Why seaweed?

On Kobb and why I became a co-owner

People often ask me why seaweed, of all things. The honest answer is fairly simple. It's one of the most underused ingredients we have in the Nordics, and at the same time one of the most sustainable.

Kobb is a Swedish company developing sustainable seafood built around seaweed, and the first time I spoke with them I could tell right away that the way they thought about food matched my own. This isn't a new interest for me. It grew over many years in professional kitchens, with roots going back even further, to my father's fish shop in Gothenburg, where the sea and the ingredient itself always came first.

I became a co-owner of Kobb in 2022. For me it was a way to move from talking about sustainability to actually helping build something around it, alongside people who care about the same thing.

Seaweed is still an ingredient a lot of people don't quite know what to do with. That's honestly the part I enjoy most, getting to show what it can actually become, both in my own kitchen and in the products we develop together.

/ Frida