After announcing goals to appeal to more consumer segments earlier this year, Bergen, Norway-headquartered salmon-farming firm Mowi has launched its new Mowi Signature range of products, focusing on U.S. foodservice customers.
Mowi already provides a variety of salmon options for foodservice operators, but the Mowi Signature line offers Mowi's most premium salmon options from Scotland and Norway, Mowi CP of Americas Senior Director of Category and Marketing Diana Dumet told SeafoodSource.
“Mowi is a strong partner for foodservice by offering variety, consistency, and quality, with seven origins, solutions, and programs for a wide variety of customers. Mowi Signature is the gold standard of our premium quality salmon, but we can offer a variety of responsibly farmed, quality salmon options depending on our customers’ reach and clientele,” Dumet said.
The Signature line comprises fresh, not frozen Atlantic salmon fillets ranging in weight between 4 and 8 kilograms and arrives trimmed, cleaned, de-scaled, and de-boned immediately ready for preparation.
“Our Scottish and Norwegian salmon reflect the high standards we uphold across our operations,” Mowi CP of Americas Managing Director Joe Fidalgo said.
As rising costs are worrying restaurant operators, Mowi said it also aims to assure these purchasers through fixed-cost contracts.
“Traditional salmon options often come with unpredictable price fluctuations, which create challenges for chefs trying to manage costs and menu consistency,” Mowi said.
Chefs and consumers are increasingly driven toward purchasing farmed seafood that meets rigorous environmental and social standards, Aquaculture Stewardship Council (ASC) Senior Market Development Meghan Russell said about the new line.
Explaining more of the rationale behind the move, she said that 50 percent of North American seafood sales occur in foodservice, ”which underscores the need to increase awareness and access to responsibly sourced seafood.”
In October, ASC and Mowi will team up for Scotland’s first “ASC Discovery Tour,” which will bring a select group of buyers and culinary leaders to ASC-certified feed mills, hatcheries, and farm sites, “offering attendees a firsthand look at how responsibly farmed salmon comes to life in the crisp, pristine waters of Northern Scotland,” the ASC said.
In addition to foodservice options, Mowi sells around 32 retail SKUs across 27 U.S. states. Its lines include Mowi Atlantic Salmon Fresh, Never Frozen; Mowi Atlantic Salmon Smoked; Mowi Atlantic Salmon Coated Breaded; and Mowi Atlantic Salmon Frozen in a Box.
