© Noola Redclaw
The company commenced operations in September 2023, following two years of intensive research and development trials and consortium building.
The startup was initially established by founder Elena Piana in the UK, where it planned to grow redclaw crayfish to market size in a RAS facility. Although the UK is still home to its breeding and hatchery programme, Piana decided set up the operational arm in Indonesia after a visit to the country, facilitated by the British Embassy. This secured meetings with top officials from the Indonesia Aquaculture Department in Jakarta. Ensuring that local policies and legislation were conducive to supporting the sector, NSM was formed through collaboration with Indonesian investors and industry leaders.
At present, NSM is on the verge of completing its first farming trial – testing new procedures in the bid to increase yields – a crucial step toward scaling up production. The trial has received support from the Aquaculture Department of Central Java, which has contributed ponds, expertise, and human resources.
"We are thrilled to see that the stock’s growth is perfectly on time, based on our stock performance indicators. In fact, we are currently ahead of schedule by a whole week," notes Piana.
Simultaneously, NSM has officially launched its product to the market under the brand name "NoolaRed, the finest freshwater lobster from Indonesia”.
The company caters to the Indonesian market, specialising in large sizes (50 to 70 g) and sourcing products from existing family-owned farms as well as fishermen, who take pride in their remarkable local produce.
As farming trials progress and more farmers join the initiative, NSM has ambitions to expand into export markets.
