PRAGUE, Czech Republic, July 15, 2021 – Rohlik Group ("Rohlik") announces the launch of a new fish line under its private brand Fjoru. Rohlik will provide the opportunity for customers to select the best, freshest fish with ASC, MSC and organic certification. It can take as little as 48 hours from being caught for the selection of freshwater and saltwater fish to not only be transported, but prepared and delivered to the doors of Rohlik’s customers.


The new brand, Fjoru, includes an assortment of approximately thirty items and will change the game in the category of sustainable fish assortments that can be purchased via online grocery stores.


Olin Novák, Group Chief Commercial Officer, commented: “Launching our own carefully curated quality fish assortment is a key milestone in the delivery of our European Eat Well, Live Well promise. This enables us to better manage product benefits and makes it easier to prioritise personal nutrition. We know each of our producers and we also work with specialists for respective fish species, choosing the best cuts and never selling defrosted fish through our private label line. Our strict quality control ensures customers receive the same quality every day. Simply put, Fjoru is the best fisherman in your city.”


Rohlik's fish assortment achieves a higher level of freshness as we positively disrupt the supply chain for the customer’s benefit, cooperating directly with our partners in fishing and production with no intermediaries. Rohlik will process fish at one central point, having entered into cooperation with Fjord Bohemia, which established a specialized processing site in 1999 in Prague, in the heart of Europe - an optimal location for the delivery of fish and marine products to satisfy an ever-growing market demand.


“Our product quality and customer-centric mission demands that we only cooperate with transparent and high-quality sources, as we are always representing and intermediating our customer’s needs to our partners and never compromising on quality,” explains Novák, adding: “For this reason our private label assortment of fish has MSC, ASC or Organic certification. These certificates demonstrate to our customers how the company behaves vis-a-vis the environment and the world around it in terms of the sustainability of fishing and farming over longer periods of time.”


By choosing seafood with the MSC blue fish label Rohlik’s customers will help to protect the oceans, people’s livelihoods and the fish of the future. The Marine Stewardship Council (MSC) is an international non-profit organisation; the worldwide certification of sustainable fisheries, MSC, provides a guarantee for the natural population of marine animals to be preserved without endangering them; thus respecting the amount of fishing according to known regulations. This certification ensures that fishing is done without causing damage to marine ecosystems.


When you buy ASC certified seafood you are rewarding responsible farmers and increasing the demand for responsibly farmed fish. The ASC certification ensures that strict requirements are met to minimise the environmental impact of aquaculture while also respecting workers’ rights and the local community.


Simon Edwards, ASC Marketing Director, commented: “The ASC label only appears on food from farms that have been independently assessed and certified as being environmentally and socially responsible, so you can be sure that by choosing seafood bearing our logo you’re contributing to a better future for all.”


The online giant also uses a fast transport fish chain in Europe. After the fish are caught and transported by ferry to the port and then unloaded at factories on land, the fish are gutted and packed with ice before transportation. Next, the fish are loaded onto a truck and arrive at Fjord Bohemia where the fish are inspected for quality (freshness, firmness, eyes, gills, etc.). Furthermore, the fish are filleted, portioned and packed, and also marinated and smoked (depending on the product). After packing, the fish travel to Rohlik's warehouses and then continue directly to customers. The Fjoru assortment is based on quality up to the last mile.


Mikhail Darkin, General Manager Fjord Bohemia: “We managed to get fish from the sea to Fjord and distribute them within 37 hours from the fishing itself. The professionalism of our team, based on more than 10 years of experience in the markets of Central and Eastern Europe, offers no space for any doubts.”


With its fish private label, Rohlik is committed to improving the sustainability of its fish supply and is placing this kind of assortment front and centre in its strategy to provide suitable fish products to its customers.


Rohlik will also continue to work with local suppliers directly from the regions in which it is already active. Through Rohlik, customers can buy sustainable fish online. Rohlik offers its customers one of the widest ranges of ASC and MSC certified fish and also one of the largest selections of BIO certified fish, easily available in one place. Fjoru is not only good for health, but also for the planet.


About Rohlik Group

Founded in 2014 in the Czech Republic, Rohlik Group is one of Europe's leading online grocery delivery services. Already active in the Czech Republic (, Hungary ( and Austria (, the company will be launching in the coming months in Munich, Germany ( with other large cities in Germany to follow quickly. Deploying world-leading technology & logistics to deliver a huge range of quality products (17 000 SKUs+), Rohlik companies offer a 15-minute delivery window with delivery as soon as within two hours of placing an order. The Rohlik family is a data-driven company in everything they do. By owning its end-to-end operations, including having all technology in-house, Rohlik provides a superior customer experience and the freshest food from local farmers and artisans, as well as a broad supermarket selection. Rohlik turnover exceeded €300 million in 2020. It currently has 750,000 customers across three international markets. 


For press enquiries, contact Eliška Čeřovská at [email protected]