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Salmon farmer bids to score with Super Bowl meal kit

TV personality Andrew Zimmern with a Kvarøy Arctic salmon dog dressed with one of his own toppings. Photo: Kvarøy Arctic.
TV personality Andrew Zimmern with a Kvarøy Arctic salmon dog dressed with one of his own toppings. Photo: Kvarøy Arctic.

Inventive salmon farmer Kvarøy Arctic is using American football’s Super Bowl to kick off its latest marketing effort in the United States.

The Norwegian company has teamed up with Emmy award-winning TV personality, chef and writer Andrew Zimmern to offer a “Homegating” kit for Super Bowl LV on February 7.

Homegating is the Covid-era version of “tailgating”, where fans eat and drink in a stadium car park before watching a sports match. Homegating is simply tailgating at home.

Build-your-own box

Zimmern has created four topping recipes for the kits designed to pair with Kvarøy Arctic’s salmon burgers and salmon dogs, which are available in Original and Original & Cheese flavours.

Each build-your-own box includes a choice of at least two Kvarøy Arctic burgers and dogs, as well as a jar of spice mix and recipe cards for Zimmern’s toppings. The kits are being sold by online retailer Fulton Fish Market.

Zimmern will host a “virtual tailgate” demonstrating how to make each of the recipes in the box on Instagram (@chefaz and @KvaroyArctic) on Thursday, February 4 at 7.30pm Eastern Time (EST).

10,000 lb salmon donation

Continuing the Super Bowl link, Kvarøy Arctic will donate a total of 10,000 lbs (4.54 tonnes) of salmon to four food banks. These include Second Harvest Heartland in Zimmern’s home town of Minneapolis and Feeding Tampa Bay in the Super Bowl host city Tampa Bay.

Food banks in each home town for the teams facing off in Super Bowl LV (to be announced) will also receive salmon. Kvarøy Arctic is asking viewers of Zimmern’s Instagram Live to participate and vote for their Super Bowl team favourite in the chat during his demo so the full donation can be made.

Kvarøy Arctic has been giving food to insecure communities since the beginning of the Covid-19 pandemic and handed out free food and water to voters in poor areas during the US presidential election.