After months of turmoil, Polar Salmon Hjerting Laks in Esbjerg, Denmark, has regained permission to sell its products. The Danish Veterinary and Food Administration lifted a marketing ban imposed in July, following repeated Listeria incidents linked to the factory, according to the Danish media outlet JydskeVestkysten.
From Outbreaks to Reform
Since 2019, the company’s products have been associated with at least 27 illness cases and four deaths.
The scandal triggered police reports, multiple recalls and loss of major retail partners, including Coop and Rema 1000.
A Strategic Withdrawal
To secure approval, management has abandoned an entire product line deemed particularly risky for Listeria growth.
“Food safety and trust in our products always come first,” said managing director Jesper Kelly Innes.
Future production will focus on smoked, salted and marinated fish, where bacterial growth can be controlled.
Uncertain Prospects
Inspections in August showed improvements in hygiene but also revealed gaps, such as missing written risk analyses. The company’s financial results, which had been consistently solid, are expected to decline in 2025 due to lost contracts and shaken confidence.
Whether the revival succeeds will depend not only on passing future inspections but also on convincing retailers and consumers to return.
For a company once seen as a cornerstone of Esbjerg Harbour, the challenge ahead is as much about reputation as it is about regulation.