Urban Deli and Guldhaven team up to serve sustainable rainbow trout

Urban Deli announces a new partnership with Guldhaven, whose products are now offered at all its locations – with a focus on sustainable Swedish rainbow trout farmed in open net pens in Norrland. An exciting partnership and an important step in keeping the commitment to serve only sustainable, environmentally friendly seafood.

“Our purchasing principles are clear – red-listed seafood is completely excluded, and we are careful even with yellow-listed species. Being able to offer our guests a sustainable alternative in the form of Swedish rainbow trout feels fantastic. It is a product that is not only delicious but also better for the oceans and the environment.” — Fanny Sturén, sustainability project manager at Urban Deli

Rainbow trout as an alternative to salmon

With a strong focus on deli and bagels, Urban Deli has long wanted to serve a sustainable and partly Swedish version of the classic lox bagel. That makes it especially pleasing that Guldhaven’s rainbow trout can now be used as a sustainable alternative to traditional salmon – a really good taste experience and a chance to enjoy one of the most iconic bagels in a more environmentally friendly way.

“We are very proud of our partnership with Urban Deli, introducing our rainbow trout to their guests. Together we share the commitment to offering seafood that is good for both the environment and the consumer.” — Emma Gabrielsson, then CEO of Guldhaven

Guldhaven’s vision for sustainability and innovation

Guldhaven is a Swedish company that works across the whole chain, with a clear vision of making the most of local fish resources in an optimal and sustainable way, using every part of the fish. Besides rainbow trout, Guldhaven runs several projects with species such as bream and vendace.

Guldhaven made its debut at Urban Deli on 15 October. To celebrate, and to kick off Urban Deli’s 15th anniversary early, the new Lox & Lemon bagel was offered for SEK 15 all day at all four locations, and on 16 October a Breakfast Talk about Guldhaven was held at Urban Deli Hagastaden.