Greenland Anorthosite Mining
In short
Greenland Anorthosite Mining (GAM) is developing one of the world’s largest and purest anorthosite deposits in South-West Greenland – a raw material used in E-glass fiber for wind turbine blades, cars and aircraft. SJ&K advised the company on its strategic communication and positioning as the project moved from licence and planning towards financing and construction.
Project details
A mining project in Greenland is never only a commercial undertaking. Local interests, regulation, investment and geopolitics all influence how a project is understood. GAM holds a 30-year exploitation licence for the Majoqqap Qaava deposit in the Fiskenæsset region and, in 2026, signed an Impact Benefit Agreement with the Greenlandic government and Kommuneqarfik Sermersooq, establishing concrete commitments to local employment, training and community development.
SJ&K’s role was to help GAM define and communicate its position as the project entered a more public and politically exposed phase. The work connected the company’s commercial progress with its Greenlandic anchoring, while helping ensure that the broader political context did not overshadow the project itself.
This included advising GAM on how and when to communicate key milestones, how to engage relevant media and stakeholders, and how to prepare the company’s leadership for greater public visibility.
The first phase of the work strengthened GAM’s public position as the company moved closer to financing and construction. It helped create greater consistency across communication to investors, authorities, local stakeholders and the wider public, while supporting the relationships needed for the project’s next phase.