Our story begins in the Norwegian Arctic, where Joar Opheim, founder of Nordic Naturals, grew up. When Joar arrived in California to complete his MBA, he realized that the pure, omega-rich cod liver oil that Norwegians rely on to stay healthy was nowhere to be found. The market only offered low-concentration, terrible-tasting fish oil, but Joar knew he could make a difference. On every trip home, he would fill an extra suitcase with bottles of his favorite fish oil to share with his friends in the United States. This deep desire to share the power of pure, fresh omega-3 nutrients inspired Joar to found Nordic Naturals in 1995 and still drives the company today.