The Uppsala-based company Fisköga hopes, with the help of AI technology, to transform and improve the fishing industry. A method is now being developed to measure catches in real time, where the information goes directly from the vessel to various stakeholders.
“The information about the catch will be very precise and transferred in real time automatically,” says William Jeppsson, CEO and one of the founders of Fisköga.
(Photo: Content Studio, NTM Media)
It may be difficult to understand how such a specific business idea came about, so we begin there. Previously, William was involved in another startup, focused on land-based fish farming. There, he and David Stenman (co-founder of Fisköga) came into contact with many actors in the fishing industry.
Through these meetings it became clear that there is currently a significant lack of reliable and accessible data about fishing — a problem that affects both sustainability work and decision-making by authorities, researchers, and companies. The need for better data collection and analysis is therefore great among those who work for more sustainable fishing.
“An important part is also to make things easier for the buyers who receive the fish in port. They need to be able to plan their operations. When they have information about the catch, it becomes easier to know, for example, what staffing needs will look like on a given day.”
Innovation from Uppsala Digitizes Fishing
How does your technology work?
“It will work by placing a camera that focuses on the pump pipe, which trawlers use to pump the fish on board. All fish come up through that pipe and can then be identified by species. You can see the number, species, and size of the fish — which is an important quality parameter. We are now finalizing the first full-scale prototype, which we will initially test on boats in port. After that, we’ll move on to testing at sea,” says William.
Aren’t there other companies developing something similar?
“No, our technology is unique. We have our own take on how the measurement should be done to get data that’s as high-quality as possible. There are other companies developing technology to measure catches that are released onto the vessel via nets, but that’s a different method. That approach involves identifying catches using a large number of surveillance cameras placed around the boat, but the data becomes uncertain that way. In addition, it becomes an issue for the crew on board, who may not be so keen on being constantly monitored by cameras,” he says.
Fisköga is based in Uppsala, like many other startups. During the company’s journey, they have made great use of UIC. The leading incubator supports local innovative startups and established companies with advice, training, valuable networks, and business development programs.
“We learned a lot about building structure within the company and about the key pieces that should be in place early on. There was also a strong focus on investor relations and how a company can differentiate itself to become more attractive.”
External Support for Startup Growth
“We have only good things to say about UIC; they have been extremely helpful to us. We applied to the program called UIC Build and were accepted. We had seminars once a week together with mentors, lecturers, and other companies in a similar stage. It was really great. We learned a lot about company structure and about important things to establish early. There was also a strong focus on connecting with investors and how to stand out as a company to become more interesting,” he continues.
The future of Fisköga and its unique catch-measurement technology will be exciting to follow. One person who has worked closely with William and Fisköga is Joacim Brauner at UIC. Joacim is a business advisor and responsible for the UIC Build program, which is aimed at companies in the early stages of their development journey.
“It has been exciting to work closely with Fisköga, and it’s a company I truly believe in. Many companies with great potential go through our programs, and Uppsala is an interesting city to operate in because there’s such a strong spirit of innovation here,” says Joacim.
UIC Helps Companies Avoid Pitfalls
What can Uppsala Innovation Centre assist with?
The incubator has four different business development programs that companies can apply to, depending on which phase they are in. The content is tailored to maximize benefit for the company, helping them avoid pitfalls and costly mistakes.
Even if you ‘only’ have an innovative idea for a product or service, you’re welcome to contact UIC for an external assessment of its potential.
UIC business development programs
“For many, it’s very valuable to have an independent party to bounce ideas off. We help commercialize and give advice on how to build a sustainable company. No matter what phase you’re in, we’re there with the right expertise,” says Joacim.
In February 2025, UIC ranked 30th when the respected Financial Times listed Europe’s best incubators (nearly 3,000 hubs were evaluated).
That entrepreneurs in Uppsala have access to this expertise locally — and free of charge — is a major competitive advantage. Joacim points out that UIC does not take any ownership in the companies they help; their only goal is to support and contribute to growth.
“It isfantastic that UIC ranked so highly on the list. It’s proof that we have a strong operation and that we create real value for the companies we support. But it’s not just about us — through UIC, you also gain access to a network of other support organizations, partners, and companies in similar phases where you can exchange experiences. That’s also an important part,” says Joacim.