Photo: Mowi ASA

Supplying healthy and sustainable salmon

As the world’s leading salmon farming company, our sales, marketing and product development teams work hard to supply and manage our healthy, nutritious, responsibly farmed salmon to consumers globally.

Our core focus is always the customer, and our product teams are always striving to maintain and add value to our high-quality raw materials to make the product more accessible and delicious for consumers.

Photo: courtesy Imaginity

Salmon: a superfood with huge potential

The global demand for protein is increasing, and salmon has been one of the fastest-growing choices within this category, thanks to its universally recognised health benefits and its versatility with different cuisines around the world. 

Despite this growth, salmon remains a relatively small player in the protein market. The US, for example, is the largest single market for Atlantic salmon, but the average consumption per person is still just below two kilograms per year. Compared to other proteins, this presents a significant opportunity for growth. 

By highlighting the benefits and increasing the availability of salmon, Mowi aims to tap into this potential and encourage more consumers to include salmon in their diets. 

COO of Sales and Marketing, Ola Brattvoll, explains what gives Mowi a unique position in the market: “At Mowi, we care for every aspect of our salmon. 

“Thanks to our fully integrated value chain, we have full control over every aspect of our business. We invest in our facilities and hire the best in the industry to ensure expertise at each stage of our value chain. We gather and exchange data, experiences and practices from our global operations, which gives us the ability to innovate and adapt to demand and deliver better products to customers worldwide.

“We are the largest producers in our industry and our global footprint means we have connections with all the major retailers. This, coupled with our reputation of having a high degree of product knowledge and innovation capacity, gives us a competitive advantage in the market.”

The MOWI brand

In 2019, we moved from a solely business-to-business model and launched our MOWI brand. In just six years, this brand has become the world’s largest global salmon brand, and we are now present in 16 markets worldwide. Our mission for the MOWI brand is simple: to de-commoditise the salmon category.

With the MOWI brand, our goal is to engage with customers, helping them understand the benefits of salmon and, more specifically, the advantages of choosing MOWI salmon. Through continuous investment in innovation, we provide consumers with more choices, higher quality, and added value. This benefits our brand and the experience of our retailers and their customers.

To date, when the MOWI brand is introduced to a new retailer, it attracts new shoppers who typically have a higher income and a more diverse shopping basket. This means that our brand does not just sell salmon—it contributes to the overall growth of our retail partners. In this way, the MOWI brand is a win for both consumers and retailers.

At its core, our brand is about creating value—for consumers, retailers, and Mowi as a company. The brand’s success allows it to finance its marketing and advertising efforts, expanding shelf space and increasing awareness in the marketplace. Furthermore, the MOWI brand has allowed us to access new private label opportunities and non-Mowi branded business ventures.

Andreas Johler, Managing Director of the MOWI brand, said of the success achieved to date: “The MOWI brand enables us to connect more meaningfully with consumers, offering products that meet the standards of modern life while setting new benchmarks for product excellence. Through the MOWI brand we deliver not only high quality salmon products, but also an experience that stands out in the competitive marketplace.

“Our approach to products and product development is about more than meeting current market needs, it is about shaping the future of seafood consumption in the years to come, and we are excited to see the MOWI brand continue to grow as the demand for sustainable seafood increases globally.”

Looking ahead

As we expand our reach and grow the MOWI brand in more markets, we will remain focused on delivering high-quality salmon to consumers worldwide. We will continue to invest in innovation, engage with our customers, and unlock new market potential. 

With the rising popularity of salmon and the potential of the product more widely, the future looks promising for the MOWI brand, our retailers, and our customers.

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Address:	Stortingsgaten 8
City:	Oslo
State/ZIP:	(N-0161)
Country:	Norway
Phone:	+47 21 56 20 00
Fax:	+47 21 56 20 01
E-Mail:	[email protected]
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