A customer consultant, a camera, and a national costume – OptoScale puts Norway on the technology map

Why is a freezing woman in national costume sitting on a bench by Trondheimsfjord with an underwater camera for photography? Simple: OptoScale wants to mark its Made in Norway stamp from Innovation Norway, and the campaign image is meant to showcase everything that makes the company unique – Norwegian innovation, precision technology, and a strong determination.

On the bench sits Marita, leader of the tech company’s support team, elegantly dressed in her traditional outfit. Next to her stands OptoScale’s bioscope – a high-tech underwater camera and AI-based instrument that provides fish farmers with precise insights like the world has never seen before.

This is not a holiday camera; it is a tailor-made tool to increase control in one of Norway’s most important export industries. Through advanced image analysis, OptoScale offers an entirely new level of data-driven oversight, a paradigm shift in aquaculture. With this technology, built on Norwegian ideas and produced on Trøndelag soil, the company now carries the Made in Norway badge.

“Brilliant, Marita! That looks great!” Mats Muri Løberg, marketing manager at OptoScale, shouts encouragingly from the side as he directs her and the photographer, who patiently adjusts the angle. Between gusts of wind, he proudly explains how OptoScale’s bioscope combines advanced camera technology and artificial intelligence to provide salmon producers with precise measurements of fish growth, health status, and lice levels – in real-time.

Millions of salmon and rainbow trout are monitored for this vital information on welfare and success in the pens.

OptoScale’s bioscope takes tens of thousands of pictures every single day, providing fish farmers with detailed real-time information about the fish’s weight, health, lice status.

From Norwegian fjords to the world’s oceans

OptoScale has its roots, production, and development in Norway but with a global reach. With customers in Canada, Scotland, Chile, Iceland, and along the entire Norwegian coast, this Trondheim-based company has already earned a reputation as a pioneer in aquaculture technology.

With the Made in Norway label on its products, the company can proudly document precision and quality, both for hardware and OptoScale’s web portal, where new insights about the fish are easily accessible.

“We could have relocated production or software development abroad to save costs,” Mats says with a smile while watching the photos being taken. “But precision is our most important focus, and we must have full control over all details. We achieve that best here in Norway.”

The campaign image: Norwegian pride and a global future

When the shoot finally wraps up, they have captured the moment they need: Marita in her traditional Norwegian dress, the bioscope in focus beside her, and with Made in Norway as a visible mark of quality. For OptoScale, it is more than just a stamp – this is a promise of Norwegian technology and precision that creates waves far beyond the Trondheimsfjord.

“The adventure has just begun,” Mats says with a broad smile. With high-tech solutions, creativity, and a strong belief in the future, OptoScale is on its way to making the world a little more precise.

Facts about OptoScale:

• Founded in 2015 by Sven Jørund Kolstø – OptoScale was established to enhance fish farming through technology, and has today become a global player.
• Norwegian development – All technology and software are developed in Trondheim, Norway. This has given OptoScale the exclusive Made in Norway trademark.
• Global presence – OptoScale serves customers worldwide, including in Norway, Chile, Scotland, Iceland and Canada.
• Specialised technology – OptoScale develops cameras and AI-based solutions for monitoring fish health, welfare, lice counting and weight measurement.
• Commitment to R&D – OptoScale is dedicated to research and development in aquaculture, working with industry partners and scientific communities to advance technology for improved fish health and sustainable farming.
• International team – OptoScale has a team of nearly 60 employees of various nationalities, bringing diverse expertise to the company.
• Extensive data – OptoScale has data from over 4,000 harvests directly from fish pens, providing valuable insights for decision-making in fish farming.

Web: www.optoscale.no