About us

Breaching the Surface.

Elevate is a purpose-driven company on the mission of changing the utilization of ocean floor species. We challenge status quo and conventional thinking, asking questions to established truths. We want to elevate people’s knowledge about the ocean floor species, diving through the water surface that covers a hidden world.
With a young, ambitious and energic team, Elevate shall be the forefront of tomorrows aquaculture companies. Building bridges, challenge conformity, pragmatic approaches, and having fun while doing so.

Elevating ocean floor species.

A great amount of today’s catch of wild crustaceans are too small to fit market sizes, or they are too empty to please the consumers. That causes either destruction of the biomass or unnecessary food waste. With our technology, we´re enabling fisheries and companies to grow their catch to marketable size, or to make sure their catch is full.

Today, distribution of live seafood fluctuates based on weather, quotas, and live storage systems that are not adjusted for the animal needs. With our system, we can offer a live storage system that accommodate for good animal welfare, enhancing the quality in stages of distribution.

The data and knowledge on each individual crustacean are not precise, consistent, or even existing. Our OceanWall system enables precise, continuous data for every individual animal – making research, tracking, and optimization much easier.

Where it all began.

Founding Pure Lobster AS in 2020

Aslak Heining, one of our co-founders, has a lifelong interest in aquatic life. As fishing yields in Norwegian fjords decreased, he noticed the growing fishfarming industry and questioned why crustacean farming weren't as developed. This interest led him to study biology at the University of Bergen, where he discovered the Australian redclaw (Cherax quadricarinatus). Knowing that life stages is the bottle neck of farming, the simple life cycle of the redclaw could be a solution.

This inspired the creation of Pure Lobster AS in 2020 by Aslak and four other students, aiming to farm redclaw using advanced technology and natural feed resources in a circular economy. After testing various systems, the company shifted focus to technology, now known as Elevate Ocean AS.