By: Norwegian Seafood Council
Norway embarks on huge plastic-cleanup campaign ahead of World Cleanup Day
Together with businesses, schools, and public sector and voluntary organizations, the Norwegian seafood industry participated in a bid to tackle plastic pollution in marine waters, according to the Norwegian Seafood Council (NSC).
In the runup to World Cleanup Day on September 20, Norway participated in the nationwide Beach Cleanup Week (Strandryddeuka), which culminated in a joint effort to remove marine litter from the Hardangerfjord – one of the world’s longest fjords – on September 17.
This year marked the fifth year of the ‘Clean Hardangerfjord’ campaign, which was launched in 2022 and is organized by Framtidshavet (The Future Ocean Foundation) in collaboration with other local Norwegian organizations.
Beach Cleanup Week took place in Norway from September 11–20 and last year saw 164,253 kg of marine litter removed from Norwegian waters and surrounding areas.
According to the clean-up report from the environmental organization Hold Norge Rent, volunteers have cleared more than 5.1 million kg of litter from Norwegian beaches over the past five years.
Kenneth Bruvik at beach cleanup week 2025.
Eighty Tons of Plastic Removed from the Hardangerfjord
Clean Hardangerfjord is a huge plastic clean-up campaign that brings together several thousand volunteers every year. The aim is to collect as much marine litter as possible in one day along the entire Hardangerfjord, which – at 180 km – is one of the world’s longest fjords.
Kenneth Bruvik, founder, board member and project coordinator at Framtidshavet, says of the cleanup-initiative: “Over the first four years, we have collected 80 tons of plastic from the Hardangerfjord. This has been possible thanks to a unique collaboration between the public sector, schools, private businesses and voluntary organizations. When we all pull together, it is incredible what we can achieve.”
Bruvik adds: “An initiative of this scale not only gives us a cleaner fjord, but also brings a range of other positive effects, such as reputation and brand building, better public health, closer connections to the fjord, research and collaboration across regions. It is a model I hope more people will be inspired by, both in Norway and abroad.”
Beach cleanup week 2025, Norway.
Environmental Issue on a Global Scale
Marine litter continues to be a major global environmental issue. According to the United Nations Environment Programme (UNEP), between 9 and 23 million tons of plastic end up in the ocean every year. This plastic can remain in the ocean for hundreds of years and cause harm to both animals and people.
Bruvik says: “If we do nothing, the amount of plastic ending up in the ocean could triple by 2040. As a father and grandfather, I cannot accept such a development. I want future generations to be able to experience clean oceans too. Alongside a deep love for the fjord and nature, that is my greatest motivation.”
Seafood Industry Support
The Norwegian seafood industry has contributed to Clean Hardangerfjord every year since its inception. Since the very beginning, representatives from both fisheries and aquaculture have ensured boats, equipment and volunteers are available for the campaign.
Bruvik says: “We are very grateful for the efforts made by the entire seafood industry. Although we still find a lot of marine litter originating from aquaculture and fisheries, today’s industry representatives have a completely different attitude from their predecessors. It is no longer acceptable for a fisher or aquaculture operator to throw waste into the sea.”
Over the years, Bruvik has seen the harsh effects of plastic waste in the ocean: “It is frightening to see how plastic slowly becomes embedded in nature and eventually turns into microplastics. It destroys life in the ocean and is highly damaging to public health. We cannot allow that, which is why we need to put this issue on the global agenda.”
Beach cleanup week 2024, Norway.
About the Norwegian Seafood Council
The Norwegian Seafood Council (NSC) works with the Norwegian fisheries and aquaculture industries to develop markets for Norwegian seafood through local market intelligence, market development and reputational risk management.
The NSC is headquartered in Tromsø and maintains local representatives in some of Norway’s most important international markets. The Norwegian seafood industry finances the activities of the NSC via a tariff on all Norwegian seafood exports. The NSC is a public company owned by the Ministry of Trade, Industry and Fisheries.
About World Cleanup Day, Beach Cleanup Week (Strandryddeuka) and Clean Hardangerfjord (Rein Hardangerfjord)
- World Cleanup Day is an official United Nations international day, taking place on September 20.
- Strandryddeuka, or Beach Cleanup Week, is a national cleanup project in Norway, taking place from September 11–20, initiated by the non-profit organization Hold Norge Rent, “Keep Norway Clean”.
- Strandryddeuka is the largest cleanup initiative in Norway, gathering at least 15,000 volunteers across the country.
- Rein Hardangerfjord, or the ‘Clean Hardangerfjord’ initiative, is organised by Framtidshavet (The Future Ocean Foundation), Hardangerrådet (the Hardanger Council) and Samarbeidsrådet (the Co-operation Council) for Sunnhordland in Norway.
- Clean Hardangerfjord is a one-day initiative where all participants try to collect as much plastic waste from the fjord as possible.
- In 2026 the initiative celebrates its five-year anniversary.
- Up until 2026, the project has collected almost 80 tons of plastic waste from the Hardangerfjord.
Photos: Norwegian Seafood Council.
