About Upstream AS

"Only dead fish floats downstream"

Upstream AS is a holding company for a number of companies that is planned to produce, process and sell fish from Upstream Aqua. This includes production of bi-products, bio char from organic waste, vegetables and a science and explorers centre for visitors and educational purpose.

Our Story

The founders have been in the food business for decades, both within seafood and meat industry. In 2019 we established the company Norwegian Food Trade AS. Experience and knowledge from leading a build-up of a land-based fish farm out west gave us inspiration to start the planning for our own land based fish farm in the mountain region in South Norway.

Meet the Team

Jørn-Gunnar Jacobsen

CEO

Extensive experience from industry as a former CEO of Findus, CEO OFS Norge and CEO Norwegian Fish Company. Experience from Retail Industry as a Deputy CEO/CPO of ICA Norge and sales Director at Nortura SA. Lecturing at Kristiania University College within Leadership, Marketing, and Project Management in the MBA program from Heriot-Watt University.

Torleif Bjella

Chairman

Experienced business leader and former Manager of Nortura SA production facility at GOL. Responsible for Business Development and Innovation as a Director in Nortura SA. Has several board directorship from finance and other relevant operational services and industries. Owner of the property for our future facility.

Svein Martinsen

Project Manager

Known for his extensive knowledge of RAS Technology, and specialist within biology and fish health. Worked with fish feed development in Biomar, scientist in SINTEF Ocean and Head of Innovations in Nekton. Educated as a marine bioligist and has a MSC in Technology Leadership from NTNU. Head of the consultant company Morefish AS. Instrumental for designing Upstream`s facility in Ål.

Sverre Amrami

Senior Process Consultant/Technical Advisor

Experienced process engineer and technical project leader with over 25 years in land-based aquaculture, industrial water treatment, and municipal process plants. Holds an MSc in Process Technology and has led complete RAS and reuse system deliveries across Norway, Sweden, and Iceland — from concept and contract negotiation through to commissioning. Now operating as an independent senior consultant through Amrani Engineering & Project Management AS.