The battle against cargo theft and waste just got a new warrior. Norwegian tech company Surfact is hitting the US market with Emma – their game-changing, cable-free IoT tracker that ensures real-time data on location, temperature, and shock. Their mission? To give cargo a voice and eliminate blind spots and hidden risks in the supply chain.

Surfact is bringing Emma to  challenge the status quo of trailer tracking devices – most of which are outdated, time- and cost consuming to install, and made in China.  “Last year saw record-high cybersecurity attacks on the US supply chain. Meanwhile, the American truck fleet is getting older, and most tracking devices come from overseas manufacturers with questionable security standards. That’s not just a problem – it’s a crisis. At Surfact we don’t outsource security. We manufacture our products in Norway, ensuring that your data stays safe and your cargo stays protected,” says Per Magne Helseth, CEO of Surfact and the inventor behind Emma.

Transforming an Industry, One “Hockey Puck” at a Time

Surfact’s technology, the Emma tracker, is made of recycled ocean plastics, and has the shape and size of a hockey puck. It’s easy to include in all types of cargo and vehicles.

"Unlike conventional tracking devices, Emma has a 100% cable-free design, an effortless setup, and there is no installation required. Also, its’ long endurance means no low-battery-anxiety for the driver”, says Helseth.

“Our slogan is simple: We make your cargo talk. And that means no more blind spots, no more guessing, and no more stolen goods disappearing into the abyss,” says Helseth. “It’s time to take control of your cargo. It’s time to take back the supply chain.”

Also battling food and pharma waste

But the problem isn’t just theft – it’s also waste. One-fifth of all food is lost before reaching consumers in the EU. Some sources say one-third of food and medicine is wasted globally. That’s not just a supply chain issue. That’s an economic and humanitarian disaster.

Helseth, an army veteran, first got the idea for Surfact’s technology while serving the Norwegian Armed Forces in Afghanistan, witnessing highly valued supplies to the frontline deteriorate due to extreme temperatures.

“When I see a problem or something that is obviously not working, my brain immediately starts looking for a solution. That’s how I’m put together. With Emma, we believe we have an answer to both cargo theft and food and pharma waste. We’ve made significant progress already with the product, and I think we can transform an entire industry and contribute to a more sustainable planet with this little piece of Norwegian innovation”, says Helseth.

Surfact’s technology is already in use across 12+ countries. Emma is helping global fast-food leaders in the Nordics, securing Norwegian salmon exports, supporting European pharmacy chains, and protecting American transport companies. And with satellite tracking now going live, Surfact is set to revolutionize an industry plagued by inefficiency, risk, and outdated tech.