This is an interview by editorial coordinator Elaina O’ Brien, with local Greenlander Napaartoq Isak Petrussen. Napaartoq is the owner of a local sea-salt business in Nuuk called Sassuma Sea Salt. Elaina chatted with Napaartoq about his business and life as an entrepreneur in Nuuk.
Tell us a little about yourself:
My name is Napaartoq and I am the founder of Sassuma Sea Salt. I am born in Nuuk in 1983, mainly raised in Nuuk, but most of my family is from Narsaq, so I have also lived in Narsaq for a couple of years.
I have studied in Denmark and had a semester in Australia. My time in Australia and a lot of travelling gave a lot of inspiration to me.
Can you explain where the idea of a salt farm came from?
I saw a Youtube video, where a guy made his own sea salt. Then I tried it at home in our kitchen, and it was so easy. Then, I thought I could make it at large scales.
Was it difficult carving out a career in Greenland?
I don’t think it is difficult, as long as you have motivation.
How has the development of your own business been in Nuuk, and are there many entrepreneurs in Nuuk, or do you think that is a difficult career choice?
It has been difficult and there is a lot to think about.
I don´t think there are so many entrepreneurs in Nuuk, maybe because as an entrepreneur you have to start from scratch with everything.
Along the way there have been some changes.Now there is a network for entrepreneurs in the “food business” called Nerisa. It is a food cluster in Kommuneqarfik Sermersooq where we network and help each other grow.
Would you like to expand, and perhaps build more businesses outside of Greenland or are you content with your business in Nuuk?
I would like to expand, especially export and trade in, for example, Asia. The production should still be in Greenland, but I would like to export to other countries around the world.
In what way have you experienced challenges with marketing, gaining customers, suppliers and building an outdoor enterprise in Greenland?
It hasn´t been difficult to do the marketing of my company or product, but it has been difficult to upscale the production in this infrastructure that we have. Mainly the authorities and the permission to process/produce food have been the issue.
Have you had to think outside the box with your business approach, being in the Arctic?
Yes, indeed. I had to come up with a unique product that wasn´t already in the market.
What advice do you have for other young people in the Arctic that would like to build their own business?
Do your research beforehand and it is okay to fail along the way. Share your ideas with someone and network with other people to accelerate your idea.
Have you seen a change in the environment you are working in over time?
Yes, our city is growing fast, and as mentioned before the initiative with food cluster “Nerisa” [has facilitated expansion with the food industry].
How important is it to you, to have local businesses and enterprises in Greenland?
It means a lot for me to be able to buy local things/products and to know that there are no artificial components added to the products. It makes me proud when we can be independent, which means buying local products and not having the need to import everything.
What are the biggest challenges you are faced with?
Perhaps the things happening around the world, things that can´t be controlled, like COVID-19.
How important is nature and the environment to you, and how can people get better aware of issues in the Arctic?
The environment is very important. It is one of the main reasons I started making sea salt—to minimize the import of products that we already have in natural resources.
Instagram: @sassumaseasalt
Facebook: Sassuma Sea Salt
About the Author: Elaina O'Brien
