasonal Distribution: High-demand seasonal shipments tied to holidays like Christmas and Easter for lutefisk and herring products.

Product Offerings

Olsen Fish Company:

• Pickled Herring
  • Wine Sauce Herring
  • Cream Sauce Herring
• Lutefisk
  • Traditional dried cod soaked in lye and rehydrated
• Stockfish
  • Wind-dried unsalted cod, sold in traditional formats

Noon Hour Food Products:

• Pickled Herring
  • Wine, Cream, and Mustard sauces
• Scandinavian Groceries
  • Lund’s Swedish Pancake Mix
  • Bond-Ost Cheese (Swedish-style mild cheese)
  • Swan Potato Starch Flour

These products are distributed across retail chains, ethnic grocers, and specialty food suppliers in the U.S. and Canada.

Specialization and USP

Olsen Fish is the largest lutefisk processor in North America, supplying over 400,000 pounds annually, primarily during the winter holiday season. The company’s USP lies in its:

• Traditional curing and brining methods for herring
• Custom packaging sizes for foodservice and retail
• Strict quality control and sourcing of North Atlantic fish
• HACCP and FDA-compliant facilities

Noon Hour complements this with a legacy reputation in urban ethnic neighborhoods and diverse product lines tailored for niche markets.

Market Position and Financials

Though private and family-owned, Olsen Fish is a dominant player in the U.S. Scandinavian seafood niche. It holds a majority share in the lutefisk and pickled herring markets, supplying major grocery chains, foodservice distributors, and independent Scandinavian food retailers.

According to import records and domestic distribution data, Olsen and Noon Hour collectively ship over 600,000 pounds of seafood annually. Peak revenue periods occur in Q4 due to holiday-driven sales spikes in Scandinavian-American communities.

Shipment and Trade Data

• Main U.S. Distribution Regions: Minnesota, Wisconsin, Illinois, Iowa, North Dakota, and Scandinavian population hubs across the U.S. and Canada.
• International Trade: Raw materials, especially dried cod and herring, are imported from Norway, Iceland, and Canada.
• Logistics Model: Combination of frozen and refrigerated freight depending on product SKU and customer requirements.

Target Market

• Scandinavian-American households
• Ethnic food retailers
• Chain grocery stores with ethnic food aisles
• Specialty and gourmet food shops
• Churches and community organizations for seasonal lutefisk dinners

Capabilities

• In-house seafood curing and pickling
• State and federally inspected food production
• Seasonal and year-round production capacity
• In-house label design and private branding
• B2B order fulfillment and cold chain distribution

Certifications and Compliance

• HACCP-compliant processing facilities
• FDA registration for seafood products
• USDA labeling standards adherence for specialty food categories
• State-level inspection compliance in both Minnesota and Illinois facilities

Customer Testimonials

The brands are widely endorsed by long-time customers for maintaining authentic flavor profiles and traditional preparation. Community events like church lutefisk dinners and Nordic festivals rely on Olsen Fish and Noon Hour as their go-to suppliers.

Customer sentiment emphasizes:

• "The most authentic pickled herring outside of Norway."
• "Olsen’s lutefisk is a Christmas tradition in our family for three generations."
• "Noon Hour’s products remind me of my grandma’s pantry."

Major Achievements

• Over 110 years in continuous seafood processing operations
• Recognized supplier to cultural heritage events and church dinners across the Midwest
• Acquisition and successful integration of Noon Hour Food Products to expand product portfolio
• Maintains largest seasonal lutefisk production capacity in North America
• Sustained brand recognition in niche ethnic food markets

Olsen Fish Company and Noon Hour Food Products continue to play a key role in preserving Scandinavian culinary heritage in North America, blending tradition with modern compliance and scalability to meet evolving consumer demand.