Marine Harvest aims for China mass market with plan for 2,000 salmon fast food outlets

Published on
March 12, 2018

Salmon sales could be about to take off in China’s mass market with the announcement of a major expansion plan by a leading Norwegian firm into China’s booming fast-food sector. 

Marine Harvest, which also uses the Mandarin name Mei Wei, aims to open 2,000 of its Supreme Salmon fast-food style kiosk outlets across mainland China. The firm already has five such stores in Taiwan.  

The news was reported by Hai Yang Zhi Nan, a Chinese industry blog, which cited Marine Harvest executive Olla Barttvoll as the source for its information. The store openings are part of Marine Harvest’s strategy to target “ordinary” customers with salmon dishes. Salmon is currently a premium product in China and is typically only seen in premium dining and retail outlets. There is speculation whether Marine Harvest’s move may affect pricing of salmon in China, where seafood traders enjoy high margins on the species.

Norway-based Marine Harvest hasn’t given a timeline for the Supreme Salmon openings, but its ambitious plans suggest a boost in confidence for the Norwegian firm, which has struggled to get its salmon into China even after China rebooted diplomatic ties with Norway in late 2016.

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