Mowi Consumer Products (CP) of the Americas is showcasing its range of salmon options for retail and foodservice customers at the 2024 Seafood Expo North America.
The subsidiary of Mowi, which is the world’s largest farm-raised salmon producer and is headquartered in Bergen, Norway, began the campaign leading into North America’s largest seafood trade show, taking place 10 to 12 March in Boston, Massachusetts, U.S.A. The campaign is designed to showcase Mowi’s salmon from Norway, Iceland, Scotland, Ireland, the Faroe Islands, Canada, and Chile.
“We single-mindedly select only the most sought-after salmon from the planet’s coldest, most pristine waters,” Mowi CP of the Americas Senior Director of Sales and Business Development Robert Clark said. “Each piece of fish is meticulously sourced, ensuring 100 percent traceability. With Mowi Salmon, consumers can confidently enjoy nothing less than the best Atlantic salmon on Earth, bringing restaurant quality to their homes.”
The campaign features an ad campaign and educational website providing information about the seven origins of Mowi salmon.
“Mowi’s goal is educate consumers about the rich heritage and culinary diversity of our planet's waters with Mowi’s 7 Origins of Salmon,” Mowi CP of the Americas Senior Director of Category and Marketing Diana Dumet said. “We see a great opportunity to educate consumers about the seven origins of salmon so they can become better informed to make choices in salmon, which offers variety. This will grow the salmon category for both retailers and consumers.”
Dumet said Mowi is aiming to create a culinary journey for its customers, with “subtle variations in buttery taste, firmness, and texture [that] might occur depending on the location and environment where the Atlantic salmon is raised once moved to saltwater.
“For example, if the water conditions may have stronger currents underwater, the fish might get more exercise and, therefore, have a slightly different buttery taste,” she said.
The campaign also creates a passport theme, with Mowi customers invited to explore the beauty of the geographic areas where it farms and learn about the differences between them. Consumers can also learn about the standards Mowi has for all its aquaculture practices globally, including the Aquaculture Stewardship Council and Best Aquaculture Practices certifications.
“While conditions in each of the seven origins of Atlantic salmon Mowi produces might be different, when consumers buy Mowi from any of the seven origins, they are guaranteed the same type of outstanding quality regardless of origin,” she said. “Mowi has, after 60 years of history, established standards, processes, farm[ing] practices, and feed to the seven origins worldwide. Mowi brings forth a legacy of consistency, quality, standards, and taste regardless of its origin. Thriving in glacial, pristine conditions, these fish are renowned as the most tender and delicious in the world and represent years of tradition in connection with the ocean.”
Dumet said the campaign was intentionally centered around Seafood Expo North America.
"[SENA] provides the ideal platform to showcase the expanded Mowi Brand, featuring innovative products in the fresh pre-packed, smoked, and coated frozen categories," Dumet said. "We intend to show to the trade audience Mowi’s product quality and versatility.”
Products featured at the Mowi booth included fresh, never-frozen skin-packs, smoked salmon, coated breaded skin-packs, frozen salmon, Ducktrap-smoked salmon products, and foodservice offerings.
Dumet said Mowi is planning to roll out additional phases of its 7 Origins campaign in coming months.
“The campaign is about growing the category as a whole and also introducing customers and retailers to the variety of Mowi’s offerings,” she told SeafoodSource. “We want American consumers to dive deeper into this amazing product from all across the world’s oceans.”
